The long-term value in all-ages shows

Chicago Reader: Sharp Darts -- Doing It for the Kids: There are lots of reasons for a venue like Subterranean to host all-ages shows, and money isn't all of them.: "Clubs that will hold all-ages shows are hard to come by. To sell alcohol at shows with underagers in attendance, a venue needs a 'Consumption on Premises -- Incidental Activity' license, which requires it to provide some attraction other than alcohol. (In Subterranean's case this means the kitchen must be open.) And even for clubs that can secure the right license, all-ages shows may not be a viable proposition. Subterranean has had its license since it began operating as a live-music venue in 1995. But you need extra security to keep kids from sneaking drinks, and then every kid not drinking equals lost revenue at the bar. When your club holds fewer than 400 people and regularly hosts shows that won't draw anywhere near capacity, alcohol sales can save your bottom line.

"Larger rooms don't have to sweat this so much, since door money and a cut of the bands' merch sales make up a bigger share of their total. According to House of Blues talent buyer Michael Yerke, his venue -- which holds more than 1,000 people -- hosts all-ages shows to get in on the ground floor with bands on their way up, many of which have younger crowds. The potential for future sold-out shows with those bands at bigger HOB venues like the Congress Theater is worth the sacrifice. 'We don't offset it,' Yerke says. 'We're trying to build relationships and careers with our artists. Of course there are less liquor sales at a Dashboard Confessional show. Is it tougher at the Beat Kitchen's level, whether to sacrifice a Friday night for an all-ages show? Probably.'

"[Derron Swan, who runs House Call Entertainment] also describes all-ages shows as an investment, but he's more interested in building relationships with the kids who might have their first experiences with live music at one of his venues. Ask any legal Chicago punk about the Fireside today and you'll get your proof that Swan's on to something -- the stories people tell about it add up to something like a mythology. And contrary to Yerke's assumption, the Beat Kitchen doesn't usually sacrifice its nights for all-ages shows -- whenever possible, the club doubles up. 'If it's going to be a show where there's nothing but kids,' Swan explains, 'we will likely book that all-ages show early so we can do a late show to compensate.'

"But working twice as long to bring in the same amount of cash doesn't make much financial sense either. Swan's decision to add all-ages shows at Subterranean seems to arise at least in part from old-fashioned idealism. ... he believes [some all ages shows] not only makes new concertgoers but sometimes inspires them to start their own bands. Down the road they might end up playing their own shows at one of Swan's clubs. 'Hopefully you get that into them,' he says, 'and they pick up a guitar, or want to play a violin, or just sing.'"

live music
clubs
all ages
Chicago