Girl About O-Town

You may have already heard all the buzz about Ottawa’s newest theatre, The Gladstone, and you may have read all about it here, here or here.

Local businessman Steve Martin has attracted a considerable amount of curiosity and attention since The Gladstone’s opening earlier this fall, and the shows have been getting rave reviews.  It seems that all of O-town is fascinated by this latest audacious addition to the city’s theatre scene, astonished by Martin’s intrepid renovation of the deserted former home of the Great Canadian Theatre Company, and dazzled by the glamourous design.  Like a rush of wind on a crisp fall day, Steve Martin and the Gladstone theatre have shaken things up here in Ottawa, and are offering up something seriously fresh.

Inspired as always by stories of courage, creativity and commerce, I too wanted to know more about the man in the canary yellow jacket.  So a few weeks back, I set out to track this Mr. Steve Martin down, and see if he might be willing to dish in more detail about himself, his motivation, and his new venture.  As things turned out, he was utterly accessible and totally keen.  Early on a Monday morning, I met him outside the front doors of the theatre.  His shirtsleeves were rolled up and he and his crew were already working hard.  Between productions, they were feverishly switching sets in time for their next opening night.  “We all need to get paid” Martin said, ” we don’t have a lot of time between shows!”.  He did however, make time to sit down and talk, to offer some insight, and to share some stories.

Having been to see The Gladstone’s hit opening production “How the Other Half Loves”, I had kept the show program.  To me, Martin’s passion and warmth was evident even in written form, and the program contained some good clues worthy of further exploration.  Particularly intrigued by his repeated invitation for show- goers to “Experience Theatre”, I began our conversation by asking him what he meant.  More than just a catchy tag line, it was soon clear this is a meaningful mantra for Martin, and it wasn’t long before I found myself nodding in agreement as he elaborated with enthusiasm.

Martin’s dedication to the theatre was instantly obvious.  He expanded on the notion of a live medium with no artificial barriers between players and an audience, and he talked about the skill required by actors who must remain in character for extended periods.  Revealingly, he also lamented that all too often, one’s theatre experience is limited to the darkness surrounding a lit stage, and that many other aspects – from ticket purchase and arrival to coat check and intermission – can leave people cold.

To him, a great night out shouldn’t be contingent solely on the success of a production. Instead, an evening of theatre should be all encompassing, and should generate genuine excitement, anticipation and inspiration.  Because of this fundamental belief, real people answer the phone when you call The Gladstone for seats, there is no glass in the box office window, and smartly uniformed ushers greet you in person with a smile to check you off their guest list.  No anonymous ticket transactions at The Gladstone!  Martin wants people to feel like they’re important from before they arrive until long after the show is over, and he hopes each and every individual remembers their evening out as special event.  Here, he and I see eye to eye.

This “Experience Theatre” philosophy extends to the carefully conceived exterior architecture and interior decor, as well as a consistently high caliber approach to marketing and graphic design.  Even the clever and irreverent show programs, chock full of interesting facts and amusing anecdotes, reflect Martin’s desire to create a lasting memory.

With not much more than a gut feeling and a clear vision of what he perceived was missing in Ottawa, Martin set out to build something different, trusting in his ability to achieve it.  Searching the Internet for inspiration, he collaborated with local experts to customize The Gladstone’s distinctive marquee, refurbish the exterior and to redecorate with his “Experience Theatre” mantra in mind.  With design-builder Gordon Weima,  Judith Wightman a talented hobby decorator (executive headhunter by profession), and Ottawa based marketing firm Sum Inc. among others on the job, a remarkable physical transformation has occurred, and The Gladstone’s uniquely appealing brand has been thoroughly established.  From red curtain to cast, soap dispenser to show program and from wallpaper to website, The Gladstone does not disappoint. 

Characterizing himself as a dreamer in his youth, Martin claims he always had a vivid imagination.  Born in Montreal and raised in the Niagara region, he says whenever he watched TV, he would identify with the protagonist.  “I would imagine myself as Perry Mason” he says, “and I would always be solving mysteries or coming to the rescue.”

Never a huge fan of school, playing pretend evolved into work for Martin very early on.  His first job was sweeping up at the now defunct Maple Leaf Village Amusement Park in Niagara Falls.  It didn’t take him long to move up to master of the midway though, refining his performance skills by attracting scores players to the carnival games with the biggest and best prizes.  While facilitating frivolity and fun, he also discovered his love for acting. This led him to straight to drama class in high school, where he confirmed his passion for the theatre.  Martin still credits his favourite teacher Judy Kirland with igniting this passion, and for nurturing his dreams.

Following high school, Martin continued doing what he loved, acting in various summer theatre productions and filling in with whatever jobs were required for him to survive.  After awhile, his circumstances changed, and he decided it was time for a ’serious’ job with the federal government.  “It was a lot like acting”, he recalls with a smile, “although I’m sure that wasn’t why they hired me!”.  While working at his desk job, and still longing for the stage, Martin came upon ballroom dancing by accident.  Walking in to a studio one day, he inquired what kind of experience was necessary to become an instructor, and was delighted to be hired and then trained.  Martin began his career in professional ballroom dancing right then and there, and hasn’t looked back.

After a couple of moves, Martin eventually ended up in Ottawa with his wife Marilisa Granzotto, also a talented ballroom dancer.  They came to open the Arthur Murray Dance Studio now just up the street from The Gladstone, and the two have worked side by side raising a family and running a business ever since.   In addition to their strong and successful partnership, Martin and his wife are also committed to their family.  For Martin, the kids are a priority, and he is comfortable knowing that by doing what he loves to do and by trying his best to do it well, he is setting a good example.   Now, with his better half running the show at the Dance Studio, Martin is finally starring in the real life role of his lifetime – as hero in his own dream scene.

As much as he loves a good show, opening The Gladstone is all about business for Martin.  Convinced that there is room for a commercial theatre here in Ottawa, he is serious about the success of his endeavour.  Not wanting to rely on philanthropy or public funding, Martin knows that to compete in an “arts & culture town”, he has to provide outstanding customer service in addition top notch performances, and he knows that he needs bodies in the seats. 

It seems Martin’s midway days may have left a lasting impression.  Almost instinctively, he understands that its not just the big prize that brings customers back, it is the sum of their theatre experience.  He also knows the way he deals with people makes or breaks that experience – so he does everything he can to ensure its a good one – even if it means stepping out in a canary yellow jacket.  For Martin, that’s just show business.

Here are some more interesting insights from the man behind the marquee…

♣  What constitutes a perfect day?  Mont Tremblant with my kids.

♣ What is your greatest indulgence?  More than anything, I savour time with my kids.

♣ What are your most treasured belongings?  Photographs.  It may sound cliche, but it is true. 

♣ What impresses you?  Integrity and good service.

♣ Favourite movies?  Ooo.  That’s easy.  I’ve got five, and I never get tired of them.  The original Willy Wonka with Gene Wilder, Groundhog Day with Bill Murray, The Sandlot, The Princess Bride and A Christmas Story.  They’re all feel good stories that are funny without being stupid, and I can watch them with my kids.

♣ Favourite Ottawa spots for eating out?  Dominic over at the Trattoria Caffe Italia on Preston offers fabulous food and great service.  I’m a regular over there, and Dominic looks after me.  Oh, and Moe Attallah’s Newport Restaurant on Richmond Rd. is a local legend for good reason.  His reputation is well earned.  If its not right, he fixes it.  Simple.