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But if Latino Chicago decides to unload its Damen Avenue home, it must sell the building to another cultural organization. “Those were the terms in our sale agreement with the city,” explains Ramirez. A time-share arrangement among several theater companies is one possibility. Each would pay a fee to Latino Chicago for part ownership of the property and a chunk of time to use the theater. Ramirez says a time-share arrangement would allow Latino Chicago to open another space while retaining a presence in Bucktown.
“Rent” – Free Living
Block asked the women what most influenced them to buy theater tickets. The news was not good for critics. Across the board, the women said that word-of-mouth was the single most important factor. “Most of them really wouldn’t make a move without hearing from someone they trusted that they should see a show,” says Matalon. And what would motivate these women to begin that important word-of-mouth buzz? Matalon says Rent’s story–which follows a group of down-and-out bohemians living in New York City–did not appeal to many of them. “Why would I want to go see a show about a bunch of lowlifes?” wondered one participant. When Block started talking about the awards the show had won, the women said they would be more inclined to see it.
