Where in the world am I today?: Winnipeg, MB, Canada
Though it’s not a market I proactively seek out, working at shopping malls can be a goldmine of opportunity. I was reminded of this again while in Winnipeg as I got to do a couple of days at the Portage Place Shopping Centre here in Winnipeg. In this instance, the performances were set up in association with the Winnipeg International Children’s Festival as a sort of extension to the C.A.M.P. program and all of the leg work had been taken care of before I even showed up for the gig. This was fantastic! I was one step removed from dealing with the mall authority on this one because I answered to the production company who was handling all of the details, not the mall itself.
I have done gigs in the past where I worked directly for the mall authority of what ever shopping complex I happened to be working at. In fact, in one instance, I had a great client in a huge shopping complex called Canal City in Fukuoka, Japan that ended up being one of my best clients through the mid t0 late 1990s. Now this was a bit of an exception to the rule as the performance space at this particular mall was a treat to perform in and this ‘mall’ looked at entertainment and their entertainment program in a way that I’d never encountered before. They ‘got it’ in terms of realizing that a good performance program would help make their complex and entertainment destination as well as a great shopping experience.
I’m sure Canal City isn’t the only shopping mall in the world that ‘Gets It,’ but I’ve encountered far more malls where you’re asked to perform in an environment which is less than idea in terms of it’s focus.
My experience at Portage Place Mall actually ended up being better than many others I’ve experienced in the past, but it did come with it’s share of challenges. In the picture that accompanies this post (photo by: Leif Norman) you can see that there are a bunch of people leaning against a fence like barricade and there are a bunch of people sitting on the floor in front of this barricade. On Friday when I performed in the space I worked on the stage that was set a long way back in the space. Because people naturally wanted to gather behind the fence, it was a big challenge to get them to come into the courtyard and fill in the space closer to the stage. Because the audience was behind a barricade, this had both a physical as well as psychological effect on how much the crowd seemed willing to commit to the show. I did my best given the scenario, but made some tweaks for my show on Saturday.
- I moved off the stage and moved closer to the barricade so I could more successfully engage the audience.
- I opted for the non-verbal version of my show that I usually do when I perform in the Piazza on Princess Ships. For some reason this non-verbal version of my show seems to work better in this sort of situation because it forces me to be more physical in my actions and play a big space with broader strokes.
These tweaks had an enormous effect on the show which felt much stronger than it had the day before. The fact that it was a weekend may also have contributed to larger crowds in the mall which no doubt helped as well.
A couple of other things to keep in mind when working with shopping centres.
Insurance – The mall will likely ask you to carry some sort of third part liability insurance. If you don’t have any already, get it. It’s a good idea in this litigious society.
Material – Because of the diverse cliental that form the customer base for most shopping complexes, the people who organize special events are very sensitive to complaints. When ever possible make sure you’re material plays well to kids, teenagers, adults and grandparents. Keep it clean, keep it family appropriate.
Audiences – Sometimes they’re big, sometimes their small, but every time you go out make the effort to give those people who are watching the best show you possibly can. Not only will the audience appreciate it, but the mall manager will recognize the extra effort which could mean repeat bookings.
Mixing art with commerce is at times a tenuous mix at best, but if you can successfully mix your performance into the shopping mall environment it could mean a very lucrative merger.
