The following study is part of an Arts in the Age of Covid research team project conducted in July and August. This study is compiled from the research conducted and summaries articulated by Whitney Jefferson and is being published as a three-part series. This is part three and includes case studies of the Hollywood Bowl, Mr. Smalls Theatre, and repurposed drive-ins. For an introduction on how venues can implement technology to adapt to the new normal, read part one here. For additional case studies about the Enterprise Center and the Wolf Trap Performing Arts Center, read part two here.

Introduction

Live music venues—from large to small—have had to look for alternative ways to stay afloat and engage audiences while the pandemic prevents people from gathering en masse. Many places have turned to technology for solutions, frequently in the form of live streamed concerts. The following three cases provide a breadth of examples for how venues are innovating in the face of adversity and planning to implement technological solutions before and after reopening. The Hollywood Bowl is an example of a large, outdoor venue that could benefit from using software to map out what seats could safely be filled. As a small, independent venue, Mr. Smalls Theatre exemplifies how to use technology to remain connected with the community. A trend among artists and performing arts organizations across the United States is the repurposing of the drive-in model. We will look at how that can provide a safe, live complement to digital offerings.

The Hollywood Bowl

The Hollywood Bowl is an outdoor amphitheater located in the Hollywood Hills in Los Angeles, California. The venue is owned by the County of Los Angeles and is home to the Hollywood Bowl Orchestra. It is also the summer home of the Los Angeles Philharmonic (LA Phil). The Hollywood Bowl is an iconic concert venue because of its location as well as its distinct dome. Behind the venue, the Hollywood Sign is clearly visible, making this venue a Los Angeles icon. Because of its popularity and 17,500-person capacity, the Hollywood Bowl hosts hundreds of events a year.

State Covid-19 Policy

California has been one of the most heavily impacted states in the Covid-19 pandemic. Los Angeles has specifically been hit hard. In California, at the time this was written over the summer, there were 466,550 total cases and 8,518 deaths. Los Angeles County had seen 176,351 cases and 4,375 deaths. (These numbers have since risen and current data for California and Los Angeles County can be found here and here.) The public was—and still is—required to wear masks when outdoors when maintaining a distance of six feet from individuals not from the same household is not possible. There was an exemption, though, for people eating. If they maintained a six-foot distance, then people were allowed to take their masks off for the duration of their meal.

California will not be resuming concerts until Stage 4 of reopening, but the state was, as of July 29, in Stage 2. Stage 2 allows retail, manufacturing, offices (when remote work is not available), outdoor museums, and some personal services to be open. Since not all counties in California have as many cases as others, some counties will move through Stage 2 faster than others. Since Los Angeles county was so heavily impacted by the virus and is densely populated, it will take longer to get through Stage 2. In July, few guidelines for Stage 4 had been announced.

Facility

The Hollywood Bowl is a single outdoor facility with a 17,500-person capacity. The seats closest to the stage are box seating, then there is individual stadium seating, and closest to the back are benches. There are also four different seating sections. The image below shows not only the seating, but also what a crowd looks like occupying this space. It’s also important to note that, similar to the Wolf Trap Foundation for the Performing Arts, the Hollywood Bowl allows guests to bring in their own food and drinks. Alcohol is permitted, but it depends on the type of event. Patrons are allowed to bring alcohol to LA Phil events, but not for leased events. A leased event would be, for example, if John Legend performed at The Hollywood Bowl, in which case alcohol would have to be purchased.

Covid Impact on Business Activities

The Hollywood Bowl has cancelled all shows for the rest of 2020. The next shows slated to occur are on the 2021 calendar starting in May. The museum normally offers tours of the facility and the grounds, but since Covid-19, no tours are to be conducted until further notice. Even though these tours are free, the Bowl is a historic landmark in Los Angeles and educating people is a main concern of the organization.

All shows for the rest of 2020 for the LA Phil have been cancelled. The LA Phil performs at The Hollywood Bowl, Walt Disney Concert Hall, and The Ford. All three locations are dark for the rest of 2020. As a result, the LA Phil has decided to honor subscriber tickets to the 20-21 season for the 21-22 season. The LA Phil has also given patrons the option to get a refund for their tickets, receive credit for the tickets, or to make their ticket purchase a donation to the organization. The philharmonic is trying to keep the community engaged by putting content online. There are many options available including watching archived performances, watching a free concert and donating to educational programs, and listening to an online festival. The LA Phil launched its SOUND/STAGE series in September, which includes periodic episodes of filmed performances—some at the Hollywood Bowl—coupled with extra digital content relevant to the performance.

According to the LA Phil’s 2018 Donor Impact Report, the annual operating fund for fiscal year 2018 at the Hollywood Bowl, Disney Concert Hall, and The Ford was $35.6 million. Programming accounted for 67% of the income in fiscal year 2018. It also accounted for 85% of the expenses. Only percentages were given instead of hard numbers, so it is difficult to know exactly how much income contributes to the operating fund. However, given the information presented, it is clear that Covid-19 has definitely impacted the daily operations of this organization for 2020. To help offset these stages being dark, the LA Phil set up the “Play Your Part” donation. All donations go to the musicians, staff, educators, and students.

Other Issues with Reopening

The Hollywood Bowl is a large venue and, to open safely, precautions would have to be taken in order to protect patrons. The Bowl is an outdoor venue, so that is a plus, but that does not negate any precautionary steps that the venue would need to take. Since there is not a lawn area at the Bowl, it would be relatively easy to use an algorithm to determine the maximum number of seats that the venue should sell in order to follow social distancing guidelines. Since seating could be accommodated at a drastic reduction in overall capacity, the biggest concern would be ingress and egress. Luckily, the Bowl has a lot of space on the grounds to accommodate for such measures. There are plenty of parking lots onsite and one or two could be converted to allow for socially distanced queues.

The Hollywood Bowl should encourage patrons to purchase tickets in advance. This would cut down on the number of people working at the box office. In addition to a reduction in staffing for the box office, ticket scanning should be automated to limit the amount of contact between people. Another policy to keep people apart is to institute a clear bag policy so that security personnel can keep their distance. The new bag policy and use of metal detectors would serve as a safe alternative to pat downs and bag searches.

As mentioned in the previous case studies, selling merchandise in the middle of a pandemic is a very high risk activity. Since the Hollywood Bowl has a lot of open space, if merchandise were purchased online, the venue could offer an option for onsite pick-up of that merchandise. The pick-up process would operate similarly to ordering takeout food. The downside of offering this option is that people would not be able to touch or try on any merchandise before purchase and there would be no exchanges.

Conclusion

There seems to be a long road ahead until the Hollywood Bowl will be able to host events again. The Covid-19 situation is not getting any better in Los Angeles County, and because of that, the LA Phil will not be able to host performances. Aside from the LA Phil, leased events will likely not occur if a substantial number of seats cannot be filled. If events were to happen, it would be imperative to use software or an algorithm to identify the most seats that could be sold during a show. Even though the Bowl has the benefit of being an outdoor venue, not being able to fill enough seats to make a profit would be a deterrent from having shows. Until the virus gets under control, the Bowl should continue to put content online for patrons to enjoy. The LA Phil has gone beyond the livestream concert model in its SOUND/STAGE series by producing content that takes advantage of the digital space, while still utilizing the Hollywood Bowl setting in the videos.

Mr. Smalls Theatre

Mr. Smalls Theatre is a 1,000-person capacity venue located in a borough of Pittsburgh, Pennsylvania, called Millvale. The venue was founded by Liz Berlin and her husband Mike Speranzo. Mr. Smalls Theatre caters to many indie artists, but it is also a large enough venue to host national touring acts. This venue is a great place for musicians to perform at while trying to build a larger fan base and has several performance spaces to accommodate various types of acts. Since the venue has the theatre with a capacity of 850, it is an ideal place to perform if an act has a decent following in the Pittsburgh area. If the act does not have as much of a following, Mr. Smalls could still be an option as a performance space. Upstairs is the smaller performance area, The Funhouse. The Funhouse is a 175-capacity venue that gives space to performers who may not have a large audience, but who want to build a connection with people in the Pittsburgh area.

Policy Regarding Covid-19

In the state of Pennsylvania, as of July 21, 2020, there were 102,765 confirmed cases of Covid-19 and 7,038 deaths due to the virus. (These numbers have since gone up.) Pennsylvania defines its reopening phases as green, yellow, and red rather than by numbers. As of July 3, 2020, all counties in Pennsylvania were in the green phase. Although the counties were in the green phase, business activities were slowly being restricted because numbers keep rising. At one point under the green phase, entertainment venues could open at a 50% capacity. However, since Mr. Smalls Theatre also has a restaurant, the upstairs area had to abide by the restaurant guideline which was to operate at a 25% capacity. In the yellow phase, concerts are not permitted. Throughout the reopening process, businesses are required to engage in contact tracing. The state mentions a surveillance and monitoring system, but it is unclear if a record of patrons over the last fourteen days would suffice for entertainment venues.

Due to Covid-19, many small venues across the country have felt left out and neglected by public policy. As a result, early this year, the National Independent Venue Association (NIVA) was founded. NIVA lobbies on the behalf of independent venues and promoters to help preserve these institutions that have a large impact on local economies. The Artists' Letter to Congress was written on June 18, 2020 as part of the Save Our Stages campaign and was signed by many high profile celebrities including Whoopi Goldberg, Neil Young, and the members of Earth, Wind & Fire. In July, there were nearly 2,000 members of NIVA—including Mr. Smalls Theatre.

Facility

As a renovated church, Mr. Smalls Theatre has maintained the aesthetic architectural beauty that exists in the community, but managed to create a space that caters to the community on an entertainment basis. The design of the building makes it an unsuspecting concert venue, but that makes it all the more fun. Inside the venue, there are the two performance spaces, a restaurant, and a few bars, including one in the basement. The theatre typically caters to general admission concerts, whereas the Funhouse can be a general admission space or have tables and chairs. The theatre is sometimes utilized for special events like weddings. The image below is a picture of a general admission show in the theatre. There is a balcony area that wraps around the venue. The area can be reserved in advance and give guests the opportunity to sit down while watching a performance. It is also an option for people who want to enjoy a meal during the show or for larger groups of friends to all be together. Reserving this space does cost money and the fee is added to a food and bar tab to enjoy throughout the night. The balcony has options for individual seating, private sections, and rooms.

The setup of the Funhouse is very reminiscent of a comedy club. It is small and allows the audience to connect better with the performers. The room is an intimate setting for smaller artists as well as comedians. There is a bar that lines the back of the venue space. Even though the Funhouse is not a large space, the bar allows guests the opportunity to stay in the room during the performances if they want a drink. For some similar small performance spaces, that tends not to be the case.

Outside of the Funhouse, leading over to the Balcony entrance to the Theatre, is the Funhouse Restaurant. This is the main place to buy food in the venue, but alcoholic drinks are sold here, inside the Funhouse, and in Mr. Smalls Café, the bar in the basement. Mr. Smalls Café is also a place for guests over the age of 21 to enjoy a drink before the shows start. During the daytime, the café also acts as the box office. Mr. Smalls Theatre may not be the biggest venue in the Pittsburgh area, but it utilizes the space it has effectively.

Operations at Mr. Smalls Theatre

The theatre at Mr. Smalls sells 669 tickets and grosses $16,183 a year, on average. Since Mr. Smalls is a small venue, the lack of shows has hurt business activities. The uncertainty of things has made Mr. Smalls join NIVA and turn to the community to help support their staff. The venue has also set up a GoFundMe to try to raise money to support the employees during these tumultuous times. As of August 2020, Mr. Smalls Theatre has managed to raise just over $16,000 of its $40,000 goal. Like many venues, Mr. Smalls is eager to reopen, but when they do, they will do it responsibly.

Covid Impact on Business Activities

Covid-19 has devastated communities all over the world and Pittsburgh has definitely been impacted by the pandemic. Between the Theatre and Funhouse, Mr. Smalls puts on more than 100 events a year, including acts like Rick Astley and Knuckle Puck. Since the pandemic, Mr. Smalls has had to cancel and reschedule many shows. As of July, in the Theatre, there were seven events still on the calendar for the rest of 2020. Of those seven events, five of them were shows that were supposed to happen earlier this year and got postponed. For the Funhouse, there is only one event on the calendar for the rest of 2020.

According to Ricky Petticord, talent buyer at Mr. Smalls Theatre, Mr. Smalls is invested in the community and wants to stay involved. On Mondays, Mr. Smalls normally hosts the Acoustic Café in the Funhouse to allow guests the opportunity to use the open mic night to share their talents. Since Covid-19, Mr. Smalls has moved the open mics to Facebook Watch Party where people can upload their own videos. This allows everyone to stay involved in these events and have a space to hang out virtually on Mondays. In addition, Mr. Smalls hosted a virtual Pittsburgh Women's Music Festival in May. Mr. Smalls is also looking to build a live broadcast studio onsite. This would help them do more livestream events and benefit the local music scene.

Other Issues with Reopening

One of the biggest issues Mr. Smalls Theatre will face when reopening is how to maintain distance between patrons. Since, according to its leadership, Mr. Smalls will be incorporating a dinner theatre paradigm for shows, the venue will function more as a restaurant. Restaurants in the state of Pennsylvania are allowed to reopen indoor seating at 75% capacity in the green phase. Pennsylvania has not yet released any guidance on mask wearing for indoor concerts, but since Mr. Smalls will be operating as a restaurant, the venue should be in compliance with the current state Covid guidelines.

Since Mr. Smalls Café is a small, intimate space, the number of people in it at any given time needs to be regulated. This includes during the day. To cut down on the amount of high-touch items, Mr. Smalls Theatre should encourage as many patrons as possible to purchase their tickets online and use their phone to scan their way in.

Even though the merchandise stand is outside of the Theatre, that area is highly trafficked and can cause really bad congestion, which is not ideal given the circumstances. The best option here for selling merchandise is to tell artists to offer a QR code so items can be purchased online.

Post-Covid Precautions

In July, Mr. Smalls Theatre hoped to reopen sometime later in 2020 with a reduction in capacity to the theatre from 850 to 130 people. Once they reopen, national bookings will not be the main focus. Local artists are a better way to highlight the community and it is easier to host these types of shows. These new shows would be similar to dinner theatre shows as opposed to general admission. Tickets would be sold as a package deal where a part of the fee would go to paying the artist and the other will be a tab for food and beverages. Since food and beverages will be sold, Mr. Smalls is taking the steps of requiring temperature checks, masks for guests and employees, and will abide by local and state guidelines for restrooms. Mr. Smalls will also be looking into implementing a new point of sale system and an app that will allow for a touch-free experience for patrons.

Conclusion

Mr. Smalls Theatre has made an effort to continue to host the Acoustic Café events on Mondays on Facebook Watch Party. The attempt to maintain some sense of normalcy during the quarantine has likely resonated with patrons of Mr. Smalls. The fact that the venue is closely woven into the community has allowed them to raise over $16,000 to support the employees of the venue. The pandemic has put Mr. Smalls Theatre in a precarious position, but it seems that they are working diligently to try to safely reopen and engage their patrons using technology.

Repurposing the Drive-In

The first drive-in movie happened in 1933, but they did not gain widespread popularity until the 1950s. Over time, drive-in movies declined in popularity with the rise of home entertainment, and the concept became more of a commodity. Now, drive-in theaters tend to be more remote while the typical movie theater is more conveniently located. In 2019, there were 1.24 billion admissions to movie theaters in the U.S. and Canada. Most of those admissions were to a typical movie theater because drive-ins are not as prevalent. However, in 2020, drive-ins are making a comeback. People still want to have a movie watching experience in 2020, but they cannot pack a movie theater. Because drive-ins allow audiences to view a show in their own cars without being exposed to other people, the concept of a drive-in theater is exactly what is needed now for entertainment. If drive-ins are a good enough idea for movies, they can be altered to be utilized for live entertainment.

As we have seen from the preceding case studies, venues across the country, big and small, have been impacted by Covid-19. Live entertainment venues had to close and will remain closed until it is safe to congregate again in large numbers. Even though the typical concert should not be held right now, that does not mean that artists and live entertainment companies are not working together to abide by local Covid-19 guidelines in order to provide socially distanced performances. The easiest way to accomplish this goal is to offer a drive-in concert.

Covid-19 Impact on Artists

Many artists across the globe have been negatively affected by Covid-19. Musicians that have been harmed the most are gig workers and touring musicians. Some musicians are in a better financial position than others because of part time jobs or the fact that they have a following. It is significantly easier for a known artist to make money from live streaming or releasing new content than it is for a session musician who gets paid doing gigs. In order to get an understanding of how the pandemic has fully impacted the live entertainment industry, artists need to be assessed as well.

Touring musician Gina Chavez was more than willing to share her experience of dealing with Covid-19 and how that has impacted her daily schedule. Since Chavez could not travel, she decided to entertain her audience by live streaming content on Facebook. She did this for 21 days straight and found it to be incredibly exhausting. Upon reflection, Chavez realized how much energy she gets from the audience during performances and that it is hard to give that same level of energy for prolonged periods when she’s performing alone. Even though Chavez can’t tour, it doesn’t mean she’s not busy. Unlike some musicians, Chavez has a part time job, but on top of that she also released an EP during quarantine. Because of the record she put out, she’s now working on a Latin Grammy campaign for it. All of these things plus her live streaming has kept her very busy.       

Post-quarantine, Chavez said she is interested in doing a hybrid model for performances as long as her audience wants it. But for right now, as things stand in Texas, she’s in no rush to start doing in-person performances because safety is everything to her. Chavez is very aware of how privileged she is during this time and is taking the time she has at home to expand her skillset as an artist.

Since not all musicians tour, it is also important to get the perspective of classical artists and how Covid-19 has impacted their lives. Kristen Linfante is a classical musician and also the director of Chamber Music Pittsburgh. Linfante is aware that being the director of Chamber Music Pittsburgh puts her in an interesting position because she does not solely depend on performing to make a living. However, she is very sensitive to how hard the shutdown has been for many of her peers. According to her, everything about performing is “about interconnectedness between human beings and that’s against the rules right now.” She is also concerned about the mental and physical toll that the pandemic will have on musicians. She’s passionate about the fact that musicians need to be supported during this time, so that when the pandemic is over, musicians are still able to pursue their passions.

As a result, that is why she decided to move forward with Chamber Music Pittsburgh’s next music series. Many health and safety precautions have been put in place to protect the musicians as well as guests who will attend. The largest group for these chamber music performances is eight people, who can easily socially distance on a stage. As for the audience, Carnegie Music Hall’s capacity has been reduced from 2,000 to 150 people for these performances with the help of seating software that automatically forms a buffer around purchased seats. For those who do not feel comfortable being in person for the concerts, Chamber Music Pittsburgh is offering digital alternatives. This benefits the artists because they can still work and get paid, and it also benefits the community. With shows being cancelled across the country, this is an innovative way to entertain in the midst of a pandemic. Linfante says the response she has gotten has been amazing and offering digital recordings of the performances has allowed the organization to reach people outside of the Pittsburgh area. Chamber Music Pittsburgh will continue to utilize these digital alternatives after the pandemic to help people who cannot make it to shows still be able to see new content.

Why Drive-Ins?

Chamber Music Pittsburgh has put together a comprehensive plan to try to offer live performances again, but not all venues or artists are capable of doing that. That’s why drive-ins are the perfect choice for live events. Drive-in theaters consist of a large amount of space to accommodate hundreds of cars for a performance. Because of Covid-19, space is important and that is something that drive-ins provide. Drive-ins also allow patrons to bring their own food and beverages. Therefore, concession stands will not have to be open in order to accommodate guests. The only facilities that would need to be open are restrooms. Having an attendant control the capacity and sanitation of the restrooms is the ideal situation for a drive-in concert.

Since these concerts are outside, as long as cars are parked at least a car space from one another, about nine feet on both sides, there should be few issues with people sitting outside of their cars eating and drinking. It is important to have a successful event, but the number of cars should still be limited. Amesh Adalja from Johns Hopkins Center for Health Security said, “Anytime you have a mass gathering, you have to worry about the virus spreading. I do think a drive-through will decrease the risk ... but there will never be a zero risk.”

As for performers, there is ample space to assemble a stage in order to have a safe performance. As long as the performers can either social distance while on stage or are a part of the same household, everything should go smoothly. To reduce the amount of interaction with stage crew, though, it would be in the artist’s best interest to perform with some variations of backing tracks to cut down on the amount of musicians on stage.

Types of Drive-In Concerts

Not all drive-in concerts are the same. Some artists are doing live drive-in performances while others are offering drive-ins for streamed concerts. The ticket prices to the live drive-in performances would fluctuate depending on the market, but are expected to sell for $125 per car. In contrast, the streamed drive-in concerts range from $100-$115 per car. Upwards of $100 for a streamed concert seems a bit much, but it is unclear what margins need to be covered to produce a drive-in concert.

Large touring artist Keith Urban participated in his own drive-in concert because “not playing is just not an option.” Urban takes a similar stance as Chavez and Linfante in agreeing that the connection with people is one of the greatest joys of performing live. That’s why he and other touring acts like him need to find a place to continue that connection during the pandemic, and that tends to be in the digital space. Urban decided that was not enough and that he wanted to give back to frontline workers, so he started planning a drive-in concert for health care workers. He wanted to make sure that all safety guidelines were met, so he decided to reach out to Brian O’Connell, Live Nation president of country touring. Urban was aware of the fact that drive-in theaters were prime for his concerts because according to him, “Our fans have been doing tailgate parties forever before a concert. The only difference now is the tailgate is the concert.” When asked about what he regrets about the concert the only thing he could come up with is not having more people there. Similar to what Linfante suggested, Urban reduced the number of performers on stage with him by only performing with a keyboard player and backing tracks.

Conclusion

Drive-in theaters are the best option during the pandemic as a short-term remedy for live entertainment. Many states already have drive-ins for movies, so it’s a great opportunity for artists as well as owners of the drive-ins. Since the whole premise of a drive-in is to remain in your vehicle, social distancing during a performance will be easy, even if people get out to eat food. If the cars are spaced out properly and guidelines set out by local and state governments are followed, then the risk of spreading the virus during performances would drastically decrease.

Aside from that, it is much easier to offer streamed content to many drive-ins at one time. This method does not require the artist to tour and run the risk of catching the virus. However, streamed drive-in concerts are not as engaging for the audience and are not as gratifying for an artist. As repeatedly mentioned, the connection between the artist and audience is powerful during a performance and that is lost in a streamed performance. The ability to connect with others is a driving factor of music, and when that is taken away, performing is less fun for the artist and audience. To maintain the atmosphere of live entertainment, the live aspect needs to remain intact.

Until live performance is possible on a broad scale, however, digital offerings are still an option. Even after the quarantine is over, venues can provide digital performances for purchase. Chamber Music Pittsburgh is planning to continue to do this and it’s a great way to incorporate a new revenue stream into the business model. Even though these digital performances will not garner as much revenue as live performances, it will benefit the people in communities who cannot make it to performances. It is also a great way to spread awareness online of an organization—whether or not patrons are able to come in person.

Resources

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Chen, T. (2020, July 27). People Who Attended The Massive Chainsmokers "Drive-In" Concert That Drew Thousands Swear It Was Safe And Worthwhile. Retrieved from https://www.buzzfeednews.com/article/tanyachen/massive-chainsmokers-concert-during-covid-draws-backlash.

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