How to build arts attendance was one of the big topics at the National Arts Marketing Conference held in Chicago earlier this month. (See page one for a full story on the conference.) Because it's always better to base our theories of things on actual, factual data, there was a presentation by Arthur Cohen, principal/strategy director at LaPlaca Cohen Advertising, and Camille Signorelli, The New Yorker Magazine's research director, detailing the results of a study on arts audience behavior.

Turns out, according to the Making Culture Count 2.0 online survey, movies are by far the most popular event, attended more than once a month by 38 percent of the general population. Modern dance, on the other hand, drew only 2.2 percent monthly attendance. Yet, that beats opera at 1.0 percent. Live drama/theatre and musical theatre were seen once a month or more by only 6.1 and 4.0 percent of people respectively.

The survey had 1,441 online respondents.

Overall, movies were enjoyed by 91 percent of the general population while live theatre drew 55 percent and musical theatre pulled in 42.8 percent of the general population. This had theatre falling just below pop music events and museum art exhibits as a cultural draw.

Other relevant findings? Most people attend cultural events on an invitation from family or friends (82.3 percent) and friends' recommendations and spousal interest were the other key reasons for attendance (81.8 percent and 71.7 percent respectively). But if you're looking to make an advertising blitz, this research showed older patrons look in newspapers and at direct mailings from cultural organizations to get their ideas. Younger patrons rely on the Internet and word of mouth, while Baby Boomers look to local magazines and weekly papers. That doesn't make it too easy to appeal to all possible audiences with one ad buy does it?

In another not so surprising result, the research found cost was the primary barrier to attendance. The "hassle" of traffic, parking and location were also impediments.

Cost is what Bethany Jorgensen's Free and Cheap Theatre (FACT) considers. Her weekly e-mail listing of theatres having industry nights or offering ticket deals to her subscribers has helped boost audience attendance at many smaller stages in the city.

Four years ago Jorgensen was just looking for a way to keep in touch with and help out her friends in the theatre community. She'd send them all a weekly e-mail listing the industry nights for various theatres, perhaps hoping she might run into one or two buddies when she herself went out to see a show. But the mailing became more popular as Jorgensen's friends started asking her to add people to her list.

Jorgensen resisted at first, wanting to keep the list contained to a close group, but after a year, the number of requests for inclusion became overwhelming. She opened her list up to the public in 2001.

Actors looking for affordable theatre options subscribe, of course, but Jorgensen has found people who are not so immersed in the community use her listing also. Overwhelmed by all the options out there and unaware of what the smaller theatres are offering, these subscribers turn to Jorgensen's mailing for insight into where to go for a free or cheap introduction to new theatres. "They feel like they're getting the inside scoop because I'm inside the business," said Jorgensen, an actress.

She debuted the FreeAndCheapTheatre.com web site in August of 2001 and it has since grown from 200 subscribers to a figure closer to 2,000 today. Monday night mixers at a local bar were held in the past but they stopped this fall when the bar Jorgensen had been working with decided to do a Monday Night Football event instead.

The first website designed by Scott Lindenberger of Fletcher Street Media is down right now. It's being revamped by Caitlin Howell and is expected to be back up by the end of the month. But Jorgensen wants the weekly mailing on Thursday or Friday to remain the primary focus. "I try to make the newsletter what it's all about," she said. "It's more personal."

Jorgensen operates FACT as a volunteer and, although she's been frustrated at times with the project, she missed it when she took a brief hiatus recently. "I want a central meeting place for all of this information," she said. "I just feel like it needs to be part of the community."

To subscribe to FACT, e-mail FACT@FreeAndCheapTheatre.com.

The European edition of Time Magazine recently asked the question "Who's got the best theatre in the U.S.?" and answered with "Chicago." No surprise to us locals of course, but it's nice to be given credit overseas. The brief article suggested "the lights are still bright on Broadway, but for true theatrical wattage, Chicago is now the place to go." Readers were warned it's tough to decide what to see with over 200 companies to choose from, but the magazine recommended the Goodman's Finishing the Picture, Steppenwolf's The Dresser and Monty Python's Spamalot at Broadway in Chicago, as well as 500 Clown's Loop Theatre remount of Frankenstein and Curious Theatre Branch's Rhino Fest.

The lights are dimming at Defiant Theatre, however. The company closed its doors with A Clockwork Orange as its last hurrah. Now's your chance to buy up some of the company's costumes, masks, puppets or props that have made the Defiant shows so exciting over the past 10 years. Theatre office equipment and flats and platforms are also for sale. "We're just getting rid of everything," said the company's Linda Gillum. "There are things that are as low as 25 cents or $2...We just want to get rid of it all."

Are you eager to see your name in bold print? Looking to share your latest industry news? E-mail Jenn at [JQGODDU@SBCGLOBAL.NET] if you have announcements for Behind the Curtain.

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