For several years Neal Wilson has been a regular at the summertime festivals around his Lakeview neighborhood, but no more. “Ah, they’re just not the same,” he says. “They’re being ruined by greed.”
As Thomas points out, the key to making money at the gate is in the layout of the entrance. In most cases the entrances are narrow lanes–cattle chutes, really–barely big enough to let through more than one person at a time. Instead of asking for a contribution, gatekeepers posted at the opening often tell people there’s an admission charge, generally from $5 to $10. “They usually post a sign saying it’s only a donation,” says Thomas. “But most people don’t pay attention to the signs. Most people pay ’cause they think they have to.” And, he says, anyone who’s reluctant has to face the peer pressure. “You’ve got all these people lined up waiting to get in–who’s gonna haggle with the guard over a donation? On a crowded day you pay just to keep the line moving.”
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Later Frost told me, “Honestly, I’m glad I knew we could say no to paying because I wouldn’t have gone if I thought we had to pay. They were just rude. I didn’t think it would happen in Chicago–friendly midwestern city and all that.”
Some of the bigger events have three or four music stages and corporate sponsors, generally beer or telephone companies. But even festivals with corporate sponsors want to bring in money at the gate, says Zemola. “The simple little events today are costly propositions,” he says. “You got insurance and security and the fees for electricity. You have to advertise. You have to get the portables and the Dumpsters and the people who pick up garbage. It’s funny, ’cause groups will tell you ‘We have volunteers to get the garbage.’ But there’s nothing glamorous about picking up garbage, and people quit all the time.”
So last weekend I went to three north-side neighborhood festivals–the Wicker Park/Bucktown Community Festival, the Chill on Kingsbury, and the Retro on Roscoe–just to see what would happen if I didn’t pay at the gate. It was much the same wherever I went–narrow gates, lots of gatekeepers, and people lined up like sheep waiting to be herded in. Some entrances had signs stating that the entrance fees were really suggested donations. Others had signs telling people all the good things the festivals paid for–computers for kids, books for libraries. I walked in without paying at all three festivals, drawing nothing more than sneers and scowls from the gatekeepers. (I then turned right around and walked back out.)
“Actually that’s only a suggested donation,” I said. “What happens if I don’t pay?”
