So, it is with a sense of profound relief and joy that I can finally say that we have a signed lease. Yes, after 15 months, Theater Wit has signed a lease at 5437 N. Broadway for about 11,000 square feet which will encompass two performance stages, a classroom, office, rehearsal space and a scene shop. Oh, and a lobby. With bathrooms! (Five stalls for women, one for men—intermission justice at last!) We’re committed to an 8-year initial term, followed by up to another five 3-year renewals.

With 23 YEARS potentially in front of us, I’ve been giving a lot of thoughts to my neighbors. When you open a theatre, you aren’t just opening a performance space, but a community center and business. Like any business, you’ll need ties into the surrounding business and residential communities. You’ll need to make friends, and if you are like us, you will want to keep them. In 23 years, my three-month old daughter will be grown and out of the house (but not married, because I’ve decided never to let her date). I’ll be considerably older and fatter than I am now. And Theater Wit will be a recognized community and business leader in the Edgewater area. If all goes well.

So, when moving into a neighborhood, who do you have to contact? Who can help/hinder your plans? How can you translate your ties to the local business and political community into tickets and support for your art?

Now I must confess, my previous articles all had the benefit of reflection and time. Frivolously, I’ve squandered two years of history on a mere four articles. In truth, most of those two years were spent searching, scheming and waiting. Now, you unlucky readers now can get the benefit of watching our schemes take root or unravel grievously in real time! So much of this month’s look at opening a space is a digest of a ton of books, Internet research and conversations with local theatre owners. Nonetheless, now that I have an actual location, I’ll be trying all the below, and I’ll try and keep you updated on what works and what doesn’t.

Your New Best Friends

Your Alderman. Attempting to open a theatre without the support of your alderman is foolish. Your alderman’s office is your window into the community. They know who is in charge of, well, everything in the neighborhood. They are also in a unique position of knowing about upcoming events: malls opening, new housing developments, etc. They are like the host at a party; they know everyone in the neighborhood. They can set you up with introductions to the chamber of commerce, neighborhood groups, parking lot owners, etc. In some events, they can get your filing fee for the permitting process waived, saving you several hundred dollars with the stroke of a pen. The alderman is also your guide to all matters that involve the phrase “The City of Chicago...” such as building and zoning questions, graffiti removal, signage, and parking/valet permits.

More importantly, once you are established they are an excellent reference for other business to your theatre. Is a neighborhood group trying to rent a meeting space? Is a new bar looking to raise community awareness and needs a partner? Does a street festival need some slots booked at a block party? The alderman’s office can act as a broker for all these opportunities and direct them your way.

Chamber of Commerce. The local chamber of commerce is the clearinghouse for all business-oriented activities. They are a combination of a lobbying group and social network. Chamber events are valuable for networking with your neighbors. At the same time, the chamber of commerce organizes community business initiatives like co-op advertising and street renovations. For example, if a new parking restriction being advanced in the alderman’s office might prevent your audience from street parking, the chamber can help represent your interests and those of other businesses to the local government. There is no reason not to join your local chamber.

Local restaurants and bars. Your theatre will be open (eventually) and audience will start showing up (hopefully). Partner with local eateries. Send business their way and they’ll host that benefit you’ll so desperately need at the end of your first season. Start exploring the options of dinner packages and co-branded advertising. The number of services restaurants can offer theatres is well known. But remember, these folks are also looking to drive business. Start by eating there. The more familiar you are with the local restaurants and bars, the more helpful you can be to your audience. Whenever I’ve worked box office, whatever theatre, I was invariably asked for detailed dinner or drink recommendations. The more business you refer to the restaurant owner, the more likely he is to advertise with you and act as a partner. Help your audience enjoy an evening and help your organization at the same time.

Local schools/churches. These are terrific sites for organizing group sales. If you have education/outreach programming, schools and churches are a no-brainer. Youth-related programming? Check. A wonderful source of educated, thoughtful attendees? Check. A good source for extra rehearsal space? Check, check, check.

Community/Neighborhood Groups. Every neighborhood has a resident association, the counterpart to the chamber of commerce. These groups also organize block parties and help represent the residential community to the alderman’s office. Most significantly, you need letters of support from these groups before applying for zoning variances or other support services from the alderman. Write them quickly and introduce yourself and your plans. Attend that block party. Set up a booth. Meet your local audience to be. Ultimately, the theatre is a retail business. Start making friends with your customers.

The League of Chicago Theatres. Sure, the League is chock full of yummy benefits like cheaper advertising rates, Hot Tix, taxicab video advertising and events featuring David Schwimmer. They are also an extremely effective lobbying group, with a set of contacts in the city that may be completely different from your alderman’s that you can draw on. As an example, our real estate agent thought that the post office prevented our landlord from building condos on our theatre-to-be’s location. The landlord said it was part of the housing code for residential units. The alderman’s office thought it was because the fire department wouldn’t allow members of the public so far removed from the street. The League was able to hook us up with a city representative in the department of buildings who verified that the site was viable as a theatre.

Anyone who’s ever opened a theatre. Get together. Enjoy the horror stories. Feel each others’ pain. Every delay experienced by other organizations might be a pitfall you can avoid. Besides, after working with so many government officials, don’t you just feel like kicking back a little?

Everyone else. Ultimately, the theatre is a retail business and you never know where the next opportunity might lie or where your next donor might come from.

Next month: Hiring a contractor and beginning the permitting process with the city, or, How to Spend Money Like Water on Consultants!

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