The Champions of Magic disappear while taking their final bow, only to reappear in the lobby as the astonished audience exits.
A 40-foot container of illusions is making its way to the East Coast for the U.S. debut of Champions of Magic, an ensemble cast of five internationally-known magicians, at Whiteaker Center, Harrisburg, Pa., Oct. 3.
It is a fitting rehearsal and premier site because the theater is housed in a Center of Science and Art and “that’s what magic is, science and art,” said Alex Jarrett, producer, RIP Productions. The show debuted in the U.K. four years ago and has played to 250,000 fans over the last three, at an average ticket price of £32.
The plan is to take it to 100 markets in the U.S. through early 2018, more than 30 of which have been booked. Steve Brush, Patriot Artists Agency, Nashville, is booking the show and is impressed with the strategy for building a theater following.
The goal, according to Jarrett and Brush, is to turn this into an arena play in two years time, first in Britain, then in the U.S.
Alex Jarrett, left, producer, joins the cast of Champions of Magic, including Grand Illusionists Young & Strange, Queen of Close-up Fay Presto, International Stage Magician of the Year Edward Hilsum and Master Mind Reader Alex McAleer.
Bookings are a combination of buys, promotes and co-promotes. The purchase price has been kept low, $20,000-$25,000, so everyone can make money. “Alex is very well-versed in the production of this show,” Brush said. Knowing its potential and sales record and to jump start its U.S. run, Jarrett is co-promoting about 10 of the first 30 shows. The rest are purchases.
The gross potential at an average ticket price of $40 is $60,000 for a 1,500-seater, so a $25,000 guarantee is very fair, Brush noted. He likes to book venues that are excited about the show, because it’s proven that excited buyers generate an additional 30 percent in sales, versus a buyer who just needs to fill a season.
Target venues are 1,500-2,000 seats, but Jarrett has learned to modify the show to as few as 500 seats if necessary. Having played the U.K. for three years, he’s faced some major venue challenges.
“U.S. theaters are better equipped and easier to install than those in the U.K., which were built 150-200 years ago,” Jarrett said. “American theaters have more rigging facilities, more flying bars. The issue in the UK is you come off stage and walk into a wall; there is no wing space. And the dressing rooms might be eight stories up. They are designed for Victorian people to run around and do music-hall shows, not for a huge illusion show with pyrotechnics. It can make for a long day.”
The show runs two-and-a-half hours, including a 20-minute intermission. There are five world-class illusionists in the show: Grand Illusionists Young & Strange, Queen of Close-up Fay Presto, International Stage Magician of the Year Edward Hilsum and Master Mind Reader Alex McAleer. There are 18 major illusions performed.
Jarrett noted these are seasoned magicians who have been working together for a long time. The production flows; it’s not act after act. There is considerable interaction and playing off each other among the acts. Brush loves the grand finale, unlike any he’s seen. The five magicians disappear as they are taking their final bow, right in front of the astounded audience, only to reappear in the lobby as they exit the theater.
A meet and greet ensues after the show, and the magicians are committed to staying till the last fan leaves. New to the U.S. is a VIP pre-show package, for an upsell of $50 and limited to 25 people, who get one-on-one time with the magicians 30 minutes before the house opens. They also get a VIP laminate, a T-shirt, a magic trick and photo and video takeaways on how to become a professional magician.
Jarrett is appreciative of the established audience for magic in the U.S., an audience that just doesn’t exist in the U.K. He had been producing ensemble comedy shows when the idea of a magic show dawned in October 2013. The producers lined up 20 acts and tried them in groups of five at four shows to see if the concept would work. They promoted a second tour in 2014 with the five best magicians from the four groups and have been working with them ever since.
“They’ve become a real ensemble team. It’s much more than a variety show,” Jarrett said. “They play off each other, reference each other, and a theme runs through the show.”
This year will be the first arena show in the U.K. at the 4,000-seat Brighton Arena. Tickets in the U.K. are still £32 for upcoming shows.
It is a theatrical production with a huge lighting rig, Jarrett said. “The event has a concert feel, like a big rock show, and we want to break into that world – arena shows.”
The U.S. is blessed with some “unbelievable magicians,” who have set the stage well for the Champions' shows, Jarrett said. “The genre is family. We just happen to be doing magic.”
Champions of Magic travels in a 53-foot articulated tractor trailer, “packed to the roof,” from StageCall for equipment and one 50-foot tour bus from Star Coaches, for the five illusionists, one aerial circus performer and five crew travelling. “We’re right on the verge of being a two-truck show,” Jarrett said.
Setup starts at 10 a.m. for a 7:30 p.m. show. Teardown takes two-and-a-half hours.
Because of the power difference between the U.K. and U.S., some new equipment was purchased. Others could be converted. For instance, they had to buy a new lighting rig, a $120,000-investment, for the U.S., but thanks to new technology, it will still work when they return to the U.K. Speaking ballpark, Jarrett said any new illusion is generally a $40,000-investment.
U.S. ticket sales started in June and have shown there is a strong passion for magic in North America, Jarrett said. “Winnipeg [Pantages Playhouse] sold out 30 percent of the room within the morning of the shows going on sale. Cleveland [Playhouse Square, Dec. 27-29] did over $100,000 in the first two weeks. It’s a team approach, we engage [in marketing] with them.”
Going forward, the show has options to tour China and Australia in late 2019, though moving China to late 2018 is possible. The problem with China is the language barrier and cultural differences. The show is all spoken. “We would reformat to fit the market. They’d have to learn Mandarin,” Jarrett said.
2017 TOUR DATES
Oct. 5 – State Theater, Ithica, N.Y.
Oct. 6 & 7 - The Levoy, Millville, N.J.
Oct. 8 – Infinite Energy Center, Duluth, Ga.
Oct. 10 & 11 - Sharon Morse PAC, The Villages, Fla.
Oct. 12- The Orpheum, New Orleans
Oct. 13- Arlington (Texas) Music Hall
Oct. 17 – Weinberg Center, Frederick, Md.
Oct. 20 - Warner Theatre, Erie, Pa.
Oct. 21 - Proctors, Schenectady, N. Y.
Oct. 25, Weidner Theatre, Green Bay, Wis.
Oct. 26 - Genesee Theatre, Waukegan, Ill.
Oct. 28 - Emporia (Kan.) Granada Theatre
Nov. 3 - Casino Regina (Saskatchewan)
Nov. 4 - Pantages Playhouse, Winnipeg, Manitoba
Nov. 8 - Union Colony Civic Center Greeley, Colo.
Nov. 9 - Rose Wagner PAC, Salt Lake City, Utah
Nov. 10 - Thousand Oaks (Calif.) PAC
Nov. 12 - Northern Quest Casino Airway Heights, Spokane, Wash.
Nov. 15 - Cal Poly Arts, San Luis Obispo, Calif.
Nov. 16 - Sycuan Casino, El Cajon, Calif.
Nov. 17 - Grand Theatre, Tracey, Calif.
Nov. 18 - Cerritos (Calif.) PAC
