Audience Recommendations
Pre- Show Ritual
To start off my list of recommendations, I’ve drafted a letter for theater owners to send to all ticket holders 24 hours prior to the performance. This will outline expectations to patrons and relieve some of the negative feelings we found from our Design Thinking exercise. This letter also answers issues we've discovered from the Entering Thinks and Says sections found in our Design Thinking exercise.
Dear Patron,
We're thrilled you are planning to come and see NAME OF PRODUCTION. However, there are a few things you need to know before arriving at the theater. Due to the Coronavirus Pandemic, we at THEATER ORGANIZATION have your safety and health at the forefront of our minds. THEATER ORGANIZATION has decided to take the following precautions to make sure you remain safe while in our theater:All employees have been temperature checked prior to starting their shiftAll employees will be wearing proper PPE (masks and gloves)Hand sanitizing stations will be located liberally around theaterProper sanitation of all audio assistance devicesDeep cleaning and sanitation of theater after every showLimit of contact points (Playbills upon request, only prepackaged drinks and food offered at bar, closing of gift shop with retail available online)
In order to provide safety for your fellow theater goers and our staff, we ask you follow our guidelines below:Face coverings (in compliance with CDC guidelines) are required for entry and must be worn within the theater at all timesIf possible, have e-versions of your tickets ready on your mobile devicesAll patrons must be temperature checked before entering the theaterIf you do not feel well before the performance, we encourage you to contact customer service for an exchangePlease adhere to your requested staggered entrance time printed on your ticket, or arrive 5 minutes before curtainPlease aid us in cooperating with ushers in our delayed exit strategyThere will be no access to the stage door. Actors will not greet patrons
We at THEATER ORGANIZATION are committed to your health and safety during this time. If you have any questions, please call or email CONTACT INFORMATION. See you at the show,THEATER ORGANIZATION
An Option for a Retrospective Study
In addition to the email sent to ticket holders setting exceptions for in-theater protocols, a questionnaire presented before a patron purchases tickets can be an alternative way of spreading Coronavirus awareness.
Please answer Yes or No to the following questions honestly prior to purchasing tickets:
Above the age of 60?
Have any preexisting health conditions?
Have exhibited any symptoms of a respiratory illness within the last 7 days?
Ticketmaster, Telecharge, TodayTix, or TKTS could present to ticket buyers a version of this quick questionnaire to determine a user’s risk category. If a user answers “yes” to more than 2 of the questions, the user is notified that they are in a high risk category and should consult with a doctor before attending a production.
The Entrance Issue
Our Design Thinking maps showed us the glaring issue of patrons feeling anxiety and stress when arriving at the theater due to huge lines and crowds. By the way, for the laypeople reading this, “house” means the area where the audience interacts with each other and sits.
Even without Design Thinking, audience crowd control is a glaring issue. Coronavirus can spread with one person sneezing in line for the show. With this in mind, I called upon the help of Professor Nan Yang. Professor Yang is an expert on supply chain operations management. In our conversation about my project, she reiterated many times that "the most effective way is to control arrival of all the patrons. Reducing variability is key.”
Some French Dude Named Poisson
There are a multitude of ways we as humans organize arrival. Sometimes it’s alphabetical (school setting) or appointment based (doctors offices). But the most popular is Poisson arrival, which is a fancy way of saying random arrival. In operations lingo, theater arrival queues are called tandem M/M/s queues. Knowing theater patrons enter in a Poisson arrival, we can use formulas to learn exactly how many security officers and ticket takers to hire so that there is no back up when checking in. No back up, a less chance of contracting Coronavirus.
I want to circle back to Professor Yang’s comments. “The most effective way is to control arrival of all the patrons. Reducing variability is key.” We can calculate how many staff members are required to not have a queue, but people arrive on their own time. We don’t have control over the variability of people arriving. Sooner or later a queue that will overwhelm staff will form. With this, I’m proposing we combine our Poisson arrival calculations, which will be discussed later on, with my tactic of Staggered Entrance.
Introducing: Staggered Entrance
To solve the issues we have found with arrival at the theater, I’m proposing a tactic I call Staggered Entrance. It is exactly how it sounds. With Staggered Entrance, we are able to control the variability of how patrons arrive by allowing them to choose their desired time they wish to enter the theater. This not only controls crowds outside but it controls gathering inside; allowing queues for amenities to socially distance.
Staggered entrance will not only be beneficial for customer enjoyment, but it will mitigate fear from employees being overwhelmed by crowds. This control of variability will allow each employee to complete their service, while having comfort of not being ambushed with patrons possibly carrying the virus. To find out specifics on Staggered Entrance, such as how many workers to hire and the arrival rate of customers, click on the button bellow.
Staggered Entrance: Explained
How It Will Work:
For Staggered Entrance to be viable, I recommend that the house open one hour early versus the normal 30 minutes. This will allow the 4-15 minute quadrant model to work correctly. When purchasing tickets, patrons can select which quadrant they would like to enter in. People run late of course and things happen, so there will be the additional option to enter 5 minutes prior to the show. To encourage a healthy spread of patrons across all quadrants, a premium will be placed on the latter two quadrants. That premium will be discussed later on, as well as potential ticket prices to lure patrons back. I feel that Staggered Entrance, although simple, will have a profound effect on bringing people back.
Ticket Takers Armed with Temperature Scanners?
In short- yes. But, I’ll leave who actually takes a patron’s temperature up to the theater owners.
Coronavirus is known to spread when people are exhibiting symptoms, specifically elevated body temperature and a persistent cough. Denying people entry of having these symptom is, of course, a solid way of protecting healthy patrons from the virus. Brandon Rose, an MD/MPH candidate at University of Miami’s Miller School of Medicine, reminded me that temperature scanners fall into the abundance of caution category; scanners might not fully fix the problem, but they are a part of the solution to slowing transmission.
Let me explain further, because I am still skeptical. To start, there are asymptomatic patients who can spread the virus without showing any symptoms. It’s not a large part of the transmitting population, but it leaves people to worry. In addition, the customer experience will be invasive. A normal temperature gun is just that- a gun. You point the device at someone’s forehead to read their temperature, and that invasive gesture might drive away out-of-town visitors who were already weary of attending Broadway. There are many high-tech temperature scanners on the market that are not invasive, but those cost around 25 times more than an average temperature gun. I leave what specific temperature measuring devices to use up to each theater organization, but temperature scanners need to be present to draw people back.
See links below for both options.
Normal Temperature Gun
High Tech and Less Invasive Temperature Reader
https://www.sifsof.com/product/sifrobot-7-3/
Overarching Theme: Optics.
In discussion with one house manager at The Shubert Organization, they were disturbed by Shubert’s indecisiveness when it came to early implementation of PPE for their employees before the shutdown. Shubert vacillated, which frightened many employees and questioned if the organization had their health in mind. The Shubert Organization was worried if wearing masks and gloves could possibly drive away customers. However, things have changed and the public has different needs.
Temperature scanners and further types of showmanship will encourage people to return. For example, if patrons literally witness staff cleaning and taking necessary precautions to ensure their safety, patrons have a more likely chance of coming back. It’s a tangible marketing tactic and patrons will see that area as distinctly “safe.” One house manager described to me that when patrons witnessed the act of employees wiping down audio assistant devices (even if it’s been wiped prior), it encourages more handing out of those rentals.
Air Quality Control and Cleaning Services
“According to the Centers for Disease Control and Prevention and the World Health Organization the novel coronavirus is primarily spread by droplets from someone who is coughing, sneezing, or even talking within a few feet away.”
-Tanya Lewis, ScientificAmerican.com
It’s common knowledge that the novel coronavirus can spread through droplets in the air. The exact amount that is required to be inhaled and other details of the like to get infected are still unclear to scientists and medical professionals. With that in mind, many customers frequenting enclosed establishments are concerned that poor air quality and poor air flow can greatly increase the risk of transmission.
From our Design Thinking exercise, we found that some patrons are concerned with the air quality and air flow. I talked with one house manager from The Shubert Organization. Here is what they said:
The takeaway from this brief conversation is that most Broadway theaters are equipped with modern A/C systems and air filtration systems. To aid in the Coronavirus fight, theaters should replace their filters every month to add extra peace of mind for themselves and patrons. For theaters with older systems, theater owners should focus using the shutdown to make any major updates to the A/C systems and air filtration systems. In addition, theaters should circulate as much outside air in as possible to keep airflow moving.
“Coronaviruses on surfaces and objects naturally die within hours to days. Warmer temperatures and exposure to sunlight will reduce the time the virus survives on surfaces and objects. Normal routine cleaning with soap and water removes germs and dirt from surfaces.”
-cdc.gov
This quote can be interpreted many different ways, and with the doctors that I’ve spoken to delivered different answers to my question on how long Coronavirus can live on a surface. Dr. Evan Luther from UMH/Jackson Hospital described that Coronavirus can live on surfaces from days to weeks. Some physicians say only a few hours. In addition, it depends on what type of service the virus dwells on. According to the CDC, “Soft and porous materials are generally not as easy to disinfect as hard and non-porous surfaces.” What immediately comes to mind are the seats and wall to wall carpeting in theaters. Those will be the hardest surfaces to disinfect due to their porous and soft composition. Coronavirus can also live longer on porous surfaces due to crevesases and microscopic areas the virus can hide from a normal wipe down. Other surfaces, such as banisters, door handles, and arm rests will be easy to clean due to the hard, non-porous their surfaces.
I recommend theater owners should deep clean their theaters after every performance. And when I mean deep clean, I mean disinfecting of all surfaces, contact points, employee quarters, frequently traveled areas, and more. Theater owners can also use this in their marketing tactics. Deep cleaning will give peace of mind to patrons and theater owners that the Coronavirus threat will be severely decreased after every deep cleaning of the theater. There are a multitude of commercial cleaning services that reside in New York, and I’m sure theater owners can make a good deal with cleaning companies.
Old School Won’t Cut It
A quick story-
Five years ago, I was an apprentice at the Williamstown Theatre Festival. To complete the apprenticeship, I needed to fulfill a front of house requirement and was assigned to the gift shop stand. The stand also housed the audio assistance devices where patrons hard of hearing could claim and return the devices. Long story short, the devices were out of date, worn out, and very dirty. Cleaning the devices was almost impossible due to the years of piled up ear wax. The only remedy was to replace the systems, but that was too costly for a non-profit. I did my best to clean them, but always agreed with the customers when they returned the devices, complaining about their lack of quality and cleanliness.
Putting the Solution in Their Hands:
Broadway has the same issue that Williamstown encountered. The audio assistance system is outdated and overworked. “Frankly, they’re disgusting” said one of the house managers at The Shubert Organization. Mostly seniors use the audio assistance devices and are the most at risk to contracting Covid-19. Cleaning each device after every use is already done, but there is a new software that has been eliminating the bulky tech and the concern of transmission.
I’ll let my brother, Brian Hajjar, who works at The Shubert Organization explain:
“GalaPro is an application based system that provides access to all the Shubert Organization Productions. It enables patrons to access on demand closed captioning and audio description. We have recently releasing the beta version of GalaPro’s new on demand assistive listening portion of the program. This can be a substitute for the ever-so-famed “headphones” assistant listening devices. The patron can receive the amplified version of the action on stage through their smart phone, thus eliminating a contact point where possible infection can occur.”
GalaPro not only brings audio assistance to your own device, but it introduces novel features such as dubbing, closed captioning, and audio description. The Shubert Organization has been promoting this new service, but there is more work to be done. All theater organizations should be using this product, or products of this nature to eliminate the audio assistance contact point where the virus can be contracted. Some seniors might not have a smartphone and are wary of using them, so some audio assistance devices should still be made available. But overall, it’s 2020. Current audio assistance technology is obsolete and it’s time for a reboot.
To find out more about GalaPro, visit galapro.com
Hey Mr. Producer, There’s Good News and Bad News
Scott Rudin, a very famous and successful Broadway producer, is known to have specific requests when his shows are in a Broadway theater. He has a disdain for concessions and lax bathroom rules. He famously has a “no late seating” policy after one of his shows starts. This is because, for him and directors, the show is the biggest priority and many services that theaters offer can be a distraction. However, during this time, we need to try to lessen the spread of Covid-19 and I believe the following ways will be helpful:
First, theaters should focus on eliminating most products offered at the bar, specifically mixed drinks with reusable cups. Instead, the bar should only have pre-bottled drinks and pre-packaged snacks that are easy to hand out. Checkout should be done with contactless payment services.
Second, bathroom rules during the show should be laxed to allow queues for bathrooms to remain short. If you give audiences members the option to use the facilities during the show, there will be less of a rush at intermission and after the performance. Shorter lines=less people. Less people= smaller risk of transmission.
Delayed Exit: Using Ushers to Their Full Potential
From our Design Thinking exercises, we’ve found that patrons are concerned with exiting the theater all at once. I’ve created the Delayed Exit model, where ushers act as traffic guards placed around the theater. From the back of the balcony to the front of the orchestra, there always will be an usher visible allowing certain groups of people to exit in an orderly, safe fashion. Playbills can also be handed out as people exit if a patron requests one. The quick video shows possible placement of ushers when directing people out of the theater.
An average Broadway theater has on staff roughly 15 ushers. All arrive at the beginning of the show to help with audience entrance, then half are relieved once the show begins. There will be little need to have extra ushers stay to help with Delayed Exit due to its simple design. But, if ushers are needed to stay, there will not be any overtime charges due to the fact the ushers are paid to work the whole show, even if they have a half shift.
Shhhhhh…. Can You Keep It Down?
One of the house managers at The Shubert Organization brought to my attention that some theaters share alleyways with other theaters. In my Delayed Exit model, I’m recommending that theaters utilize some of their emergency exits to allow more patrons to socially distance themselves when exiting. However, many of these exits let out into alleyways shared by other theaters that could possibly have another show going. To keep the volume at a minimum, there should be an announcement made after the curtain has gone down to keep the volume at a minimum in the alleyways due to other performances going on. Then, as patrons exit through the emergency exits through the alleyways, there should be a large sound barrier wall attached or propped up against the side of the other theater that is still occupied (I am not an engineer, please remember that). This will allow performances to not be disturbed by patrons exiting another theater. I recommend commissioning stage designers and painters to create a mural on this sound barrier to remind people to socially distance, wash their hands, and remain quiet due to the other production going on. The illustration could also thank first responders for their help during this time. Once Coronavirus has passed, this mural/sound barrier can be removed and put in a museum for future thespians to enjoy.
Proper Theater Attire
Masks will be required when entering the theater to significantly reduce the transmission of Covid-19. But what type of mask should you wear to make sure you’re protected? Let’s go through some popular types of masks.
Surgical Masks: Known for being worn when there are hot lights and cold steal present (that’s a surgeon joke), this is a good option to have but is cumbersome to wear. The mask needs to be tied in the back with strings and its a pain to take off. Might not be the best option, but creates a nice seal around your mouth and nose.
N-95 Masks: These are some of the most popular types of masks worn currently (this includes the popular blue and white masks). However, if the seal is not proper on your face, it won’t block out 95% of particles it promises. N-95 masks are still a good option to wear due to their versatility and ease of taking on and off.
Cloth Masks: Cloth masks are also a very popular option due to their protection and versatility. They are easy to make at home and sport various designs to match your personality (that I’m sure is wonderful and not overbearing).
These masks are not as protective as the N-95 masks and surgical masks due to their more porous nature, but still a good option for average protection.
Bandanas: While a good idea in theory and easy to find, these are not the best face coverings to keep you safe. There is no medical protection aspect that and the lining is porous enough to let virus particles in and out. I would recommend you not wear this to the theater once Broadway opens up.
Special thanks to Jon Grecco, Internal Medicine Resident at Lenox Hill Hospital.
Final Thoughts: A Happy Ending
Let’s pat ourselves on the back on how detailed we got! It is required when solving a problem of this caliber. We’ve covered pre-show preparations where we set expectations for patrons and we’ve meticulously gone through the various problems that were brought up when creating our Design Thinking maps. Funny enough, there are even MORE recommendations I left out on the website. Click the button “Full List of Audience Recommendations" to download all of my recommendations and more detailed walkthroughs of tactics I’ve introduced.
We’ve also seen how many touch points there actually are when seeing a Broadway show. The virus is showing us how innately dirty humans can be. I illustrated that in my story at the very beginning of “Packed In Tight.” Going forward, the ownership for cleanliness will be on everyone. Patrons should stay home if they feel ill and theater owners should routinely disinfect their theaters. I spoke with my father, Dr. John Hajjar, on my research and he reminded me that with all the precautions Broadway can put in place, the transmission of other viruses and illness will decline as well. Going to the theater can actually keep you physically healthy.
But, in all seriousness, these protocols shouldn’t be in place forever.
I want to be smushed together in a theater again. I feel alive when that happens. The audience is experiencing something communal and these precautions can take away that magic. I’m currently writing this Audience installation at a time where Broadway won’t return probably till January of 2021. Hopefully it will be sooner. I would like it if these precautions stayed in place from January of 2021 to June of 2021. Then after, a re-evaluation should occur where it will be decided which to keep and which to eliminate.
I would love to hear from you. And, don’t forget to donate.
Please send me feedback on my research. Any constructive feedback you have will greatly help my research and presentation of it in the coming installments. Do you think the Design Maps were helpful? Would you use it for your own existing business? And, if you haven’t donated, please do. I would greatly appreciate any amount you have to help power my research forward.
We now know what protocols should be put into place to help audiences return. Now, let’s look to how we can help get people back to work. Let’s see how we can help my people- the Creatives.