Theater adds new shows designed to attract younger audiences

The Delray Center for the Arts at Old School Square is looking to see some new faces in its next crowd — namely younger ones.

The city’s entertainment hub already attracts thousands of residents and tourists to shows, concerts and lectures throughout the year, but center officials say they know they can tap into a broader fan base.

To do so, the center has reinvented itself with a new name, a liquor license and additional performances to reach a newer, younger audience.

“Our Main Stage shows historically bring in a 65- plus audience,” said Melissa Carter, the center’s marketing and public relations director. “Wewant to bring in new audiences.”

In an effort to do just that, theMain Stage Series will feature six new shows this season at the historic Crest Theatre that appeal to baby boomers and younger generations.

Brian Ridolfo, the assistant artistic director of the center, is the one responsible for determining which acts will lower the median age of the crowd.

“There’s not a lot out there targeting the younger demographic, and we want to fill that gap,” Ridalfo said. “It is important for the longevity of the center. We can’t continually cater to an older audience and expect them to be around forever.”

Selecting shows like ‘ Cuff Me! The Fifty Shades of Grey Unauthorized Musical Parody’ or an appearance by popular comedian Paula Poundstone, he said he asks himself a few questions: Is it fun, relevant and would I want to see it?

For this season’s lineup, the answer, he says, is yes.

Even though drawing diverse ages is a main focus this year, it isn’t strictly a new initiative. The idea initially launched in 2011

when the center began its free Friday night concert series.

“The No. 1 purpose was to bring in new audiences,” Carter said. “We realized we had a big hit on our hands after the first season.”

In addition to the theater’s regulars, she said the original 12 concerts at the outdoor entertainment pavilion drew all sorts of people from families looking for a weekend outing to young couples on date night.

Last year, the 16 concerts brought out more than 30,000 people, who jammed out to the sounds of their favorite tribute bands.

“People have an allaround good time, and it’s free,” she said, explaining that music lovers can bring their lawn chairs to 17 concerts that kick- off in October.

With the amount of people attending events growing and the number of events rising as well, the next step was a nobrainer: provide refreshments for those enjoying a performance.

“A lot of people like to have a beverage,” Carter said.

They secured a liquor license last year so people could kick back and relax with a glass of wine or a cold beer.

“The liquor license was something we always had in our plan to do,” Carter said.

The business bonus for the theater was an opportunity to add revenue. Simultaneously, the center’s site was renamed to do the same.

The rebranding came so people not familiar with the area would immediately know what went on inside the 100- year- old historic compound that sits on the corner of Swinton and Atlantic avenues.