Lexington, KY - Natasha and Gene Williams have built a reputation for bringing the hip and unusual to Lexington with their businesses Natasha's Bistro and Bar and the neighboring Props Gallery.
The livelihood of those two businesses on Esplanade has allowed them the opportunity to support their true passion - interesting, challenging live theater through the non-profit Balagula Theatre Company.
"What is truly innovative is the maximized use of the real estate," Natasha Williams said of the unusual business relationship.
The theater company benefits from Natasha's and Props Gallery donating such things as the use of rehearsal space, computers, utilities and people power - and, of course, a place to perform. Without having to pay for those things, the theater company has more money to fulfill its mission of nurturing local acting talent. That nurturing even includes paychecks for the cast and crew.
"Without the business, we (Balagula Theatre) could not exist," Williams said.
What started in 2003 as a cooperative of actors that sometimes used the Natasha's buffet counter as one of its stages, Balagula has grown into an incorporated non-profit that is achieving several firsts in 2009.
Balagula Studio, a series of theater classes for adults, was started in February with Laurie Genet Preston as education director.
Balagula Theatre's first organized season, which begins in September, will examine the theme of the existential and the absurd. Season tickets are now on sale.
Having that organized season has helped the theater make its first run at obtaining corporate sponsorships.
"We are at the point where we are established enough to go ask for money," Williams said.
Musicians, comedians and other theater groups take the stage in Natasha's, but it is the Balagula Theatre, co-directed by Natasha Williams and Ryan Case, that enjoys a special relationship with the restaurant and the boutique.
The relationship, as you would say on Facebook, is "complicated." Here is a simplified version of how it works.
Natasha Williams and Case collaborate on which plays are to be produced, a production schedule and a budget. Auditions are held and actors (who are paid) are cast. Case and Williams work during the day at Props Gallery. The boutique doubles as rehearsal and teaching space.
During the day and in between waiting on customers, Williams and Case attend to details such as production rights and royalties.
After business hours, the plays are rehearsed at Props. Display racks are moved aside and an outline of the stage is taped onto the concrete floor for rehearsals. And of course there are costumes, scenery and technical details to be worked out.
As the show date nears, run-throughs are moved to Natasha's Bistro and Bar on a Sunday evening when the restaurant is not usually open.
Programs and posters are designed and printed in-house.
And there often is a tie-in to artwork sold at Props. There are plans to display and sell framed black and white photos inspired by the writings of Samuel Beckett, one of the playwrights featured in the upcoming season. Part of the proceeds from sales of the artwork will benefit Balagula Theatre.
Kamilla Olson, who works for the restaurant, also works on marketing for the theater. But a lot of marketing is done by the cast and crew through personal contacts and social networks.
Any act that takes the stage at Natasha's, theater, comedy or music, works to promote their show.
"Every event is a joint venture," Williams said.
Natasha Williams sees creating events as a way to continually market the restaurant. Every event is a reason to send e-mail updates and get added to calendar listings in print and online.
Creating those arts events helps the arts community and the restaurant.
"It's a nice sort of symbiotic relationship," said Case, who first came to Balagula as an actor. "Each one benefits from what the other one has to offer."
Williams said allowing the theater to operate out of the restaurant was "not an insane business decision," but there are some drawbacks.
Instead of an evening of diners arriving at staggered times, they may have 140 guests arrive within 40 minutes.
The restaurant changed its menu to be able to handle such a rush.
And the presence of a theater production means those tables won't turnover with new diners as the evening goes along.
And the Balagula plays aren't chosen with wide appeal in mind. They often have darker themes designed to stir thoughts and emotions, what Gene and Natasha call a "cathartic experience" that doesn't appeal to all.
Gene Williams said it would be easier and more profitable to promote more live music at the restaurant, but they prefer to offer intellectually challenging theater to help add variety to the Lexington art and entertainment scene. Art Shechet, who joined as a partner in Natasha's and Props last year and also is on the Balagula board of directors, said offering those plays also reinforces the Natasha's brand, which he described as being "edgy, hip and different."
Natasha's will work to keep that edge. It now has a full bar. It is working on bringing in more nationally known music acts - Over the Rhine is scheduled for a special Sunday evening show on Aug. 23.
And Balagula has a budding relationship with the Berea College theater department.
But Balagula will continue on its mission of nurturing local acting talent.
Natasha Williams recognizes that most people think of a theater as a place. But to her, "the real theater exists where the actors are."