From advance materials, to the daily email blast, to the overall brand, to the brilliant scheduler, to the damn color coordinated tables – it all just works.
And it all works TOGETHER. It tells you someone actually thought about exactly what they wanted. And they got it.
As a result, TBA is very cool.
And so much theatre these days is NOT cool. At all. A lot of theatre these days is about as cool as doing time in a prison for senior citizens. With bad food.
That’s not what TBA is though. There is a feeling in the air when this September festival takes over the town. A powerful signal goes out to the audience: “Come and get it.”
And they do.
Wandering all over town between venues feels brand new. Going to a place late night to see what’s happening is a blast.
Now, the more traditional types among us cannot help but imagine what a “straight theatre” festival at this level and on this scale could look like. Imagine a festival of 10-20 “normal” (i.e., language-based) contemporary plays on all over town. Imagine plays good enough to bring out the same TBA audience. Plays that sell out, with lines of people stretching around the block.
Meanwhile, back on earth…
Look at every single little thing TBA does. Because if you want them (the audience) to come. This is how you do it.