This Show Really Must Go On A trend toward frugality in the business world has a company that produces live shows for corporations reevaluating its business strategy. By JACQUELINE FOX Staff Reporter A slow economy, terrorist attacks and a general back-to-basics migration over the last decade have taken corporate culture a long way from the freewheeling days of the 1980s. Twenty or so years ago, large companies might have thrown lavish appreciation schmoozefests for their clients without batting an eye. Equally common were posh events for employees, as much to say thank you as to motivate the troops. But today’s corporate landscape has changed and, whenever there are budgetary concerns, the perks are typically the first to go. As a result, Lynn and Buzz Noe, owners of Capers Productions in Canoga Park, have seen their bottom line dwindle over the last few years, to the point where they are now shifting their strategy to accommodate the belt-tightening in business that is not likely to end any time soon. Capers offers live murder mystery dinners and themed events, primarily for corporate clients, at annual meetings, seminars, incentive conferences and awards ceremonies. The company also provides costumed actors for children’s parties, “temps from hell” for office pranksters, comedy camp workshops, silent movie parties and has even supplied the talent for living holiday greeting cards. Script lines are usually written around a client’s core business product or service, and the shows are interactive. The goal usually is not just to entertain, but to inspire and motivate the audience, whether it’s 500 AT & T; employees or 100 members of a local country club. “We find out as much as we can about the client and the product they offer beforehand and we customize the scripts to include aspects of the business,” said Lynn Noe. “And, because the productions are interactive, the employees and the heads of the companies get involved in something that revolves around what they do, which is a wonderful way to motivate.” The Noes not only put on the show, they play a role in each and every production, along with a revolving cast of professional actors. But the market for such high-end affairs, some of which were three-day productions for Capers, have turned into smaller, one-day events at best. The change is evident when the Noes draw up their balance sheet. Annual revenues in the mid-1990s hit the $100,000 mark, not too shabby for a two-person, home-based operation. But in 1998 revenues fell to $75,000 and have slipped every year since, bottoming out at $55,000 in 2001. “We had to take out loans and we were seriously thinking, ‘How are we going to survive?”‘ said Buzz. The company was hit particularly hard by the events of Sept. 11. Just as the corporate holiday party season was beginning, companies that had booked annual holiday events on the West Coast simply cancelled and stuck closer to home. Local clients said they couldn’t afford the expense. “It’s just been devastating,” said Lynn, who also writes most of the scripts for the murder mysteries with titles such as “Peggy Sue Got Buried” and “Bonnie & Clide Get Married.” Capers gets most of its bookings through event planners like Newport Beach-based Fun Is First Productions, owned by Karen Warrick, who’s worked with the Noes for 16 years. Warrick agreed the market for high-end corporate events has hit a brick wall but, she said, the industry has always been vulnerable to economic downturns. “The business is still pretty up and down,” said Warrick. “People are being more conservative about what they are doing and they are also booking last minute. It’s very inconsistent right now, but I think it’s coming along. It’s about being resilient, and Capers is so creative and so professional in what they do, I think they will be able to ride this out.” Capers is in the middle of an overhaul of its marketing strategy, including the design of a new logo and collateral material, but the Noes also want to redouble their efforts to drum up business closer to their Canoga Park home base, perhaps cutting down on the expense that comes with mounting shows on the road. “We’ve done a heavy amount of business in Orange County, up north and in Santa Barbara over the last 10 years or so, and we forgot about our own back yard,” said Lynn. “We’re tired of being gypsies and we want to refocus our corporate image and our connection to the Valley business community.” According to Buzz, “the Valley just never has been considered a destination spot for our clients who come from out of state. But we think that’s changing, and we also see a lot of potential here for doing smaller events. While we don’t particularly prefer doing smaller events, they can provide the bread and butter for us in slow times.” The Noes are also trying to forge more direct relationships with their clients in an effort to take more control over the business. “Our long-term strategy is to beef up our corporate image and start working with more clients directly,” said Lynn. “That way, we get to know exactly what the client’s needs are and how they want things done.” The Noes are preparing an in-depth client survey to assess the marketplace. It’s the first time they have sought feedback to figure out what’s working and what isn’t, and it’s not something they found easy to do. “I think we’re pretty smart about running the business,” said Buzz. “But deep down, we’re actors, so we’ve always found it hard to seek out criticism. But it’s important that we do this now so we can determine what direction we need to be heading in.” SPOTLIGHT: Capers Productions Core Business: Murder mystery dinners and themed productions Revenue in 1998: $75,000 Revenue in 2001: $55,000 Employees in 1998: 2 Employees in 2002: 2 Goal: Concentrate on and expand the local corporate market Driving Force: Corporate clients wanting to throw entertainment-related events for their customers and employees