Local arts at crossroads

Art in all its forms is an integral ingredient in quality of life, but it is not a bare essential or an entitlement guaranteed a long and happy existence.

Supporters of Coeur d'Alene Summer Theatre have always known that, but they, like many others in the local world of arts and culture, are battling bitter reminders. A summons for $150,000 has been issued to save the summer pastime so many theater-lovers have enjoyed over the years. It is our hope they succeed - and that everyone's paying attention not just to what's happening, but why.

Locally, cultural offerings abound. They include but aren't limited to a wide range of music at places like the JACC in Post Falls and Kroc Center in Coeur d'Alene; Opera Coeur d'Alene delivers an astonishingly professional and consistent product, as well. Local artists turn heads with their work displayed in venues like Art on the Green, and local theater has at least two superb outlets in Lake City Playhouse and Coeur d'Alene Summer Theatre.

But anyone believing these are mass media-like attention-grabbers with broad and deep local appeal is gravely mistaken. Each of these organizations must work relentlessly to carve out a small niche and sustain it. Sheer numbers of fans, sadly, will not consistently materialize and happily pay the bills. Most would rather drool on their thrones at home watching reality TV and playing on the Internet than pay for actual talent and support the arts.

So what can be done? If you can make believers of a patron or three - people with deep pockets and a keen interest in what you provide - there's no shame in that. Look back on some of history's greatest writers, painters, composers and performers and behind many you will find a friendly, wealthy patron who propped them up during difficult times. Even PBS, with its unmatched lineup of outstanding programming, relies heavily on supporters relatively sparse in number but thick in passion. And even then, note the creep of commercialism invading that once holy commercial-free broadcasting platform.

But patronage isn't the long-term answer. To compete in today's world, which is different from yesterday's and will be different again tomorrow, marketing is essential. Because The Press is a marketing company and not just a newspaper, we'll tread lightly along the path of perceived self-interest. Just be cognizant, purveyors of the arts, that you're competing harder for customers' dollars and attention than ever before. They have almost limitless entertainment and enrichment choices, so you'd better hold two trump cards: a terrific product and a marketing plan that goes well beyond a handful of Facebook friends and a free paragraph in the paper.

Market like there's no tomorrow, because for some of you, there won't be.

Hear ye, hear ye!

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