Addressing the 'Circle'

The state of the UK economy is not a healthy one. Living costs are rising, job opportunities are falling and people are simply not spending. Hundreds of shops across the country are closing every day – the sight of the High street filled with a long line of empty shop windows is becoming a familiar one…

Failing businesses have become a common and wide-spread fall-out of the economic climate we are currently experiencing: it’s sad of course but we accept it, shrugging our shoulders and seeing it simply as a sign of the times.

The impending closure of one struggling shop is not being accepted however. Yes, I am talking about Dress Circle.

The news that the Covent Garden-based theatre shop, Dress Circle, may only be weeks away from closure has lit a fire under theatre twits, with debates springing up all over the social networking site. A number of theatre fans, as well as those involved in the industry, have rallied together with plans to stage a benefit concert on behalf of Dress Circle, resulting in very divided opinions. A line has now been clearly drawn in the sand: on one side are those who see Dress Circle as a West End institution that needs support and to be saved; on the other, we have those who argue that it is a business, not a charity, and that the shop’s problems are of their own making and funds would be better used elsewhere.

I have stayed away from the debate thus far, undecided as to what side I come down on, but I felt it was time to speak up and give my thoughts on the whole affair. I don’t want to lecture as to what I think is best for Dress Circle, merely discuss some of the comments being thrown around and offer a personal opinion of my own.

First things first: Yes, Dress Circle is a business. It is not a charity and shouldn’t need to rely on outside fundraising to stay afloat. The fact that it has come to this shows that there are real problems within DC that need addressing if they want to survive. What are these problems? Well, the main ones which seem to be repeatedly cropping up are: too many staff; high prices; lack of stock; store location and attitude to customers.

Starting with the number of people employed by Dress Circle – nine. A number which seems, to many, to be excessively high for a business which is struggling and in obviously need to make cuts and save money where they can. Staff cuts, while undesirable, are always an area that an employer must look at. Dress Circle have defended themselves with the response that their nine staff are not all store-based, but still; in tough times, tough decision must be made…

High prices and lack of stock are another two which have to be a massive part of DC’s problems. I have heard dozens of complaints from people in regards to the price of their CD’s. In our modern society, you have to offer competitively priced products in order to keep up with online sites such as Amazon and EBay, whose entire purposes are the provision of cheap merchandise. If your prices are too high then people are going to go elsewhere for a better deal. Fact: although, if you don’t have an available product in the first place, the price is a moot point anyway. A few friends of mine have been in there recently and relayed to me the lack of available stock on the shelves. Customers who can’t purchase the items they have gone in for are not likely to return. With the business struggling, I can understand why DC may not be bringing in vast volumes of stock – if it doesn’t sell, then they’re making a loss…but the flip side is that if it’s not there to buy, then they are driving away potential sales.

Of course, a Covent Garden location right in the heart of London’s West End is a pretty perfect spot for a shop whose exclusive focus is on theatre, but ouch! I’ll warrant that’s a pretty high rent they’re paying…A move to less expensive digs may be something to consider?

One of the most commented-on aspects of the store that I’ve noticed is that of its attitude towards customers. ‘Snotty’, ‘Elitist’, and ‘Unwelcoming’ – these are a few of the descriptions flying around. It seems that, unless you are a big-name theatre face, there’s not much friendly customer service going on. That being said, a fellow MAD-Truster of mine went in there the other day and found the staff to be chatty and warm, even offering a ten per cent discount upon learning she was involved with the charity. Whether they should be handing out discounts in a time of need is a separate matter, but I just wanted to highlight that, although the majority view of the staffing seems to be a negative one, there are positive stories as well.

I think everyone is in agreement that Dress Circle has internal problems which it must address: creating a service and atmosphere that makes the customers feel welcome and wanted and offering a wide range of products that are competitively priced will help to draw the customers in again, while a good, long look at their out-goings and making tough decisions will help to make the business more viable.

The biggest point of contention amongst people on Twitter is the benefit concert which Stuart Matthew Price and James Yeoburn are attempting to set up in support of Dress Circle. Let’s look at this from both sides shall we?

A benefit concert should be fundraising for charities, not for a business.

Dress Circle’s troubles are partly of their own making – how much or how little is up to you to decide – so surely it should be down to them to find a way out of it? Businesses in trouble need to change the way they operate and/or find people to invest in them if they want to turn things around – look for ways to save themselves instead of allowing others to do it for them. That seems to be the general view of those who are coming down on this side of the issue. A benefit concert will make money for Dress Circle, undoubtedly; but what will it achieve? One benefit concert is not going to rescue an entire business, merely delay the inevitable…

As said before, Dress Circle isn’t a charity. With theatre companies closing all over the country and such a vast multitude of charities and causes out there that are in real need of funds and support, people are demanding to know, ‘why aren’t you doing something to help them instead?’. There are so many worthwhile causes out there – is Dress Circle really the most deserving?

Dress Circle is a theatre institution – we can’t lose it!

Dress Circle is the only London shop which devotes itself entirely to theatre. It offers a wide range of Cast Recordings which just aren’t available elsewhere – I was in HMV recently and was very disappointed in the extremely limited range on show there. With in-store signings and album launches, it is a great platform for West End soloists, providing them with the opportunity to draw in a crowd, raise some awareness (and sell some CD’s too!). Perhaps most importantly, it’s a place where people with a love of theatre feel they can go to, browsing though the shelves, making new and exciting discoveries and meeting up with other like-minded theatre lovers.

There has been a lot of suggestion that Dress Circle should become an online store, and if they can’t turn things around then that is what it will become. Having been a part of the West End for decades, people do not want to see it disappear – there are plenty of online sites where you can buy theatre merchandise, but only one place where you can go and completely immerse yourself in the theatre surrounding…

One thing more – yes, there are a lot of charities out there which need help, but can we support them all? No, of course not. The theatre industry does a lot of work for charity already, often putting on concerts and cabarets for a specific cause they believe in and you can’t overlook The Make A Difference Trust of course! The theatre industry works with MADTrust all year round, giving their time and support tirelessly and enthusiastically. They can’t help every single charity out there, but they certainly do their bit, but is it really such a big deal if they put on one benefit concert for a cause – albeit a business – that they love and believe in? Whether or not you think that Dress Circle is deserving of this support or not, to be fair here, they did not approach anyone. The support has come from people who want to give it. Every time we buy a ticket to a West End show, that is money we could have donated to a charity!  We don’t though because, although charities are deserving of all and any money they receive, we sometimes need to spend our money on the things we want, and that’s no selfish thing. If people want to give their money to a business which they have find pleasure from or has helped them, then surely that is up to them?

For me personally, I like to see people rallying around to show their support for what is, to many people, an institution. I don’t want to lose it, BUT! I agree wholeheartedly that Dress Circle have a lot of work to do for themselves if they want to survive. This benefit concert won’t save them, but perhaps it will give them time to find an answer?

The realisation that Dress Circle was under very real threat may be the proverbial kick-up-the-backside that was needed. There has been an upturn in business and Dress Circle have stated that various investors have expressed their interest – so maybe this whole affair; the debates, the concert, the blogs…just maybe they are what was needed. It will take work from both sides – Dress Circle have to re-think how they run the business and as for the theatre fans; if you don’t want to see it close down, then go there and buy something! THAT is what a shop is for. If you’re not willing to spend your money in the shop, then there really is no hope for it…

Anyway, I’ve said my piece on the matter and am moving on…

For those of you who read my previous post about my daughter’s first theatre trip, you may like to hear that she went for her second last Wednesday. We went back to Love Never Dies, mum in tow this time and I am very pleased to say she enjoyed it just as much, if not more, than last time! The ‘itchy eyes’ returned during the end scenes again J but she made it through! She was absolutely thrilled to see Ramin Karimloo on as the Phantom this time round as she adores him, and her night was made when some of the cast spotted her enthusiastically waving away from the front row during curtain call and gave her a little wink and a wave in return…It was very late for her, so despite her insistence that she wasn’t tired, we headed for home – but I have promised her that I will take her to the Stage Door at some point so she can say hello to Mr Karimloo in person!

Sunday night, I ventured out without her and instead had one of my fellow MAD-Truster’s, Anna, with me for company. Sunday was of course, the concert of Legally Blonde’s talented Alex Gaumond, at the Leicester Square Theatre.

After randomly bumping into both him and then, guest performer, Ramin Karimloo before the show (London can be a surprisingly small place sometimes!), we settled into our Row C seats for an evening of entertainment. Gaumond clearly has a penchant for contemporary pop, with a set list that included songs from Snow Patrol, Adele and Maroon 5, as well as a mash-up of ‘Crazy’ and ‘Billy-Jean’ that went down a storm! Of course, as Alex said himself, ‘being French-Canadian, he had to do a Celine Dion song’. At times, he was reminiscent of a teenage kid, posing and singing into the hairbrush in his own ‘bedroom concert’ – clearly enjoying himself, his infectious enthusiasm spread through the audience and had them eating out of the palm of his hand!

I enjoyed the second half of the concert more myself, with one of the highlights being Alex’s rendition of ‘Mad World’, the man himself playing the piano to accompany it. There were great turns from his three guest performers: Ramin Karimloo; Sarah French and We Meet Again, as well as the showcasing of two songs by Gaumond. The first was a catchy number with a tropical beat, while the second was a beautiful, simple little ode to his girlfriend.

It was a great, fun night out, although don’t expect another concert from Gaumond anytime soon – he may be rather busy elsewhere this year… Mr Karimloo put his black-heeled boot well and truly in his mouth by accidentally letting slip Alex’s next project, before any official press release has gone out. Karimloo was suitably mortified, but thankfully, Gaumond forgave him – Canadian brotherhood is a strong bond! J It provided the biggest laugh of the night, but we’ve all signed our confidentiality agreements and Alex’s ‘secret’ (I think everyone already knows…) will not appear online on any forums, on Twitter or any other social networking sites. I’ve been practicing my ‘surprised-face’ for when the news is officially announced – I think it’s pretty convincing!

To round off this week’s post, I want to mention the upcoming MADTrust 2011 Garden Party, an annual event of the Trust which has always been incredibly popular. Held on Sunday 21^st August and hosted once again in the Earl’s Court home and gardens of Mr Rupert Cavendish, you can expect a Mediterranean buffet prepared by an award-winning chef, summer drinks sponsored by Grey Goose Vodka, a pool-side auction (bring your swimsuit for a dip in the magnificent pool!) and live entertainment! Starting at 12pm and continuing till 5.30pm; you get to delight in an afternoon of fine food, drinks and entertainment in the tranquil and stunningly beautiful surroundings. For five hours of fun, food and festivities, The Make A Difference Trust are asking for a minimum donation of £65 for tickets, with all funds raised from the event going specifically to The Helderberg Street Peoples Centre.

It is going to be a wonderful afternoon of excitement and fun, so if you want to join in then here are the ticket details:

Call: 0207 734 5683

Email: s.inman@madtrust.org.uk

More details can be found on the MADTrust website, but please, do consider coming along – it’s going to be a party you won’t want to miss!

Also, keep your eyes and ears peeled for a very exciting announcement from MADTrust this week! I'm afraid I can't give away any details as it is still 'classified information', but trust me; it's going to be worth waiting for...! ;)

Remember...create, love, inspire!

Miss Julie