PHOTO BY KGTUNNEY PHOTOGRAPHY

The following story first appeared at onstagepittsburgh.com, a website dedicated to coverage of the performing arts in the Greater Pittsburgh region. 

Pittsburgh CLO is shaking up how it does business for its 78th year, including a summer season spread among three venues and, just announced, patron enticements targeting affordability.

Launching for 2024 are three “Remove the Barriers” initiatives that will include parking and transportation to and from four suburban areas, family discounts and child care for specific performances among PCLO shows: “West Side Story,” “The Music Man” and “The Color Purple” at the Benedum Center, “Seussical” at the Byham Theater and “Lady Day at Emerson’s Bar & Grill” and “Young Frankenstein” at the newly renovated Greer Cabaret Theater.

“It’s time to do new things, and let’s see what the results are,” said PCLO Executive Producer Mark Fleischer, who has previously shared the need to stem the tide of a 20% downturn in subscriptions and attendance that has occurred since the pandemic shutdown.

Previously, Fleischer said, there had been a balanced flow of losses and gains in subscribers. Two dark years changed the equation, “or, as one of my board members has said, it takes nine months to build a habit,” Fleischer said.

He and his team began audience-building conversations to determine what were the real and perceived barriers to bringing people back or bringing new patrons into the PCLO fold.

The feedback led to the following initiatives for the upcoming season, which begins May 13, with the Billie Holiday biomusical “Lady Day at Emerson’s Bar & Grill.”

PHOTO COURTESY PITTSBURGH CLO

PCLO Show Shuttle

For select summer shows, and starting from specific locations in suburbs of the city, patrons can park for free before boarding ticketed transportation provided by Molly’s Trolleys, with Audacy Radio providing onboard entertainment, for the journey to and from the Downtown theaters. When purchasing a PCLO show ticket online, guests can then add on a trolley ticket for $10, directly through Molly’s Trolleys.

The free-parking locations are lots at the Tanger Outlets in Washington, Pa.; the Mall at Robinson; and Target stores in Cranberry and Monroeville.

A trolley can hold up to 30 people. After 30 is reached, Molly’s Trolleys will determine the number needed to add more transports.

Besides “the convenience and ease” and avoiding parking rates that can go as high as $30, “I love theater for community building, and my hope is that people get on the trolley, and they’ll drive down and get to know each other. And then when they’re coming back after the show, hopefully they’re excited about what they saw, and they’re talking and making friends,” Fleischer said.

PHOTO BY KGTUNNEY PHOTOGRAPHY

PCLO Family Pass

For every adult ticket purchased, up to four child tickets can be added for $10 each. FAMILY PASS tickets can be purchased in all price zones for any date or time of four Summer Series productions: “West Side Story,” “The Music Man” and “Seussical” (ages 3-18) and “The Color Purple” (ages 13-18).

The initiative is patterned after the Travelex program at the National Teatre in London, and funded by the Richard King Mellon Foundation.

The idea was appealing to a foundation with the mutual concern of bringing families and young people Downtown. Fleischer adds his pride in that these discounts are for all seating areas, “so if parents buy $90 tickets, they can have their kids sit beside them for $10 each.”

PHOTO BY KGTUNNEY PHOTOGRAPHY

PCLO Show Care

While adults enjoy specific Saturday matinee shows, children ages 3 (fully potty trained) to 12 can be left to the care of Pittsburgh CLO Academy of Musical Theatre faculty. SHOW CARE is described as “not just child care; it’s peace of mind and a fun-filled show themed creative opportunity for children.” The CLO Academy faculty has clearance and skills to work with “Promising Preschoolers” on up, and will tailor programs to the ages of participants.

PCLO SHOW CARE is available for Saturday matinees of “West Side Story,” “The Color Purple” and “The Music Man.” Space is limited, and advance registration is required when buying tickets for those performances.

The evolving face of Pittsburgh CLO, a stalwart of America’s musical theater tradition, represents the need for change that has been challenging and inspiring arts groups of all sizes. The trio of initiatives announced on April 9 have come from listening to patrons and potential audience members, and recognizing “a need to make sure that we’re meeting them where they’re coming from,” Fleischer said.