Shopping Centers Today is the news magazine of the International Council of Shopping Centers (ICSC)
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J U N E 2 0 1 7 / S C T 15 PHOTO TOP RIGHT: CHARLES REAGAN STUDIOS huge festivals such as Milwaukee Summerfest and Chicago's Lollapalooza, where they can even play alongside some of their musical idols. Among the special guests who have appeared with graduates are drummer Danny Carey, members of Pearl Jam, guitarist Joey Santiago and Rage Against the Machine drummer Brad Wilk. Franchisee Beatriz Escobar has presided over eight performances through her school in Fayetteville, Ark., in the 16 months since she opened her franchise. She has about 130 students currently enrolled. "The performance-based program is today's gateway to education, confidence, fun and friendship," Escobar said. Her 3,000-square-foot space — in a small strip center with a Sherwin-Williams paint store, a nail salon and a dance school that helps draw youngsters — required a build-out to create the six lesson rooms and three rehearsal halls. Escobar is now considering a second franchise. Her main requirement is high visibility on busy cross streets because, as she says, the school site itself is a powerful advertisement. Naturally, she is looking for the best rent possible, to help keep her costs to a minimum, and she would prefer to and Panama, but the company says it will concentrate for now on U.S. and Canadian growth, with global expan - sion to continue as the opportunities present themselves. "We're actively growing across the U.S. and Canada," said Elliot Baldini, senior vice president of marketing. "We tend to have a cluster of schools in major population nodes." Typically, School of Rock offers after-school musical instruction, plus school-holiday and summer camp programs. But its teaching approach differs from those of the traditional music schools of yore in two ways: first, a strict focus on rock music (as the name makes obvious), instead of relying on folky old chestnuts like, say, "Go Tell Aunt Rhody"; and second, a supplementary emphasis on practical band rehearsal beyond mere lessons — with an eventual goal of applying what has been learned through participation in actual onstage performances. "This is real, make-your-dream-come-true stuff," Baldini said. "With about 3,000 shows a year across the world, everyone gets a chance to perform on a stage at professional venues in front of real audiences." The best of the best get to audition for "all-star" bands that perform at find a site that has already been broken down into rooms. Space requirements vary from franchise to franchise, Baldini says, but they average about 2,000 square feet. Some School of Rock graduates have made it to the finals of TV competitions American Idol and The Voice, and a few have performed in Andrew Lloyd Webber's Broadway version of the 2003 movie School of Rock. (There was never any initial conceptual connection between the franchise and the movie — the school came first, in 1998; the company decided against suing for co-option of the name, having reasoned that capitalizing on the film's success would be much better, according to news reports quoting founder Paul Green, who is no longer affiliated with the company.) One student, Dalton Rapattoni, credits School of Rock for nothing less than saving his life. After finishing third on American Idol and gaining a wide following, Rapattoni told an audience that he had been struggling with depression when, at age 12, he accepted a friend's invitation to join him in studying at the school. "I wouldn't be here today if it wasn't for everything the School of Rock has done for me," he said. "It gave me a purpose." n Anyone interested in franchising opportunities is invited to visit franchising.schoolofrock.com. School of Rock's best students go on to perform at music festivals such as Chicago's Lollapalooza, pictured here