The following study is part of an Arts in the Age of Covid research team project conducted in July and August. This study is compiled from the research conducted and summaries articulated by Whitney Jefferson and is being published as a three-part series. This is part two and includes case studies of The Enterprise Center and Wolf Trap Performing Arts Center. For an introduction on how facilities can implement technology to adapt to the new normal, read part one. For case studies on the Hollywood Bowl, Mr. Smalls Theatre, and drive-in concerts, read part three.
To investigate how the Covid-19 pandemic is affecting the live music industry, we will look to case studies of venues that normally host concerts. In this first set of case studies, we will look at the Enterprise Center and the Wolf Trap Foundation for the Performing Arts. The Enterprise Center is a 22,000 capacity (for concerts) arena in St. Louis, Missouri. The Enterprise Center is home to the National Hockey League team and the St. Louis Blues. In a typical year, the venue hosts 175 events, including sporting events and concerts. Located in Northern Virginia, Wolf Trap Foundation for the Performing Arts was the first National Park dedicated to the performing arts. Performances take place at the Filene Center, The Barns, and Children’s Theatre-in-the-Woods, and the foundation also operates the Wolf Trap Opera Company. Because of their size, both the Enterprise Center and Wolf Trap face barriers to resuming operations at full capacity and have instead turned to digital alternatives. These case studies will investigate the factors that led to those decisions.
The Enterprise Center
State Covid-19 Policy
St. Louis is close to the eastern border of Missouri, so it’s likely that the venue pulls in patrons from both Missouri and Illinois. On July 23, 2020—at the time this case study was compiled—Missouri had 37,700 confirmed Covid-19 cases and 1,179 deaths, most of the deaths coming from St. Louis county. On June 16, Missouri fully reopened, but the governor still emphasized the importance of social distancing. Even though Missouri had reopened, there was still a state of emergency in effect until December 30. The Governor’s office put out a list of frequently asked questions to assist Missourians in understanding what they could and could not do when the state reopened. As part of the state’s reopening plan, most events were permitted—including concerts, dining in at buffet restaurants, and state fairs.
Missourians were encouraged to stay at home if they felt sick, practice good hygiene (washing hands and not touching their face), and to continue to socially distance. It is interesting to note that mask wearing was not mentioned in the recovery plan as something that the public should participate in, but the governor did say that it was important to do in a tweet. This disconnect could be confusing for many Missourians and could spark confrontations. Since St. Louis is so close to the border of Missouri and Illinois and transportation between the states is simple because of the MetroLink, it is important to assess the Covid-19 situation in both states for its impact on the Enterprise Center.
As of July 23, 2020, Illinois had 166,925 confirmed cases of Covid-19 and 7,367 confirmed deaths. The number of cases was highest in the Chicago area, but also in Southwest Illinois near St. Louis (Image 1). In July, Illinois was in Phase 4 and was starting to reopen businesses. Phase 4 added additional businesses into the group of businesses that were allowed to reopen in Phase 3. One of the business sectors that was allowed to reopen in Phase 4 was outdoor seated spectator events. The state of Illinois also issued a maximum capacity of 20% for outdoor spectator events. Indoor spectator events were not allowed. As for indoor seated events like movie theaters, Illinois was allowing 50% capacity or 50 people, whichever was lower. Based on these guidelines, concerts could not happen unless they were outdoors.
Image 1: Covid-19 Illinois Positive Cases. Source: Dashboard.
Facility
The Enterprise Center opened in 1994. Over its 26 years of operation, the venue has gone through several name changes because of changes in ownership. This arena mainly operates to support sporting events like hockey, boxing, and wrestling. But since it is such a large venue in the midwest, it is also utilized for large performances by touring artists. These artists include Janet Jackson, Bon Jovi, and Billie Eilish. The Enterprise Center also has public transportation nearby for easy access to the venue. The MetroLink goes to the Civic Center, which is the nearest stop to the Enterprise Center. The metro connects the Greater St. Louis area to places in Southwest Illinois. This is very important for people who either do not have access to personal transportation or would prefer to not pay as much for parking near the venue.
The Enterprise Center is a large arena that has seats as well as a floor section for either more seats and/or general admission. The venue can be altered in any configuration to accommodate various types of events. Outside of the seating area are walkways that are filled with stores and concession stands. These stores sell merchandise for the team(s) that have a residence at the arena, but there are also set ups for artist merchandise when there are concerts. Often in arenas, there are many options for food and beverages and there is no lack of options at the Enterprise Center. There is also all-inclusive seating—meaning including food and beverage service—available for patrons. These seats vary in price depending on the lounges’ offerings. The image below is one of the lounges available to patrons who purchase all-inclusive seating.
Image 2: Scott Credit Union Rinkside Club. Source: All-Inclusive Seats.
Covid Impact on Business Activities
The Enterprise Center presents, on average, 21 concerts a year and sells an average of 12,167 tickets per show. The venue grosses, on average, $1,077,753 from the concerts. Out of the 100 events that the Enterprise Center hosts each year, most are sporting events. In the age of Covid-19, those events have been cancelled as well. Considering how much the venue grosses, it is clear that the lack of income from concerts would cause hardships.
Covid-19 has impacted the live entertainment industry greatly. All sporting events have been cancelled at the Enterprise Center. As for concerts, all but one have been either cancelled, postponed, or rescheduled. The one that is still on the calendar for 2020 is scheduled in December. The specific artist has remained on many other venues’ event schedules for performances set to occur in November or December. Of the shows that have been cancelled, the Enterprise Center has shared a comprehensive document to help guide patrons on what they have to do in order to get a refund. The Enterprise Center is not a Live Nation or AEG venue, so the guidelines are different for the shows that they present.
Since the Enterprise Center does not have any in-house content to stream to patrons during quarantine, they decided to use social media to entertain their followers with posts from old shows. The social media accounts also asked their followers to share stories of their favorite events at the venue. This is an engaging way to keep the venue in patrons’ minds and subconsciously get them excited to come back to shows when the venue can finally reopen.
Other Issues with Reopening
Considering that the Enterprise Center is a large venue, many precautions will need to be taken in order to protect patrons when it reopens. Many sporting seasons have been cancelled or postponed until further notice, so this should give the venue enough time to figure out a safe way to reopen. With a capacity of 22,000, there is going to be a large hit to the number of visitors allowed to attend events. A study was conducted with a theatre to gauge how many people could fit in their venue with a six foot distance restriction in place and the theatre could only operate at 17.5% capacity. As the distance restriction was reduced and groups of people were allowed to attend shows together, the capacity went up to 44%.
Something that could be good news for the Enterprise Center is that the Accor Arena in France, a similarly sized venue, was allowed to host a concert and the government approved a 5,000-person capacity. Of the 20,000 venue capacity, the government approved a 25% attendance rate. The venue itself decided to cap the amount of guests to 2,000 in the interest of public safety. The venue operated at a 10% capacity and experienced no issues. The event was successful, but only because it had been televised, and the venue received funding from that. The management said, “(Accor Arena) wouldn't have opened its doors for a tenth of its full capacity.” Reopening during a pandemic with social distancing guidelines may not be the most financially feasible thing to do, so the Enterprise Center will have to make some decisions about whether or not it is worth it.
Since the venue is so large, if the executive team does decide to reopen, monitoring crowds will be a very important task. Cameras already exist in arenas, so adding in more to monitor crowd sizes would be ideal. Even though less than 5,000 people in a venue built to hold 20,000 people does not suggest that crowds would be an issue, it still could be. Places of frequent congregation include restrooms and concessions.
Since the Enterprise Center is an indoor venue, face coverings should be required at all times. This would put a strain on or prevent the opening of concession stands. It could also put a damper on all-inclusive seat sales. If patrons cannot receive food and beverages because they have to wear a mask, they may not be so inclined to spend extra money on those seats. As for restrooms, it is imperative to clean and sanitize them as often as possible.
The venue is also fully enclosed. To ensure the safety of all those involved, the venue might have to update its ventilation system. In addition to that, to assist in sanitation, it would be appropriate for the Enterprise Center to invest in a robot to help sanitize the venue because it would cost copious amounts of money to sanitize by hand. Robots can sanitize the venue using UV-C light and will kill 90% of surface organisms and aerosolized forms of the coronavirus.
The specific location of the Enterprise Center poses another predicament. Ingress is going to be very difficult considering that the venue is located in the downtown area in St. Louis. If St. Louis were allowed to open at 50% capacity, allowing 11,000 people in the venue while remaining socially distanced would cause major issues in the downtown area. Roads would have to be shut down in order to accommodate the new space necessary to get people inside the venue. In order to cut down on these issues, the Enterprise Center could stagger admittance. This could be done by having patrons select a time in which they are allowed to get in line. As a result, ingress would take more time than typical and shows might be delayed because of the process. And, since social distancing needs to be followed, searches could not be done easily, so a clear bag policy should be put in effect.
The Enterprise Center and other venues like it have all the same issues as smaller venues, but on a larger scale. Where some of these precautions could be easier and more attainable to accomplish in a smaller venue, it may not be the case with large venues, especially if the venue is centrally located.
Conclusion
Events at the Enterprise Center should not occur until the pandemic has gotten under control. This is because the venue is so large and indoors. Even though the venue in France was able to open their doors for an event, management agreed that it would not have happened if there was not funding from that event being televised. Opening the Enterprise Center before the threat of spreading Covid-19 is diminished is a massive risk, especially since—at the time this was researched—the venue was located in a virus hot spot in Missouri. Even though concerts are allowed to resume in Missouri, it is not a safe activity to do, especially at the scale at which the Enterprise Center can host events. The Enterprise Center’s social media strategy provides a way for the venue to stay engaged while it cannot open its doors.
Wolf Trap
Wolf Trap Foundation for the Performing Arts was the first National Park dedicated to the performing arts. This unique partnership is beneficial because park services maintains the grounds while the Wolf Trap Foundation manages all the programming for the shows. The 117-acre land offers natural as well as cultural events. Performances take place at the Filene Center, The Barns, and Children’s Theatre-in-the-Woods. The foundation also operates the Wolf Trap Opera Company. This acclaimed company brings in talent from all over the world to then perform at The Barns. Located in Northern Virginia, Wolf Trap serves the Greater Washington D.C. area.
Impact of Covid-19 on the Greater Washington D.C. Area
Covid-19 has devastated the D.C., Maryland, and Virginia (DMV) area. As of July 13, 2020, Washington D.C. had 10,946 positive coronavirus cases. Maryland, as of July 14, had 74,260 confirmed cases and Virginia had 69,610 cases. In the entire DMV area, 5,747 people have died due to Covid-19. Looking at Wolf Trap, it is important to take into consideration the status of the pandemic in Washington, D.C, Maryland, and Virginia because of proximity.
At the time that this case study was written in the summer of 2020, Washington, D.C., was in Phase Two of the recovery process. In Phase Two, indoor restaurant seating could occur with the proper steps taken to prevent the spread of Covid-19. One thing in particular that was interesting about the Phase Two plan was that theatres, cinemas, and entertainment venues could file a waiver with the Homeland Security and Emergency Management Agency (HSEMA) to be able to hold cultural events. These waivers needed to detail social distancing plans, a contact tracing system, and additional protocols the venue would use to reduce the spread of the virus. Without this waiver, venues would remain closed.
Maryland—like Washington, D.C.—also moved to Phase Two of reopening over the summer. Maryland allowed entertainment and recreational attractions to reopen with specific guidelines in place, one being that the “indoor areas” of a venue had to remain closed, including restrooms. Maryland also encouraged purchasing admission to events in advance and using contactless payment onsite. Another guideline was that Maryland wanted venues to maintain records of admission for two weeks to assist in contact tracing. Since this section of the reopening guide referred to both entertainment and recreational attractions, it is hard to know if concerts are included. Considering the restriction on “indoor areas,” indoor venues may not be approved to reopen. Outdoor venues could have been an option, but there was no guidance posted on the Maryland government website about it.
Unlike the other areas, Virginia was in Phase Three at the time of this writing, and the governor was very insistent on the fact that if Virginia cannot remain in Phase Three, then public schools would not reopen in the fall. The governor also issued a set of Best Practices Guidelines for Virginians to abide by. One of those guidelines was to limit social gatherings to a 50% capacity or 1,000 people, whichever is lower. This would be a good sign for performance venues, but there is another guideline that could be an issue. The other guideline says indoor gatherings that include activities with increased respiratory activity should be limited. The increased respiratory activity for concerts would refer to singing. However, under the section specifically for concerts and entertainment venues, the amount of space required for social distancing is ten feet. This is likely to accommodate for the increased respiratory activity. All guidelines considered, to reopen, Wolf Trap would have to limit the number of guests and possibly even the length of the performances.
Operations at Wolf Trap Foundation for the Performing Arts
According to Wolf Trap’s 2019 annual report, there were 69 performances at the Filene Center and 33 shows at Children’s Theatre-in-the-Woods in 2018. The largest operating expense was $28.9 million for programming. In contrast, general and administrative expenses and fundraising expenses in total were $9.1 million. As for operating revenue, ticket sales generated the most money. It is important to note that there are more revenue streams listed than operating expenses. Ticket sales brought in $18.2 million while contributions and grants brought in $13.2 million. These numbers are interesting because it shows how invested Wolf Trap is in the community, but also how much the community appreciates Wolf Trap.
Based on these numbers, it is clear that Covid-19 would have a severe impact on this venue. Even though Wolf Trap could have put on some shows in early 2020, that time of year tends to be slow for shows in the industry. Since shows have been rescheduled and postponed due to Covid-19, ticket sales are down. As a result, Wolf Trap has decided to sell a t-shirt in addition to asking for donations to help them get through the tough times that they are experiencing with the stages being dark.
The Filene Center
Image 3: Filene Center House. Source: Press Photos.
Wolf Trap’s Filene Center is a 7,000-capacity venue that offers in-house as well as lawn seating. As seen in the image above, many patrons come to shows. This is not an ideal situation during the age of Covid-19. The Filene Center has six different indoor seating sections. From closest to the stage to farthest, these sections include: The Pit, Prime Orchestra, Orchestra, Rear Orchestra, Box, and Loge. There is also the lawn that is not under any covering.
Figure 1: Filene Center Seating Chart. Source: Filene Chart.
During sold out shows, it is not an uncommon occurrence for people to complain about not finding space to sit on the lawn. Unlike many venues, Wolf Trap allows guests to bring their own food and beverages to shows, which increases the popularity of this seating area. The picture below is not a sold out show and is a true indication of what the lawn looks like with a show with almost full attendance. Many people bring blankets and spread food or lay down. There are screens on the outside of the venue that allow lawn guests to enjoy the show no matter where they are on the lawn. Using the lawn with speakers and video monitors offers an option that Wolf Trap could use during the pandemic to continue to have shows at the Filene Center. In many ways, this would be similar to a lawn alternative to a drive-in experience. Wolf Trap is also very invested in the community, so they could project a movie onto the screens and host a socially distanced movie night. The only downside to these options is how many people would be necessary to complete these tasks and, if it were a live performance, the safety of the performers and stage crew would be paramount.
Image 4: Filene Center (Lawn at Dusk). Source: Press Photos.
During show days, the Wolf Trap employees and road crew work hard to put on a successful event. Wolf Trap hires thirteen stage hands, and a road crew can have a lot of personnel while on tour. Productions would need to be scaled back in size. Otherwise, it would be difficult to set up and tear down a show with new social distancing guidelines. With smaller productions, there would not be a need for as many ushers. The Filene Center is a large venue and would be costly to open and operate at a reduced capacity, but it is an outdoor venue, providing a safer alternative to being indoors.
The Barns
Image 5: The Barns at Wolf Trap. Source: Press Photos.
The Barns is the smaller venue on Wolf Trap’s grounds with a capacity of 382 seats. This venue is capable of having seated performances as well as general admission shows. The space is also used for non-programmed events including weddings. The picture above is of a general admission performance. The Barns, like the Filene Center, also has different sections for seating. There are four sections (from closest to stage to furthest): Prime Orchestra, Rear Orchestra, Prime Balcony, and Side Balcony.
Figure 2: The Barns Seating Chart. Source: Barns Chart.
As of the summer of 2020, all concerts for the rest of the 2019-2020 season at The Barns had been postponed to either fall 2020 or spring 2021. For the shows in fall 2020, Gerard Venida, Assistant Director of Program and Production, said that he might have to be on the phone again in the next few months rescheduling the fall shows. During normal operations, The Barns does not allow guests to bring in their own food and beverages. There are concessions in the common area, but because of the pandemic, that would likely not be available to visitors. Even though concessions will not be available, The Barns could still offer shows if the capacity were to be reduced and management followed Virginia’s State Guidelines for reopening.
During the summer months, The Barns is home to shows from the Wolf Trap Opera. Due to Covid-19, these in-person shows have been cancelled, but there are previously recorded shows available online to be streamed. Between October and May, The Barns will typically host 80 diverse shows, but these in-person shows have also since been cancelled and replaced with online content.
Children’s Theatre-in-the-Woods
Children’s Theatre-in-the-Woods (CTITW) is a series of shows on a stage in the woods behind the Filene Center. These performances include music, dance, storytelling, and sometimes even puppetry. The events held here are heavily attended by families, schools, and summer camps. Since CTITW only occurs during the summer months, it is highly attended and many families in the area attend several events per season. Tickets typically cost less than $12 and the shows are an opportunity for children to blow off some energy.
Image 6: Children’s Theatre-in-the-Woods. Source: Press Photos.
Since the venue has one pathway to get to it that functions as an entrance and exit, this would not be an ideal program to run during the pandemic. Small children and chaperones attend these events, so the chances of the virus spreading during a visit is fairly high. There are also no individual seats in the theatre, just long benches. This, for sanitation purposes, is ideal, but many attendees are not from the same household. Group visits are very frequent for CTITW and these groups come from all over the D.C., Maryland, and Virginia area. Hosting these events would be an easy way to spread the virus because of how close the stage is to the seats and how close everyone would be to one another.
Covid Impact on Business Activities
Wolf Trap has cancelled all live performances for the rest of 2020 due to the Covid-19 pandemic. The Filene Center will be dark for the entire year, which is something that has not happened in the 49 years of operation. As a result, patrons are allowed to donate all or a portion of the value of their tickets to Wolf Trap’s Music Moves Us Fund. The fund is used to support educational and community initiatives, support artists, and to strengthen operations. Even though the summer shows at the Filene Center are cancelled or rescheduled for 2021, Wolf Trap is hopeful that they can resume operations by the end of 2020, if not early 2021. As a result, The Barns will be utilized as the primary venue for performances.
Since The Barns operates year round, Wolf Trap could still have shows in early 2021 while preparing for the 50th anniversary summer season at the Filene Center. In the meantime, Wolf Trap has turned to the internet. On their website patrons can stream previous recorded Wolf Trap Opera performances. The series of streamed performances is called Wolf Trap Opera UNTRAPPED Online. For the summer 2020 season, Wolf Trap periodically released performances online, free of charge. They also included Park Pop-Up Performances available to stream online. These performances were prerecorded and featured local artists. The performances are available to be streamed the day they are released for an unknown amount of time. Wolf Trap is proud to offer these performances as a way to connect with the community during these tumultuous times.
As for artists, the Wolf Trap Opera artists are receiving support from their fellow members as well as guidance from the current Filene Artist-in-Residence, Denyce Graves. The artists moved to the Northern Virginia area in late June and quarantined for two weeks. When this was written, the company was set to start their onsite rehearsals in mid-July. Denyce Graves held a free online master class for Filene Artists and the public. As for shows, it’s unclear if the opera will stream any future performances.
Issues with Reopening
As mentioned earlier, one of the biggest issues with reopening would be allowing guests to social distance. Since face coverings are required while indoors in the state of Virginia for Phase Three, they should be required while at Wolf Trap.
Image 7: Filene Center Main Entrance and Box Office. Source: Author.
Even though the Filene Center does have outdoor seating, face coverings should still be required because other patrons have to walk by others on the lawn to get to the in-house seating. So, to be cautious, face coverings should be required by patrons as well as employees. Another concern to be aware of is the different points of transaction. Wolf Trap has nine windows for the box office at the Filene Center. To encourage advanced purchases for tickets to events, Wolf Trap should reduce the number of windows opened at the box office. It would be ideal to close the windows, but that negatively affects members of the community who do not have access to smartphones. Since Wolf Trap is in a more developed part of the country, it is likely that 17% percent of the population does not have access to smartphones. Because of that, these patrons need access to paper tickets. There is the option for print-at-home tickets, but some people do not print their tickets properly or do not own a printer at home. As a result, at least one window at the box office would need to remain open. The Barns has a small box office that is fit for one person. This is the best situation for a box office while in a pandemic. That being said, advanced purchases should be encouraged for shows at The Barns.
Having cashless payments is also a much safer option because most credit card scanners are equipped with either Radio Frequency Identification (RFID) or Near Field Communication (NFC). RFID allows for contactless payments by tapping a credit card to a scanner. NFC, however, allows for payment through tapping a cell phone that is equipped with Apple Pay, Samsung Pay, or Google Pay. Both of these payment methods take the box office employee out of the equation when it comes to completing the transaction.
Ingress is still a grave concern. Wolf Trap has ample space on the property to allocate to queuing without disrupting traffic. As ideal as that is, the main issue comes with scanning patrons into the event. To maintain a six-foot distance, ushers should not be scanning tickets. As a result, Wolf Trap could mount the ticket scanners and allow patrons to scan their own tickets. An usher can stand nearby and offer assistance when needed, but maintaining social distancing measures is important in not spreading the virus unnecessarily.
After a show and sometimes during intermissions, many patrons will participate in purchasing merchandise. Wolf Trap has ample space to offer a pick-up option for merchandise. Aside from purchasing merchandise online, the pick-up option could be an alternative for those who want their items the same day as the purchase. If this option is offered, no exchanges should be accepted.
Post-Covid-19 Precautions
Since Wolf Trap cannot reopen to the public right now, they are still intent on being a part of the community. So, Wolf Trap will be having drive-in movies for people to attend. The capacity of these events is 200 cars. Since Wolf Trap has so much land, it makes it easy for them to set up an event like this to help get the local community out of their houses and give them something to do. For those who either cannot leave or do not want to, Wolf Trap is also offering online content for them to engage with. These are the opera performances and the Park Pop-Ups. The production for all of these events is done in-house to limit the number of people on set. For the Park Pop-Ups, the limit is eight or nine production people with no more than four members in a band for a performance. Wolf Trap decided to do these performances pre-recorded and edited rather than streamed because they wanted more control over the final product.
Conclusion
Wolf Trap Foundation for the Performing Arts has definitely made great use of the internet to engage people during the pandemic. With streamed opera performances and recordings of local artist performances, there are online offerings that cater to the variety of audiences that Wolf Trap serves. Aside from that, they are allowing people to come back on the premises with the drive-in movies. For the patrons who enjoyed the summer movies at the Filene Center with the National Symphony Orchestra (NSO) playing the score, this is a reasonable alternative, even if the NSO is not present. Covid-19 has negatively impacted Wolf Trap’s finances for the 2020 fiscal year. However, since Wolf Trap has managed to continue to put out content during the pandemic and offer donation opportunities, the organization seems to be in a good position to minimize the pandemic’s effects on its finances.
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