Kelli Bocock-Natale has been marketing director for the Center for the Arts for the past three years. She previously was senior marketing manager for Shea's Performing Arts Center, where she was responsible for all aspects of Broadway marketing, programming Shea's Family and SchoolTime series, and marketing corporate sponsorships.

How does CFA fit into the entertainment market in Western New York? What's your niche?

In the past three years, the center has developed three very successful series. With the KeyBank Dance Series, the center has made a place for itself by presenting world-renowned dance companies, such as Paul Taylor, Gus Giordano, José Limón and Alvin Ailey. We have found that Western New York audiences appreciate this state-of-the-art facility and often comment on the feeling of intimacy and rapport with the artists on stage. The center sees itself as the premiere presenter of dance in this part of the state. Both the Family Adventure and School Time Adventure series, sponsored by Target, have attracted wide, young audiences in our area. In three seasons, the center has welcomed over tens of thousands of children and families to high-quality shows we bring in for these series. In addition, its continuing commitment to these programs ensures its place as a major developer of young audiences in Western New York.

You obviously cannot stage Broadway-type shows in the Mainstage. Are there any other limitations you face in booking performers/events?

Technically, we can and have staged Broadway-type shows, such as "Riverdance" and "Peter Pan." These two shows were rentals and, therefore, the center itself was not at financial risk. The two limiting factors for the center are budget and seating capacity. Since we work without operating budget and must raise our revenues through rentals, ticket sales, grants and sponsorships, we cannot present expensive events. The Mainstage capacity of 1,700 seats limits the amount of ticket revenue we can raise. Since the average Broadway touring show costs more than $250,000 to present, our ticket price would have to be $70 at minimum.

What are you doing to get more student input into the types of entertainment you present?

The center's Marketing Department has conducted many surveys in which students were asked what kind of entertainment they preferred to see at the center. Also, we have met several times with the officers of the Student Association seeking their input on center activities. I have met with members of The Guild, the Department of Theatre and Dance student organization, about their use of the center.

What are "off-center" events?

"The Off Center Series" was introduced last season, and featured versatile, progressive theatrical performers-Cello Movement Theatre, Rajeckas and Intraub Movement Theatre and Robert Post. We wanted to introduce students to fresh, talented and diverse artists. Sponsored by the Student Association, the 1999-2000 Off Center Series will feature a performance by Robert Post tomorrow and Second City Comedy Troupe on March 24.

What performer/event would you most like to book in the Mainstage?

I would love to book more music concerts for the students, such as Tori Amos, Adam Sandler and Lauren Hill. In the past, we have had Fiona Apple, Dave Matthews, John Schfeild, Charlie Hunter and Béla Fleck and the Flecktones. These were very successful events. I believe stand-up comics, like Carrot Top, Adam Sandler, Chris Rock and Steven Wright, would do well in our theater. Students also have said they would like to see events like Stomp, Blue Man Group and "Rent."

What's going on downtown in the Pfeifer Theatre? What's Curtain Call Productions?

In his pursuit of university visibility in Buffalo's Theatre District, Thomas Burrows, director of the center, has invited both Shakespeare in Delaware Park (SDP) and Curtain Call Productions (CCP) to reside at the Pfeifer Theatre. With offices in the Pfeifer, SDP also will produce two Mainstage events per season. The Mainstage also will be available for rentals. CCP, a professional, theatrical producing company, produces a full season of theater in the Pfeifer Cabaret. Both companies are committed to giving UB students the opportunity to work with professional theater companies.

In addition to your work at UB, you're an actress, singer, director and producer. Do you prefer being on stage or behind the scenes?

At the moment, I live in the best of all theater worlds by being able to participate in every facet of theater. I will always love performing, but am finding the challenges of the producer role new and exciting. Last fall, I had the opportunity to direct a student show for the Department of Theatre and Dance. Working with those fine students proved to be a most rewarding experience for me.

What question do you wish I had asked, and how would you have answered it?

I would have enjoyed answering a question about the center's Marketing Department's challenges and goals for the future. As a young, six-year-old facility, we still are defining ourselves to area audiences. One of our goals is to continue generating college student attendance at events geared toward their interests. Another goal is to develop marketing strategies to successfully compete for the entertainment dollar of Western New York audiences. Although we have used many devices in order to advertise our product, perhaps the greatest challenge the Marketing Department faces is how to "market" with constantly diminishing funds.