The Toothpaste Millionaire (production)

Kierstan Conway & Quincy Brame as
Kate & Rufus in "The Toothpaste Millionaire"
(Talespinner Children's Theatre, 2024)
Photo by Steve Wagner

Adolescence doesn’t need to be the worst time in a person’s life, but what a person goes through at that stage of development is exacerbated by our systems of education, which (often, though not always) sequesters kids who are eleven, twelve and thirteen years old on their own and all together. It was horrible for me, and it was horrible for my kids, in spite of our best efforts.

However, when working as an arts educator, whether it be in schools or extracurricular programming like summer theater camp, I like working with middle school aged students best. They respond to the work so powerfully, and it is because, as I see it, they are knowledgeable enough to delve deep into complicated concepts, but still young enough to want to play.

At the start of Jean Merrill’s book The Toothpaste Millionaire, the main characters, Rufus and Kate, are both entering sixth grade. My wife had asked why, if the play adaptation of the book that I was writing was intended for an elementary school audience, that the characters should be in middle school? And my answer was, because it is meant to be aspirational.

As Merrill said in a 2006 interview, “I hope (the book) inspires them to imagine themselves doing things like that. Just because they are kids, it doesn’t mean they can’t have good ideas.”

And after all, the audience for all those High School Musical movies and shows aren’t really high school students, right? Those are watched by the middle school students.

The first time I attended a run-through for the Talespinner Children’s Theatre production of my stage adaptation of The Toothpaste Millionaire, I was delighted by the sense of play that Ananias Dixon (Director) and Diwe Augustin-Glave (Assistant Director) brought to the proceedings. The kids, as written, are witty, and aware, but as performed, are excited and enthusiastic, and not jaded or snarky (as many TV tween characters can be). And so very playful! Which is the point, after all.

Quincy Brame as Rufus Mayflower
(Talespinner Children's Theatre, 2024)
Photo by Steve Wagner

When it came to adapting the book into a script, one of the things that really helped me was creating a calendar of events. The book was published in 1972, and needed to be set at that time. You could update Merrill's story to the 21st century, I suppose, but the world has changed so much in the past fifty years, media, technology, economics, the law, it would really be an entirely different story, and I wanted to tell this one.

Merrill’s plot is uncomplicated by personality conflicts, the kids – and their adult mentors – work together to make Rufus’s dream a reality. They set a goal, achieve it, and then set another, bigger goal, all within the span of two years, which in this version takes us from 1970 to 1972 not exactly an inconsequential period in American history, but what period is. And some of that history, which Merrill did not include – because to her, it was just the present – seep in around the edges of the play (see: references), but only to the extent that an adolescent might be aware of them.

I'm really happy with the design for this premiere production, featuring delightful period costumes by  Jaclyn Vogel (which includes Rufus's iconic blue sweater, mentioned on the very first page of the book), and a functional and colorful set designed by Ren Twardzik with projections by Josh Smith.   

Next Saturday, July 27 at 3:00 PM, The Toothpaste Millionaire will be performed as part of Family Day at the BorderLight Theater Festival in Playhouse Square. Last year I had a short, site-specific play produced at BorderLight, and it was so exciting to see all of the vibrant creativity going on in and around Playhouse Square for that long, summer weekend. This year BorderLight is featuring over fifty shows, and workshops, and the Family Day concept is a new addition. If you’ve got kids, come downtown to join in the fun!

The BorderLight Theatre Festival will take place July 24 – 27, 2024 in downtown Cleveland.

Nelia Rose Holley, Kierstan Kathleen Conway, Julia Boudiab
(Talespinner Children's Theatre, 2024)
Photo by Steve Wagner

Source: "The Toothpaste Millionaire, 35th Anniversary Edition" (Houghton Mifflin, 2006) 

Guerrilla P.R.

The other night I was at the Dark Room, and before the event began some of us were chatting about that eternal question, who do I have to fuck to get people to see my show?

Default promotion, in the old days, required purchasing advertisements in the paper. The quiet part was that if the theater didn’t pay, the paper wouldn’t review your play, and it was always the reviews which drove ticket sales, not the ads themselves.

Today, with the absence of print journalism, theaters pay for ads on Facebook or Instagram. Direct mail is also still a thing, and it is important, because at the very least you need to let people who have already shown an interest in your company about what is coming soon.

But, and this is the case for every single theater, from LORT A down to that immersive storefront production with ten folding chairs, to have a successful production you must go beyond. You need to appeal to non-regular theater goers, because there are never enough of those. There certainly aren’t enough theater artists to fill the seats at any house, and they shouldn’t be expected to, anyway, because they are busy doing theater.

So, how do you get the word out? How do you, as they say, let ‘em know?

As I have recounted before, I have always loved marketing, products and swag. In high school we started an improv troupe and I was much more interested in selling the buttons we had made for the troupe (buttons were big in the 80s) than rehearsing improvisation.

And who designed these buttons? I did, of course, using my brother’s brand new Macintosh computer. They did not go very well, however, not as well as the Guerrilla Theater Company pins we made years later, those sold very well though I still have a couple hundred of them in my attic.

At college, a graduate student who was put in charge of marketing for the school of theater approved of the comic strip I drew for the daily university paper, and especially liked when I would include references to current productions. He’d made an arrangement with a local pizza place to include flyers for the upcoming production of On the Verge by Eric Overmyer, but he wanted something original, that would engage someone who had just ordered a pizza.

I created a “chutes-and-ladders” style board game with paper cut-outs of the three main characters and you would roll a die and move your piece around a cartoon globe, traveling through time and space to opening night of the show!

Guerrilla Theater Company had a regular advertising deal with the Free Times, we’d buy the smallest advertisement we could, but we’d buy them pretty much every week. Not just to keep folks aware of the show, and not just to announce the theme of the weekend, but to continually flog the Guerrilla Connection.

The idea for the Connection came from Dial-A-Song, a service provided by They Might Be Giants since the mid-1980s, a phone number you can call to this day and hear an original song. We had a designated line which would have a different message every week, letting folks know the theme of the week, hear a short play, or important announcements.

It occurs to me only right now that we didn’t need a separate line to do this. The office line as xxx-9002, the Connection was xxx-9003. The message could have been the regular office line, why did we pay for two lines? I guess we thought it was to separate “business” from “the show.” Whatever.

But the advertisements weren’t enough to fill the house. That happened occasionally when we had a review, or when we were interviewed for the radio. We had a gorilla costume, and sometimes one of us, usually Torque, would don the suit and we would hand out small flyers for the show. On college campuses. At rallies.

Once, we mocked up fake parking tickets. They looked just like real City of Cleveland parking tickets, with VIOLATION in big letters at one end, and amusing fine print which promoted the show (and the Guerrilla Connection). Torque wore the gorilla suit and went around downtown, ticketing every single car we came across. No idea whether we attracted a single audience member through this gambit, but we did get one message to our office line threatening legal action, which we found hilarious.

When it came time to promote Bad Epitaph Theater Company’s first free, outdoor production, Kirk Wood Bromley’s The American Revolution, we returned to buttons. Only this time, we weren’t selling them. Company members were asked to wear large buttons featuring the first American President and the legend “ASK ME” in large letters.

The plan was that, when someone did, in fact, ask, said company member would not only fill in the inquirer about the details of the upcoming production, but would also take the opportunity to ask for a dollar to support the production – a Washington for Washington, as it were. Mind, this was in 2004, over ten years before the Hamilton $10 ticket lottery, known as Ham4Ham.

Yes, Bad Epitaph must have pulled in over fifty dollars through this gambit, but that wasn’t the point, it was to open a conversation about the show, with a random selection of people who may or may not otherwise have had any interest in seeing a play, this play, any play. And that’s what it’s all about, to move past impersonal modes of advertising, be they print advertisements, online invitations or email blasts, to get to the point where people, lots of people, are actually talking to each other about a show.

Note: The title of this post comes from the book Guerrilla P.R.: How You Can Wage an Effective Publicity Campaign...Without Going Broke (Harper Collins, 1993) which I unironically purchased after the disillusion of Guerrilla Theater Company, when I went to work as Director of Public Relations at Dobama Theatre. It was a handy primer on the basics of marketing though this edition is now almost entirely obsolete as it was written just before the rise of the Internet. Levine also produced a revision called Guerrilla P.R. 2.0, released in 2008.

Our Alaskan Honeymoon (1999)

Can you see Denali?

This has been a season of celebration. Since we dropped our youngest at college last fall and became “open nesters” (that’s the hip, new term for it) my wife and I have been spending a lot of time on each other. More time talking, more time lingering. More time viewing, too, movies and TV, as well as plays.

We have taken journeys, to the Southwest, to NYC. And to celebrate our 25th wedding anniversary, we took a transatlantic crossing on the Queen Mary 2, and spent a few nights in London. We took in some shows there (see: Three Very English Plays) and last week held an open house to celebrate with friends.

We took our first cruise, together and as individuals, for our Honeymoon, in July 1999. When deciding what to and where to go she had first suggested the Caribbean. I said sheepishly that I would prefer not to go somewhere tropical. I had been married once before, visiting Hawaii, and I wanted to avoid any possible reminders. It was stupid, I know, but God bless her, she was disappointed for one moment, and then began conducting a web search Alaskan vacations.

The ship was the Holland America MS Ryndam (now the Celestyal Journey) departing from Vancouver, where we spent a day before boarding. At that time in my life I was manic about seeing shows, especially when I was someplace new. And they had to be unusual, not professional. It was all “research” for my work as the producer of the newly formed Bad Epitaph Theater Company.

That first night, we attended a performance of Moo by Sally Clark at the Vancouver Little Theatre in Heritage Hall. Quotes are from my journal: 

“One of those why-is-life-so-fucked plays. A dysfunctional couple, madly in love, and too proud to actually love.”

I was actually more interested in the space, always looking at spaces, because Bad Epitaph didn’t have one.

“Wild, rough space. Cheap. 60 seats on three sides, very low ceiling … canvas floor over wooden plans which creaked throughout the show.”

MS Ryndam

In my last post, I described the time capsule we had created twenty-five years ago, for which we both wrote letters to our future selves. We read the letters we had made for each other, and then those we ourselves had written. I was surprised at just how much anxiety I held at that time, but this is also reflected in my journal. I kept making random notes about the company. I couldn’t stop thinking about the work. For example:

“CAN WE GET A DEEJAY FOR THE SIN BENEFIT?”

Our sea voyage was along the “Inside Passage” with stops at Ketchikan, Juneau, Sitka, Valdez (where I would return in 2016), Seward, before disembarkation in Anchorage. We’d spend one day in that city, before getting on a train, first to Denali, and finally, to Fairbanks.

What can I say about the cruise. My own notes from that time are shocking, but I wasn’t as mellow as I am today. We were appalled, if not surprised, by the countless attempts to get extract additional cash from us, selling us inscribed things we couldn’t use or didn’t need and so many opportunities to pose with characters like the Wacky Fisherman or to Wacky Prospector.

We found many of our fellow passengers on this journey to be rude. And loud. We chose to spend as much as time as possible together on the bow of the ship, watching for whales, otters, seals and icebergs.

After seven days on board a ship where we were among the youngest passengers (yes, even at the age of thirty) we were thrilled to be on our own for a while and the very first thing we did was to pick up a copy of the free Anchorage Press to see what live theater might be available!

Hiking Taku Glacier

At the turn of this century, Anchorage had a population of about a quarter million people. While they did and do have a thriving arts scene, it is not as large as even Greater Cleveland. We chose to see Libby, a one-woman show adapted from Betty John’s book about her grandmother, Libby Beaman, the first European American woman to live on the Aleutian Islands.

Adapted for the stage by David Edgecombe and featuring Elizabeth Ware as Mrs. Beaman, the piece had toured several states before a performance at the Last Frontier Theatre Conference (now the Valdez Theatre Conference) and a month-long stand at Cyrano’s Off-Center Playhouse in Anchorage, which is where we attended. Several years later I would attend Last Frontier, where a large percentage of artists had experience at Cyrano’s, which is still a thriving endeavor.

“Cyrano’s bookstore was very quirky and I wondered what we were getting into when we stepped into the theater.”

Whitewater rafting in Valdez

Again, anxiety. At that time, I felt every performance I attended was some kind of gamble. If it wasn’t a transformative experience, then it was a wasted opportunity. And a two-act solo performance? That's a commitment. As it turned out I was tremendously moved, Ware’s performance stays with me to this day, and even informed my own monodramatic work.

“A very nice selection of local interest books. At one end a small movie theater – that night ('Libby' playwright & director) Edgecombe … was working on his new one-man show, ‘Syd’ in that theater.

“There was also a functioning coffee bar … A business plan … go in with Red Hen, get a space, Toni manages the bookstore, we share space. Starkweather space?”

Still, thinking about the company, the work, about space. Space was such a big deal for me at that time. We knew where we were to produce Sin, and were in talks about The SantaLand Diaries. But my journal indicates that the idea of producing Lysistrata was still only in the theoretical stages and I cannot remember how many different venues we visited to find a suitable location, before entering into a relationship with Cleveland Public Theater.

"Alaska or Bust"

At Cyrano’s, I bought a copy of Anne Higonnet’s biography of Impressionist painter Berthe Morisot, and that became my reading for the rest of the trip.

“Any shrinking of the will is a bit of substance lost. How wasteful, then, is hesitation! And only consider how immense the final effort necessary to repair so many losses!” - B. Morisot, February 23, 1862

“Amazing how similar our neuroses can be.” - D. Hansen, July 13, 1999

We, as well as a small number of our fellow former shipmates, departed Anchorage by train, headed for Denali National Park and Preserve.

Denali, as you probably know, is the highest mountain on the North American continent. You need special permission (and equipment, of course) to journey too close, as it is part of a protected wildlife reserve. Tourists can take a multiple hour bus trip to get as close as possible and hopefully take in some incredible views, which we did and were treated to remarkable sights on the drive there and back, and the mountain itself. We were fortunate about that last because most days of the year the peak can be obscured by a variety of weather conditions.

After the day-long journey I was delighted that my bride suggested we attend the Alaskan Cabin Night Dinner Theater! All-you-can-eat salmon, ribs, taters and corn, biscuits and berry cobbler while an ensemble of performers told tales of Gold Rush era Alaska and sang standards.

As I wrote in my journal, “My interests were purely anthropological, trust me.” Following the performance we got into a conversation with some of the performers, I was intensely curious as to how someone gets a job like this one. I was currently unemployed. One of the actors heard we were from Cleveland and excitedly told me he was from Akron, and I had no idea how to respond to that.

At last, onto Fairbanks.

“Thursday night we checked into the hotel and, while everyone else was scurrying around, trying to find their luggage or stretching their legs, we swiftly got a hotel shuttle to take us to a movie theater.”

What we had asked was "how close is the nearest movie theater," and the concierge responded, “You mean the movie theater.” 

Offering the shuttle to get there was a kindness, the Goldstream Theatre was a mile and a half away. The photo of Toni in front of the sign at midnight (right) is a reminder not only of how close we were to the Arctic Circle, but also what an outrageous year 1999 was for movies.

We chose South Park: Bigger, Longer and Uncut. My opinion at the time? “It’s very funny and about a half-hour too long.”