Category: theatre

art, creative, creativity, Cubby Bernstein, theatre

Cubby Bernstein is waiting for Tony

Christa Avampato

I can’t believe it – I am actually going to have to watch the Tony Awards this year. My friend, Trevin, who has every Tony show since the dawn of time on video in pristine condition, will be thrilled that I am finally joining him in watching the broadcast. Now the show is guaranteed at least two television viewers.


Despite the fact that I love theatre and used to make my living in company management for Broadway shows and national tours, I have never liked the Tony Awards. I blame that on the fact that there is rarely a surprise award and that the critics seem to run everything. It has none of the elegance found at the Oscars and none of the fun found at shows like the CMAs. And despite the fact that the industry is built around live entertainment, the staging is awful for a televised audience, through no fault of the Broadway companies that put so much effort into the performances. 


However, I am so enjoying the Cubby Bernstein webisodes at http://www.cubbybernstein.com that I am routing for Xanadu to deliver on its promise of “Yes it can”. And therefore, I need to watch to see what happens, and because I want to see what the Xanadu producers have in store for Tony night. 


There’s something decidedly unique and inspiring about a little show that the public and critics laughed at when first announced, and has now been open a year, coming from behind and taking the top prize. Instead of the usual Broadway materials, actors, and producers who win over and over again, more for their reputations built on achievement from shows gone by rather than their current work, it’s refreshing to see a whole new crew take on an industry that is in desperate need of reinvention.  


Just announced, Patti LuPone and Cynthia Nixon will give Cubby a hand on the latest YouTube webisodes to promote the show. See the full announcement at: http://www.playbill.com/news/article/118490.html. (Thanks to my friend Dan for sending this link to me.) Nathan Lane also recently made an appearance. My only regret is I didn’t get to purchase a Cub-cake to support the company, and I missed my chance to meet Cubby at the promo event. Even if the show doesn’t win the Tony, the producers have breathed life into the stale Broadway marketing business. And in that cause, Xanadu moved from “Yes it can” to “Yes it has”. Congratulations Cubby, you did it!

art, business, producer, theatre

Cubby Bernstein

Christa Avampato

You’ve got to hand it to those wacky producers over at Xanadu. They’re young and fearless, and finally they are starting to crack the crusty old wheels of Broadway and the marketing of Broadway shows. My friend, Dan, pointed me to Cubby Bernstein, a fictional character who makes his bones by getting people Tony Awards. Cubby’s about 10 years old though he behaves like a grown theatre promoter with an attitude problem. (Sorry – was that redundant?) While antics like his are often deplored in adults, when Cubby behaves this way, it makes for good comedy in that very Doris Roberts sort of way.

What I love about Cubby is how completely unconventional and creative the entire campaign is, and how little money it cost to produce. I follow him on Twitter, and you can friend him on Facebook. On Broadway, the use of social media is practically unheard of so to step out like this is a big change for the industry. From the creation of Cubby’s character to the episodic nature of his YouTube segments, he is a little man with a plan in a class by himself. And maybe that goes for the brave producers of Xanadu as well. They may prove that being a little bit wacky can get you everywhere.

I haven’t seen the show, and I haven’t heard glowing reviews either, but this campaign has so piqued my interest from a business perspective, that I may just walk myself down to the Helen Hayes. After all, if I’m interested in having the theatre industry do more innovative work , I need to support new thinking. And maybe I’ll get a chance to meet Cubby.

creativity, social media, theatre

The Roundabout Theatre Company Connects the Dots: Sunday in the Park with George

Christa Avampato

The Roundabout Theatre Company was my first professional theatre job. I stayed for about a year, fresh out of undergrad. I have continued to follow their climb, and smile at their continued success. Todd Haimes is without a doubt a brilliant and masterful artistic director.

Though they don’t blog, they have begun to venture into the world of social media with videocasts and YouTube pieces. Their production of Sunday in the Park with George is currently playing at Studio 54. The show’s book was written by James Lapine, with music and lyrics by Stephen Sondheim. The musical was inspired by the painting “A Sunday Afternoon on the Island of La Grande Jatte” by Georges Seurat.

Composed of many tiny “pixels”, the Roundabout has invited anyone and everyone to contribute their own photograph to be one of the many tiny images that will make up a re-creation of the painting’s dots, a la Chuck Close. I love this because it asks people to contribute something specific and personal. As a community, we build something together and the Roundabout will send updates periodically to let us know how the progress is going. You can also leave messages for people who have contributed their photos.

In social media, there’s a place for everyone to play, an opportunity for all of us to contribute to the conversation. It’s all about telling your story in your own voice, in a way that makes sense for you organization. To contribute your photo to the Roundabout’s project, visit http://www.sundaydots.com/

theatre, writing

It’s all in the edit

Christa Avampato

In recent days I’ve been building a presentation by committee. And it’s forced me to consider how to collect ideas from a wide audience, put them through a filter, a funnel, and then develop a unique, singular voice. If only I could draw, it would make a great visual: All the voice of the world at the top, been strained into a funnel with a neat, well-crafted set of ideas at the bottom.

I’m struggling with how to make the process less painful for all involved. It’s a struggle to edit. As a retail company, we are forced, constantly, into editing because the size of the box is finite. It’s true for newspapers, magazine, broadcasts, and museums. In some sense even for Google and Amazon.com – how much surfing is one person really willing to do on any one topic or product category – after a few pages of results, I’m done!

When I first moved to NYC, almost a decade ago, I worked for the Roundabout Theatre Company. Todd Haimes was then, and remains, the Artistic Director. And he’s brilliant. The best there is. In an interview, he was asked why he never directed shows. He answered, “I have no interest in directing shows. My passion lies in bringing talent together to get the work done.” He is a curator, an editor, of talent. He gathers, sifts, and funnels a multitude of great theatrical pieces and builds a season of shows each year that make a cohesive, powerful statement.

I thought about Todd as I worked on this presentation with a multitude of people voicing their opinions about what’s important. Deciding what matters and what doesn’t matter really is the hardest work on Earth, and the most important – through editing we define who we are, and what matters.

The photo above can be found at: http://www.blackwell-compass.com/render_image/fragments_home_editor_letter_image

art, museum, technology, theatre

A meeting of the minds: art and technology

Christa Avampato

I have been out of professional theatre management for quite some time now. I love going to shows, love reading about the industry. Every once in a while I get a twinge to go back to it, and then about 5 seconds later I have a moonstruck “snap out of it” moment. We idealize the past.

While I am not sure if I will ever return to the industry, I am passionate about propagating the arts. I read Michael Eisner’s book A Work in Progress about 6 months before I moved to New York City to begin my career in theatre. It is not an exaggeration to say that he very much influenced my decision to give it a shot and see what I could do in the industry. He has a quote in the front cover that to this day is one of my favorites, and it bears repeating. “What hope there is for us lies in our nascent arts, for if we are to be remembered as more than a mass of people who lived and fought wars and died, it is for our arts that we will be remembered. The fortunes wither, the kings depart. What survives are the creations of people who are makers and artificers of the spirit.”

I am now an outsider of the industry with some wonderful friends still very much inside. Over the past few months I have begun to wonder how on Earth the industry expects to survive without embracing technology beyond complicating lighting plots and set designs. With all of the competing interests for time that consumers now face and a shaky economy, the arts cannot expect to rely on local audiences and tourists to make up the whole of their subscriber base. The traditional subscriber model needs to be ripped to shreds and rebuilt. Why should Lincoln Center limit their viewers to only those who can get to NYC? Why not develop a subscriber base that spans the globe?

I’m talking about a technological platform that would film performances and museum exhibits in very high definition to be broadcast via subscription on the web to those who pay per log-in. I am already hearing the naysayers – “theatre is about being there”, “what about the live interaction that the actors need?”, “no technology can replace actually being there in person”. I agree with all of that. And the die-hard subscribers will, too. They will still come to performances and exhibits.

Let’s consider those who can’t get to the theatre or museum: why should art institutions leave that money on the table? Why shouldn’t all people everywhere be able to experience and appreciate art wherever it is? If we don’t do this, can we hope to hang on to young audiences who are so intrinsically linked to technology? And don’t our artists deserve to have the ability to reach audiences far and wide?

The other bonus that this kind of technology would offer is the ability for those who see the performances to interact with one another, to keep the artistic discussion going long after the curtain goes down. Not to mention the diversification of revenue – new subscribers and the increased ad money that could be made available to arts organizations to not only survive but to thrive.

I have a certain disdain for critics – how they kill works of art before the performers even get their arms around a piece. Why should the critics decide what shows stays open on Broadway and what closes? Why does this very select group of people get to determine the art we see and enjoy? Opening up the subscriber base and encouraging the conversation among patrons returns the power to the people it rightfully belongs to – the patrons.

The above images can be found at http://infocusmagazine.org/3.2/images/eng_beyond.gif

art, career, guest blogger, job, Rob Lorey, social work, theatre, work

Career transitioning by guest blogger, Rob Lorey

Christa Avampato

In an effort to expand the depth of the topics I cover and to provide readers with new perspectives, I have decided to ask a few of my most interesting friends who inspire and enlighten me to appear as guest bloggers. The first one is my friend, Rob Lorey. I met Rob while we were on the Beauty and the Beast tour. He is an exceedingly talented performer and generous man who has now turned his talent toward a new career that is taking him in an entirely new direction. My love and thanks to Rob for sharing his story on this blog.

“I have been asked by my friend, Christa, to discuss career transitioning-which is interesting considering her own history. I have looked to her as a model when questioning my motives or planning. She has always seemed to me a person of keen intelligence and interests, who will throw herself into a given course with 110 percent dedication, yet readily change course with complete determination and little concern for popular perception. There. That’s my entry for the Christa Fan Club.

My own journey has been a bit lengthier- but very fruitful. I spent roughly twenty years in the entertainment industry- mostly stage work. This career took me all over. I’ve lived in several great cities, toured throughout the US and Canada, and spent time in Europe and Asia. By all accounts, I’ve been very lucky and reasonably successful.

But I find that a career in the Arts intensifies the perception that one has never quite “arrived”. No matter what successes you attain, you’re always looking to someone who has what you perceive as the better gig. It is very difficult to maintain a realistic sense of progress- and easy to become career obsessed. Add to that the very real dearth of work opportunities and the increasing talent pool you are competing with. It can be a bleak picture!

My own journey has allowed me the luxury of time for reflection. My last big tour gave me the opportunity to take stock and make some decisions about how I might want the rest of this ride to go. I will spare readers the nuts and bolts of this existential journey. Suffice it to say I decided that I needed to expand my capacity for work opportunities and life experiences. That’s what this move feels like- an extension of all that has come before it.

Currently, I’m pursuing a masters in Social Welfare- which is whooping my ass (back to a full time program after 25 years….ouch!) But it is incredibly interesting and engaging. I continue to perform- though not to the extent I was. It’s a necessary sacrifice for the big picture. I am not sure how I will choose to use all this once I have completed my degree. I know that whatever I do, I’ll be utilizing all aspects of myself, and all the work and life experience I have accumulated.

What a gift to be so energized and……expectant at this juncture! Goes to show you: every day is an opportunity to reinvent, to do better, to experience more!”

The above photo can be found at http://www.makinglemonade.com/Career%20Transition.jpg

happiness, New York, theatre

The Apple Sisters

Christa Avampato

A few weeks agao, I wrote about meeting Bob McClure as he was selling his homemade pickles (http://www.mcclurespickles.com/) at a charity event I attended. Last night, Bob invited me to see a variety show he was in at the People’s Improv Theatre (PIT) on West 29th Street. Bob was a part of The Apple Sisters variety show. And for those of you who missed the show, I would suggest logging in to their myspace page, www.myspace.com/theapplesisters so you are sure to catch their next act. I was laughing for a full hour at the comedy act these women put together.

I spent about 5 years working if profesisonal theatre management for Broadway shows and national tours. I left the business largely because I felt uninspired, though I have continued to attend shows whenever I can. The Apple Sisters is one of the best acts I have seen in a very long time. To be sure the show is not without its glitches, though the energy and spontaneity these gals have makes the glitches part of the fun. You won’t find polished choreography or perfect pitch in the songs – you’ll find something much better. Humor, warmth, and a very talented trio of writers. Their creativity will make you wonder why we haven’t yet heard more about these women – I have no doubt that large-scale success is on the way.

Also, if there’s an inspiring improv comic inside of you just waiting to get in on the act, The PIT offers classes, workshops, and tons of events. Most of the shows cost $5 – $8 per ticket – so much laugh for the buck that you can’t afford to pass it by. http://www.thepit-nyc.com/