I actually started cutting my teeth as a booking agent 20 years ago. by booking my own band into nightclubs. It seemed straightforward at first, there was a contact name and number and process for submitting your band's music but then I found out each club had a huge stack of unopened music and it was difficult to get the manager on the phone. If the manager wasn't a friend or at least a friend of a friend who liked your band you may get the runaround for months or wind up being given an opening slot at 6:30 PM on a Tuesday night that you can't possibly get your fans to show up at, let alone make any money playing. After a few rounds of this time wasting futility, I learned that by booking other bands along with my own for a whole night of music or a festival, I could get a lot more respect from the club, and more control over the split of funds from the door and which band got the prime slot- mine.
Theatrical booking by comparison is about 100 times more selective, complex, political, and cliquish than club/musical booking.
For ease of explanation, I group theatrical bookings in three tiers, based on length of run, not size of venue. For example a Tier One booking is for one or two nights max including speaking engagements. It doesn't matter if the theater is 300 hundred seats or 3000. A Tier Two engagement is a week or longer up to two weeks max. A Tier Three is the most intensive booking logistically; it lasts for two weeks or longer and may include a run extension of several months in the same venue.
After 25 years in the New York and Chicago theater scene, I know exactly what each theater or venue is like to see a show in from top to bottom. I know what type of experience theater goers and my productions' members will have right down to the restrooms, bar area, parking options, and disabled access. I am aware of the general age and personality of the theaters' subscriber audience as a whole and I am aware of the success or failure of each of their past productions season to season. The artistic directors and general managers who decide which productions to run, know me from reviewing their shows every week for Buzz and are friends from college or just respect my taste in theater and talent.
Booking a theater for a production is a lot like hosting an important party. I have to find the best room with the best vibe for that style and size party, with all the right amenities, ample parking and bar/restaurant foot traffic in the right neighborhood. Then if there is competition for that venue, and those dates, I have to really sell my production to a number of company heads based on what I project will be it's success and get the best deal financially for my clients.
Of the three aspects, the vision, the budget and the schedule, the schedule is actually the most pivotal. The vision for a show changes and evolves. The budget or lack thereof, also changes over time and alters the execution of the vision but not necessarily in a bad way. You may have a large budget and pump a lot of money into a play with big sets, lighting design, and costumes but it doesn't mean the show will be successful in proportion to the money you have spent. Bigger isn't always better, in fact, it may gild the lily to the point where the show is ruined. For example, actor, writer, Jeff Garlin from Curb Your Enthusiasm did a successful two-week run at Steppenwolf this past summer with no set at all. Garlin performed his piece “No Sugar Tonight” with just an old ladder, some scaffolding strewn about and a plastic pumpkin with ladle full of water and a ukulele he said he would not play but was there for visual suspense. Garlin said he thought the ladder, etc. would indicate that this was a “work in progress” and that he did not even have a name for the show until the theater pressed him for one.
When I look at the calendar as a booking agent I see years flying by, not weeks or days because in a sense, the best dates of the theatrical calendar year are already booked well before it begins.
Imagine the entire theater community on a big Monopoly board of the United States. On the board there is a fixed number of major theaters in each of the major cities. Every agent or producer already knows which venues and which dates they need for their production’s tour schedule that year.
The in- house subscriber series are locked in a full year in advance. Major Holidays like Christmas are always in the same place and have either a good effect on your particular show (A Christmas Carol) or a dead zone effect that you want to avoid, etc. Booking is done as far in advance as possible to get the best slots and have ample time to promote the show and fill seats.
