Avoiding the "Second Comedy Bust," Pt. 4

by Brian McKim & Traci Skene on March 18th, 2009

Good news from Detroit? How could this be? Detroit is regularly cited as “struggling” or “economically depressed.” The truth is that, while the city of Detroit could be doing better (an unemployment rate in double figures), the greater Detroit metro area has a rate that is more in line with the national rate, which is somewhere around 7 or 8 per cent. When one takes the entire state of Michigan into consideration, the figures are dire– probably about 11 per cent or so.

So, we got an upbeat email from Comedy Castle proprietor Mark Ridley the other day (with the photo below attached), that rattled off all the tremendous comedy that’s going on in and around Detroit.

That’s Dave Attell, onstage at the Castle last weekend. That’s Ron White standing next to him. Attell sold out the (three-night!) weekend at the club in Royal Oak and White sold out his show at the Fox Theatre downtown. And it was announced that Jay Leno has added a second show to his charity event in suburban Auburn Hills. (And the second annual Detroit International Comedy Festival is going on through the 21st under Ridley’s roof.)

So, as Ridley says, “Comedy thrives in Detroit!”

Indeed it seems so!

And, with a bit of promotion and hustle, it can thrive in Dayton, Duluth and Dallas.

If comedy clubs were to write up a press release with hard information as to the cost of a pair of tickets to the local movie theater (plus the cost of a large popcorn, two medium soda pops and maybe a box of Raisinettes), the could make a very persuasive case that a night out at the local comedy club costs not much more (or exactly the same) as a night at the movies. Place a little bit of emphasis on the fact that your customers are seeing live performances, and the sales pitch is even easier. And it’s the kind of hook that editors just love. Bang that baby out to the local daily, weekly and television stations and the phone will ring at least once.

Mention it in radio interviews (and on the club website) and your meme will spread like wildfire.

Simplistic? Certainly. But, as club owners already know, there is little mystery to press coverage. It’s pretty straightforward, pretty matter-of-fact. It’s coming up with the hook that’s confounding.

As long as the media folks are going to peddle the idea that the country is falling apart, they’re going to receptive to a story idea that appeals to folks are going to be pinching every penny (which is what they envision is going on among their viewers/readers). Comparing your club experience to that of a loud, crowded, expensive weekend movie experience is right in their wheelhouse.

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