By Kathy Furore
It’s undeniably a tough time for costumers. And those whose business focused on theatrical rentals are navigating a particularly rough road as schools and community theaters cancel their long-planned Spring productions, with no guarantee that the stage lights will be turned back on in the Fall. What’s a business owner to do? Here, the NCA offers 7 ways to keep your costume rental business top-of-mind with both past and prospective customers.
#1 Embrace e-Learning Virtual school days have become the norm…and schools from coast to coast are desperate for lessons that will keep students engaged online. Think about what you can offer to help teachers engage these new e-learners.
Some ideas to get you started:
*Contact your local school district to offer special prices for teachers who might want to rent costumes and accessories for themed e-learning days, possibly tied into a history, geography or art lesson.
*Reach out to local school and community theater programs to ask if they're planning online events during the shut-down. Offer to sell or rent costumes for the online performers, possibly at discounted prices. For example, the Atlanta Acting School has launched a new Virtual Programs for Kids & Teens, with all classes held via Zoom (atlanticactingschool.org/kids-and-teens/virtual/). Could your business be part of something like this in your community?
#2 Be Part of Social Distancing Celebrations. Laura Feist-Roche at Happy Daze Costumes in Norwalk, Connecticut is doing no-contact 15-minute performances for people who need characters. She booked 70 Easter Bunny performances and has done at least one gorilla since then. She has actors and charges for this service. Many people are looking for ways to celebrate birthdays, anniversaries, proms, graduations and other key events while staying at least 6 feet apart—so let your community know your business can help them do that by delivering celebratory messages dressed in costume.
#3 Go Social with Promotions! Promote everything you’re doing on Facebook, Instagram, Pinterest or any other social media forum, and keep reminding your online audience that you can provide costumes and make-up at discounted prices at a moment’s notice to any individual or group planning performances online.
#4 Help Save Summer. During the “old normal,” theater camps were a big draw for parents looking for ways to keep kids entertained and learning during the dog days of summer. Reach out to your local park districts and other theater programs that have held theater camp programs in the past to see if you can help them create an online version of these popular summer offerings in a “new normal” way.
#5 Hold an Online Raffle or Auction—or both! Do you have any costumes customers might love to buy—perhaps something from a particularly popular show you’ve costumed? Are there local schools and theaters that might relish the chance to win a prize or big discount on future projects? Selling raffle tickets could bring in money in small increments right away, while an auction might generate bids for a bigger payout.
#6 Fundraise. You might consider asking for monetary help a last resort—but if it’s one of the only ways to bring in much-needed funds, perhaps it’s something you should seriously consider. For example, All Dressed Up Costumes in Batavia, Illinois—a business that celebrated its 30th birthday in January and relies largely on theatrical rentals—created a Save the Theater Costume Shop fundraising campaign and had raised $3,190 (goal of $10,000) as of April 30. To show appreciation, the business is offering a tiered level of donor perks. The perks range from a personalized “Thank You” message on the company’s website for anyone who gives up to $25 to a private party for up to 10 people that includes drinks, hors d’oeuvres and a personalized performance by professional actors for donors who give $2,000. There are many levels in between. You can more about the fundraiser and perks at gofundme.com/f/save-the-theatre-costume-shop.
#7 Let them know you’re there. Remind anyone you’ve rented to in the past that you’re still alive and well and ready to help them with any costuming needs—now and in the future. Even if they aren’t doing Zoom auditions, rehearsals or shows, communication now will at least lock you in as the costume provider once in-person shows resume.
Want more ideas? Here are some great resources to check out:
# # #