The Struggle to Remain Viable and Relevant

It was announced that Cirque du Soleil is laying off 3,500 employees ahead of filing for bankruptcy.

Broadway will remain closed for the remainder of the year.

AMC theaters will remain closed for the foreseeable future.

Sporting events are happening without fans in the bleachers.

All of this may seem trivial. I mean, my wife and I haven’t been to a Broadway show in several years. The same goes for Cirque du Soleil. But for those employees who work in and support these shows and events, this is anything but trivial.

Ripple Effect

The COVID-19 ripple effect is starting to take out the ancillary parts of our lives. While restaurants are starting to get back to in-house dining, now “dinner and a movie” means returning home – sometimes with take-away – and watching Netflix or Hulu (since a lot of regular television production has ceased).

Some states are starting to close bars again, so the customary cocktails before heading over to the theater is no longer an option.

As a business coach, I have been working with my clients to learn how they can pivot, to take advantage of their strengths in ways they may not be doing now. When one door closes due to external forces like the pandemic, what other doors (or windows, fire escapes, skylight) are available to remain viable and relevant?

What new product or service lines can you offer customers who may be impacted or frightened by this second wave? How can you advertise or market existing products and services to address your customer’s fears? Are there ways to partner with other companies to offer packaged services?

Remaining Viable and Relevant

The goal is to keep your business viable and relevant, especially in these troubling times.

For example, my daughter works for the historic Pasadena Playhouse in Pasadena, California. Their theater, like most small theaters and theater complexes around the country, was hit hard by the pandemic. When your business model is “fill the house” with patrons sitting next to each other, having an order from the government or the CDC saying “observe the 6-foot social distancing guidelines” makes that impossible.

So, the Pasadena Playhouse is offering online Zoom classes on such topics as “The Broadway Musical & America” where Tony Award-winning producer Adam Epstein leads the participants through a broad overview of this distinctly American form of theater. Janet Fontain is conducting Playtime with Miss Janet sessions for children where they can explore theater through song, dance, and storytelling.

Other theaters around the country are offering similar online courses. These sessions are bringing in some revenue, but more than that, they are keeping the theaters relevant to patrons and promoting interest in live theater which should pay dividends when the fear of proximity subsides.

Almost every business in the country has been impacted in some way by this pandemic. The goal is to stop focusing on what you CAN’T do and start focusing on what you CAN do to remain viable and relevant.

How was your business damaged or crippled by the pandemic? How will this second wave impact you? How have you been able to pivot or use your knowledge, skills, and abilities in new ways to remain relevant? Please share your experiences so that you might encourage others.

And if you’re struggling and want to explore pivot options for your business, please feel free to reach out.