As everyone in Los Angeles knows, it’s not the event. It’s the after party. That’s why a cool new theater package offered by the Wallis Annenberg Center for the Arts stands a good chance of attracting a younger demographic into its cozy theater smack in the center of Beverly Hills.
It’s AfterParty @ The Wallis, a new ticket access and post-show party program that can be accessed through a downloaded app on cellphones. (I knew smart phones were good for something, maybe this is it!) The tickets are sold exclusively through TodayTix, a free mobile app for iOS and Android that provides access to the best prices on last minute theater tickets.
AfterParty @ The Wallis is first being offered for For the Record: Scorsese, a live performance turning the soundtracks of iconic filmmaker Martin Scorsese into a cabaret experience.
AfterParty@ tickets are $30. That’s ridiculously cheap, theater tickets are normally pegged at the double. The bonus: a complimentary beverage and entry to a post-show gathering with Wallis artists. That is a cool, inexpensive and easy way to mix live performance and social mingling. The thing about the Wallis is that the party goes on, on Canon Drive, an avenue full of chic bars and restaurants, several with sidewalk cafes. So you can really make a pedestrian-style evening of it.
This smart idea shows that the Wallis’s managing director Rachel Fine and new artistic director Paul Crewes are walking the walk when it comes to audience development. Well done ~ hope it succeeds.
AfterParty @ The Wallis | For the Record: Scorsese | Wallis Annenberg Center for the Arts | Sept 21 – Oct 16