By Jim McCarthy Dec 12, 2008 0 comments

The Perils of Being Live 1.0

Here’s Marni on Shuffle’s take on the closing of American Musical Theater of San Jose.

The story is that after 70 years in business, this major regional theatre just closed shop.  First, let me say that I appreciate what AMTSJ did as an organization (and in the spirit of full disclosure, they were a Goldstar partner), but I have to say that it’s an excellent illustration of what operating in a Live 1.0 mode will do to you in the Live 2.0 era.

Primarily, in their case, I mean two things:  they made themselves into a commodity by presenting very, very conventional musical fare.  Starlight Express just ain’t gonna get it done in 2008.  (Or maybe as part of a more daring, audience-oriented mix.)

Second, there was a kind of nonchalance about their marketing that I never quite got.  Like many similar organizations, I think AMTSJ drank its own Kool-Aid.  Not worrying about yield or revenue per seat or audience demographics simply isn’t sufficient.  It’s a competitive marketplace, and however grand and venerable an institution is, it must earn the patronage and preference of customers every day.

Still, it’s a negative turn of events, and my only hope is that someone can put that organization back together in a more Live 2.0-friendly way.  If they can, they should be able to make another 70 years with no problem.

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