Much to a director's dismay, the show begins the second audiences have their tickets scanned at the theater. Consciously or not, an audience begins to evaluate the theatrical experience as a whole during its first interaction with an usher at the theater. This past spring, I had two drastically different experiences with ushers and they left just enough of an impression on me to write this blog entry.
Let's start with the positive. This past spring, I attended a performance of ROCKY at the Winter Garden. I was fortunate to have been given a seat in the Golden Circle (the section of the audience that is escorted onstage for the final fight). The ushers at the Winter Garden could not have been more gracious offering up a complimentary coat/bag check and escorting me to my seat. While explaining the process of moving from seat to stage for the final fight, they were patient and informative. Overall, my interaction with these ushers left me feeling like I was about to treat myself to something wonderful. Regardless of what I thought of the show in the end, the evening started with the promise of a special night of theater and I was excited even before I heard those familiar opening notes of Eye of the Tiger.
Let's start with the positive. This past spring, I attended a performance of ROCKY at the Winter Garden. I was fortunate to have been given a seat in the Golden Circle (the section of the audience that is escorted onstage for the final fight). The ushers at the Winter Garden could not have been more gracious offering up a complimentary coat/bag check and escorting me to my seat. While explaining the process of moving from seat to stage for the final fight, they were patient and informative. Overall, my interaction with these ushers left me feeling like I was about to treat myself to something wonderful. Regardless of what I thought of the show in the end, the evening started with the promise of a special night of theater and I was excited even before I heard those familiar opening notes of Eye of the Tiger.
On the flip side, I attended a performance at another theater during this visit where a Disney production was up and running. I won't name the theater or the production - though it rhymes with floozies. I found the ushers at this theater to be unresponsive, impatient and condescending. They felt the need to instruct me (not simply remind me) that I was not allowed to take photos during the production and that I had to turn off my cell phone. I get it. I look young; possibly younger than my actual age. And understandably, I become easily resentful when ushers make the assumption that I lack proper etiquette simply because I am a younger (for theater demographics at least) audience member. I become extra resentful when there are two rows of teeny-boppers in front of me taking selfies every two seconds who are not given then same lecture.
In this particular situation, the pre-show look includes a giant scrim plastered with Disney branding. Having been to Disney World, I know there is no place with better customer service. For lack of a better word, Disney staff creates a magical experience for all who enter their parks and resorts. While these ushers are not Disney employees, Disney, as a producer, should very well make sure that those involved with this experience are living up to the Disney standard of excellence. At the end of the day, their brand's reputation is at risk.
In this particular situation, the pre-show look includes a giant scrim plastered with Disney branding. Having been to Disney World, I know there is no place with better customer service. For lack of a better word, Disney staff creates a magical experience for all who enter their parks and resorts. While these ushers are not Disney employees, Disney, as a producer, should very well make sure that those involved with this experience are living up to the Disney standard of excellence. At the end of the day, their brand's reputation is at risk.
Producers - think of what you are trying to do with your audience. Are you producing a classy revival of an important American play? Is your show a one non-stop party? Is it sexy and slightly scandalous? Do you want to transport your audience back to the Golden Era of Broadway? In many ways, the is the front of house staff that can have the biggest effect on setting the tone of the show. Whether they are the sleeveless ushers at the scintillating CABARET or the classic or the dignified ushers at pitch-perfect OF MICE AND MEN - let's not forget, for better or worse, they are part of the show, too!
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