The Scene: Minneapolis' New Young Patrons Initiative

With the sometimes-high cost of theatre tickets, an evening out can be beyond the means of young theatergoers. Luckily, The Hennepin Theatre Trust-the non-profit organization that owns and operates Minneapolis' State, Orpheum, and Pantages Theatres and Hennepin Stages-is aware of this issue and seeking to do something about it. This fall, the Trust created a new initiative called The Scene to make theatre and other events in their performance spaces more affordable, accessible, and approachable for young patrons, as well as to provide a network of other people in the area with similar interests.

The Scene, which is open to those between the ages of 21 and 39, is run by an advisory board that meets every other month to plan the group's events. Erin Harney, the board's newly elected chairperson, isn't a stranger to initiatives like this one-she's been a member of Crescendo Project, the Minnesota Orchestra's young patron's group, since its inception. Harney also has experience with the Trust through their education initiative, the SpotLight Musical Theatre Program, as a program evaluator, and is, herself a playwright.

The initial group of advisees were called together informally in late summer of last year to talk about the program's formation, and in the early fall, tried out their first event to gauge community response. Over one hundred people attended that first event, a behind-the-scenes look at the new musical 101 Dalmations, which launched its national tour in Minneapolis in October of 2009. Attendees toured backstage at the Orpheum Theater, visited the costume shop to see how the show would be using stilts for the actors to enhance the illusion of a dogs' point of view, met with the show's dog handler, and, in keeping with the program's goal, got a chance to meet new people and socialize with other young arts patrons in the Twin Cities. The goal, says Harney, was to create a unique event and a once in a lifetime opportunity.

Thanks to the Trust's relationship with neighboring restaurants, the event was free, and it was such a success that the board began planning the group's official first event. On December 1, 2009, The Scene joined the cast of the new touring company of Tony-winning musical In the Heights to celebrate their Minneapolis opening night. The cost to attend that kickoff event was $60, which included a yearlong membership to The Scene (a $45 value), a private reception prior to the show, a party afterward, and orchestra level tickets to the show. The post-show party was not just for Scene members, either. Attendees joined the cast party, an event usually reserved for those affiliated with the show, the press, and Trust VIPs. By the time Harney left around midnight, she remarked that the show's cast and Scene members were salsa dancing together, celebrating well into the night.

That first event brought the group's membership immediately to 85. After the January event, a complimentary happy hour at partner restaurant Om, membership is up to about a hundred, and attendees had the chance to win opening night tickets to the opening nights of upcoming national tours like Young Frankenstein and Avenue Q. Scene members also have the opportunity to purchase discount tickets, at $35 each, to Young Frankenstein, which plays at the Orpheum from February 9th to the 14th.

While the purpose of The Scene is partially to bring patrons together to socialize and enjoy the community of young theatergoers in the Cities-and, Harney emphasizes, it's a setting where no one should feel awkward coming to an event alone, since between the board and the other likeminded members, there will always be someone to talk to-it has other goals too. One of those goals is to provide education about what goes into making theatre happen. That's why the group's February event, which is free to members, will be an opportunity to attend a reading of a new play by a Minneapolis playwright that is otherwise open only to potential investors, followed by a talkback with the playwright and a reception with food from restaurant partner Palomino.

And because the Hennepin Theatre Trust's spaces are home to events other than theatre, The Scene has structured its March event around Jimmy Fallon's appearance at the Orpheum on March 6 with a reception afterward. April's event will be theatre-focused again and will line up with the touring company of Avenue Q's engagement at the Orpheum from April 13th through the 18th.

Scene membership costs $45 per year for individuals or $80 per year for a couple. More information, including a full list of benefits of membership and information about upcoming events, can be found at http://www.hennepintheatretrust.org/thescene/ or by following The Scene on twitter at http://www.twitter.com/the_scene or on facebook at http://www.facebook.com/TheScene

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