Originally published in the June 2020 issue of (614) Magazine
When The Parlor celebrated its first anniversary earlier this year, it came and went without much fanfare. After all, you can’t risk raising a ruckus over the concert venue equivalent of a speakeasy. Now, the quietly-promoted proof of concept may offer an unintended road map for the future of live music.
“We had the whole season booked, so when the situation quickly started progressing toward cancellations, I was calling the health department every day. Based on their advice, we stayed open until the restaurant ban hit,” explained the host of The Parlor, who prefers to maintain the same secrecy as his clandestine concert series. (Anyone who has received one of his cryptic messages or been to a show simply knows him as “The Man in the Black Hat”.) “We couldn’t quite tell what was happening or what was coming. Even though we’re not a restaurant, we decided to follow those protocols for the safety of our audience.”
For the uninitiated, The Parlor isn’t invitation only, but it is somewhat exclusive. Intrigued would-be attendees are vetted before they’re offered tickets to shows barely publicized beyond the close-knit community of recurring concert goers. Imagine the intimacy of a house show, but not knowing the address until an hour before the band takes the stage. That’s The Parlor. But it’s also not a clique. The audiences are as unassuming as they are anonymous, strangers in the same secret society who actually sign the stage to seal their pledge of silence.
From perennial favorites like The Floorwalkers, Mojoflo, and Willie Phoenix to notable locals like Josh Krajcik and Chris Jamison, The Parlor creates interaction often absent from the concert experience, and offers artists compensation from ticket sales more commensurate with their talent.
With restaurants reopening, but most live music events on hold, The Parlor is ready to parlay their unique niche, rescheduling events and forging new formats that still meet strict guidelines for social distancing. Stadium shows and lawn seats are still a long way off, but small and simple gets artists back on the stage in short order.
“We’ve been trying to get in touch with national acts who may have cancelled tours through Ohio and pair them with local artists in a house show format,” he revealed. “But there are also local artists who need gigs now. So we’ve been ramping up to do different types of experiences than we’ve done before, featuring pairings with local restaurants.”
Plenty of musicians are reinventing their relationship with fans, hosting Facebook concerts from home, hoping to make enough in online tips and selling a little merch to hold on until the industry figures out what’s next. But any degree of real recovery could be months away, maybe more. Arena shows have additional obstacles, leading some to worry whether they’ll return at all, or if the venues themselves long survive.
“I’ve been considering guarantees versus percentages of sales and how to structure those arrangements. But at the end of the day, I think there’s a great opportunity to continue to pay artists really well, just like we always have,” he opined. “Honestly, I hope promoters in town who currently can’t work with traditional venues reach out, because house concerts could really emerge right now as a way to make gigs happen.”
That’s the edge The Parlor has over typical venues. Now those smaller audiences seem safer and the larger cut of ticket sales sound even more appealing to performers. But that’s also why everyone from concert halls to the club circuit have been quietly conspiring to shut down house shows and their organizers for years — and why the man in the black hat is just fine remaining under the radar.
“I think the hardest part for me is the empathy I have for the artists. When the national unemployment rate was passing 15 percent, the unemployment rate for full-time performers was nearly 99 percent because there was no place to play,” he noted. “I’ve been staying in touch with them just to make sure they’re okay. Some have decided to retire, or take corporate jobs. Others are taking time off hoping things will go back to normal in a couple of months and are just trying to get by.”
One of the only entertainment venues prepared for a sudden comeback are drive-in movie theaters. Outdoor screens from coast to coast have seen a steady increase in interest, and with patrons parked in the confines of their cars, social distancing is in force by default. The Parlor’s latest venture launching this month hopes to tap into that same nostalgic experience.
“The Hidden Drive-In is the first departure from our established format, and will feature live concert performances and modern and classic films on a 30-foot display at an undisclosed location in Downtown Columbus”, he explained. “We want to create socially-distanced events our audience can still enjoy together.”
A launch and a fundraiser, the Hidden Drive-In is scheduled to premiere June 12 and 13, with two shows each evening. Tickets are priced for both bikes and cars, with the added bonus of fresh barbecue served on-site. It’s dinner and a movie unlike anywhere else. But it’s also the less conspicuous launch of an entirely new audio platform The Parlor plans to incorporate into future events, offering a fidelity unrivaled by typical FM transmitters or standard concert technology. True to form, the exact origins and specifications of the audio setup are also a tightly kept secret.
“We knew 80 tickets would cover our initial costs, and spread across four shows, it allows us to spread our audience out as well,” he revealed. “We also knew which space in Columbus we really wanted to present this first, and there are multiple prospects and partnerships where we could present in the future. We expect this to be a magical experience that will help us make decisions on where to host additional events beyond the Hidden Drive-In.” ▩
For details on upcoming performances, including the Hidden Drive-In, visit The Parlor on Facebook.
