A few weeks ago, really on a whim, I bought several boxes of cookies from Trader Joes. After arranging them on a plate, I put on my namebadge (Scott Nolte, Producing Artistic Director) and welcomed our audiences to that evening’s performance of The Christmas Foundling at Taproot Theatre Company. It was so much fun, we continued it through the run of the show, alternating between me, our general manager, development associate and associate artistic director.
A week or so later I went to Big John’s PFI, a local Mediteranean food store that I’d read about. I walked in – it’s a lower level wide open space – and walked by two huge deli cases of cheeses and meats, and there on the left was a folding table with a nice lady with platters of cheeses, salami, prosciutt0, crackers and cookies. And Big John, smiling and with samples of his homemade Zinfandel.
Three lessons from cookies and zinfandel:
1. People love genuine surprises. People were coming to see a great show just like I was stopping by a great store with Italian and Greeks foods. The theatre patrons loved my cookies every bit as much as I gleefully enjoyed my cheese, prosciutto and zin!
2. Surprises multiply the pleasure of the intended experience. The experience grew to include the play and the groceries AND the delight of cookes and the zin. The experience became much more sensory! (For my patrons and for me!)
3. People are truly surprised when “the boss” greets them. Sheesh: I met the real Big John and he seemed like a generous, warm and big-hearted guy! For my patrons, who were met four key people in the theatre, saw the leaders caring enough to serve cookies to strangers and wish them well.
4. We, leaders of theatres (and great grocery stores!), need face-time with the people who choose to spend their time and money at our theatre. With a simple plate of cookies I got to say Hi, Thanks and Merry Christmas personally to a lot of people!! Big John has my shopping-loyalty and admiration because he grinned at me and offered me some of his own, handmade wine (and the cheeses and prosciutto were amazing too). I greeted both first-time attendees and long-term generous donors. Big John no doubt greeted long time customers and friends — and me, a first-time visitor and Italian-wannabe!
Take a chance on creating moments of surprise, hospitality and connection with your people and communities. Make memories, make long term friends and patrons.













