Metropolis exec: Theater needs 'business management'

Charlie Beck is convinced his financial savvy got him the job as executive director at Metropolis Performing Arts Centre in Arlington Heights, but the businessman turned actor has programming ideas, too.

How about a “Best of Chicago” series where suburbanites can see plays from edgier small Chicago theaters without going downtown? Or the return of the Metropolis Youth Symphony and the creation of a choir to sing for the village's Memorial Day service?

“We're a professional arts organization. I want people to think, ‘Let's get Metropolis involved' when they plan an event,” said Beck, whose other ideas include a benefit concert for Memorial Park and having Metropolis-sponsored entertainment at Arlington Park racetrack for the Million weekend and at the Mane Event.

In its 12th year of existence, Metropolis is suffering from “softened” attendance, which Beck mostly ties to the economy. But donations haven't met expectations, either, and in early 2011 the theater lost $30,000 on a production of “The Boys Next Door;” arguably one of its best shows, but a drama that did not connect with ticket buyers. In October, Metropolis was forced to borrow $75,000 from the village of Arlington Heights, and may miss the April 30 deadline for paying it back.

Beck, who came on board in November, had a 20-year marketing and sales career with the pharmaceutical industry, followed by a decade of acting in Chicago area theater. He said this is the first year Metropolis revenues have not increased, and despite the recent setbacks he believes only a tweaking of income and expenses is necessary.

“The biggest piece that needs fixing at Metropolis is not programming, it's the business management,” said Beck. “What needs improving is the management of cash flow and the budgeting process.”

He has hired bookkeeping help for the center, and while he has cut expenses for scenery and other things, he does not foresee layoffs.

The center's budget this year was $3.6 million, but attendance will probably be down 8 percent over last year, he said, blaming that on the economy.

Trying new things

Beck has distributed discount tickets for businesses in downtown Arlington Heights to give their customers. He has designated a few programs that area nonprofits can join, including “sponsoring” a show to get 10 percent of the price of tickets sold to their supporters.

A benefit concert for the Metropolis School will be held March 13 by Bret Michaels, singer, actor, filmmaker and winner of the 2010 Celebrity Apprentice.

Another new project called Tickets for Hope, funded by donors that include a young woman who is raising money as her bat mitzvah project, provides tickets to people nominated by local agencies. For example, 15 young clients of Schaumburg Township's Spectrum Youth and Family Services attended “A Christmas Carol.”

“It raised their spirits, and one of them sent a thank you saying he identified with the message of hope and possibility that ‘Christmas Carol' talks about,” Beck said.

He also believes new programming will help improve the financial outlook.

Metropolis is known for light comedy shows, but works produced by small Chicago companies like Strawdog Theatre Company and Signal Ensemble Theatre would draw here, he believes.

“Most of the audience is very happy with the kinds of things we are doing here, but some would like to be challenged a little bit more,” he said. “We will continue to do audience surveys time to time. I am probably more inclined to take some risks, take on some things that are more edgy, dark perhaps, more serious.”

Beck has learned through talking with patrons in the lobby that there's a group of Metropolis goers who “appreciate a more meaty night at the theater.”

While about 30 percent of Metropolis' audience comes from Arlington Heights and a huge share from within 10 miles, one man told Beck he flew in from Paris for the Shawn Mullins concert because he is such a fan.

‘Not on a huge hook'

Beck wants village residents to know they are not on a “huge hook for this enterprise.”

The village purchased a share of the theater building with TIF funds, and that is a valuable piece of property, said Beck. Each year Metropolitan Performing Arts Centre receives $150,000 from the village, down from the $250,000 that was in the lease the organization signed with the village in 2004.

Beck said the $150,000 is less than 5 percent of the center's operating budget.

The $150,000 is not property tax money, but money from the arts and entertainment tax on restaurant customers.

The theater is seen as a worthy recipient of that money since it draws people to those establishments. As well, entertainment tax receipts support the Mane Event, the Sounds of Summer concert series and the Promenade of Art — and in 2009 there was $300,000 left over that went into the village's general fund.

Getting past the money, live theater touches audiences and performers in a personal way that movies and television do not, said Beck.

“Part of being an artist is pushing the limit of artistic ability,” said Beck. “We want to try different things, see different shows. It's the ‘wow' factor the first time when anybody is doing that onstage.”