When I was in high school, I read a comment in a magazine from a neurologist stating that “pain is the body’s way of keeping you from dying of tetanus from stepping on rusty nails all day.” One of the many regrets of my feckless youth was that I didn’t write down the magazine’s name nor the doctor’s name, because this statement should be the Triffid Ranch’s mission statement. When you think of all of the important advice given by the wise to the young, most of it may sound as if it’s intended to avoid death. Go back to all of the important advice given by parents, family, teachers, co-workers: it’s not intended to avoid death, but to avoid pain. Don’t run with scissors. Don’t pick up the cat by the tail. Don’t stick your fingers in a light socket. Don’t hold firecrackers in your hand and then light them with a sparkler. Unplug the lawn mower spark plug before reaching underneath. Always cook dried beans for a while before eating them. None of these may kill you outright or even quickly, but it’s amazing how mind-searing pain will make you choose differently with subsequent decisions. I’d tell you how I know this, but let’s just say that I had no fingerprints on my right hand between 1984 and 1987. (I won’t even talk about why I avoid New Year’s Eve festivities, considering that one New Year’s Eve 25 years ago led to a slew of bad decisions that cascaded and replicated into the 21st Century. An assemblage of the alternate individuals I’d be today if I’d just stayed home at the end of 1993 could populate a reboot of Orphan Black.)
In lieu of the usual look back on the previous year with hope of learning lessons from it, let’s look at 2019 with the idea that we all learned something from 2018. It doesn’t have to be much, but the desired goal is to note what causes us blinding agony, and, you know, maybe avoiding said agony for the duration of one’s lifespan. If it’s a particularly pertinent lesson, maybe it’ll become impressed into myth and legend: “You see how that person stops everything and silently cries every day at noon for an hour? DON’T DO WHAT THEY DID.” Likewise, if the action or lack thereof led to a significant cessation of pain or even an overload of joy, this deserves at least as much attention.
Numero Uno: It’s time to drop nostalgia. The new book Typeset in the Future: Typography and Design in Science Fiction Movies by Dave Addey came out a couple of weeks ago, and the chapter on the future realism of 2001: A Space Odyssey contained a gem about the videophone shown near the beginning of the film. Bell Telephone had originally premiered the videophone in 1964, with the intention of introducing videophones across the world based on the exceptional response it received at the 1964 World’s Fair. The problem was that the perceived demand didn’t actually exist except among a few executives looking for an excuse to launch it: the alleged ecstatic survey results came from people who attended the World’s Fair, who made their way to the Bell demo, who tried the videophone, and then stated that they’d be willing to pay for video calls if videophones were available. Nobody ran research of how many people would be willing to pay for videophone service who didn’t see the demo at the World’s Fair, or even if they’d run in the other direction and start communicating with carrier pigeons if videophones were the only other option. Bell finally gave up after spending millions of dollars on pushing a videophone solution that just didn’t appeal to any but a very few, and a solution that was a lot more expensive than existing phone options at the time with no obvious must-have bonus. (It’s very telling that Skype and other video apps only took off when the price of a video call dropped to nothing, and when the technology necessary to make said calls was easily folded into other technology that was easy to access and transport.)
That, in a nutshell, summed up a lot of attempts in 2018 to revive events and venues that died in the 1990s. Either it’s easy to forget that the people who keep nagging about reviving a dead venue have no obligation to put down money on it, the people organizing it are so attached to fond memories from decades past that they assume that everyone else must be as into it as they are, or the intended audience has simply grown past or expects more. If more than ten years have gone by between the last time the venue was open and its revival, the odds are pretty good that its original audience is too distracted to notice its return, and training a new audience as to why This Is A Big Deal may take too long. More than 20 years, and the bright young kids that made the event or venue what it was are probably grandparents by now. What appeals to them probably won’t to their grandkids, and any attempt to revive a venue has to take those grandkids into account.
This may be a roundabout way to explain why you shouldn’t expect to see a Triffid Ranch tent at the Woodstock 50th anniversary event next year (mostly because “lectures by noted futurists” bring on horrible flashbacks of being trapped in a broom closet with Bruce Sterling in 1999), but it’s also a warning not to expect to see the tent at other revivals. There’s just not enough of a return, and new events and venues are a lot more fun.
Numero Two-o: Forget Facebook. 2018 was an experiment in getting more word out about Triffid Ranch events and open houses via social media, and the final tally is a resounding “meh.” Sadly, Facebook is the one that’s getting cut out more and more in 2019: the pressure to boost articles on Facebook Pages in order for readers to see them is getting ridiculous, more people are either leaving or cutting back on Facebook because of its much-publicized security and privacy issues, and then there’s the whole problem with trying to gauge commitment based on a medium that has no expectations tied to it. The money spent in 2018 on trying to reach new attendees via Facebook is better spent on signing up for more local shows, and if I want to go with ads again, I’ll go with a more effective medium, like AM radio.
Numero Three-o: Focus on home. The very good news about the gallery is that the move to the current location means that a lot of the perceived stigma of being at Valley View Center is gone. (At least now I no longer get people bellowing “But the mall is going to be torn down!” when I pass on the new address.) Now the trick is to get the word out to people already well-trained to ignore ads. Thankfully, the Dallas/Fort Worth Metroplex has a simply incredible number of one- and two-day markets and shows scheduled through 2019, so the plan is to set up at as many as weather allows. This includes forays into Austin and Houston as well, because I miss friends, customers, and cohorts south of Dallas.
Number Four-o: Don’t forget the little people. When friends finally get a major return on years of hard work with a new book, a movie deal, or a museum show, I always tell them “Now, don’t forget us little people when you’re accepting your Nobel.” I’m only half-joking: not only do I have faith that they WILL get that Nobel Prize, but it’s a reminder to me. I haven’t spent enough time thanking all of the people and organizations that helped get the Triffid Ranch off the ground and where it is, and 2019 is the year where that goes into overdrive. To everyone who came out to a gallery show, stopped by a booth at one of 2018’s shows, or who simply keeps reading site updates while waiting for a new episode of Starcher Trek, thank you, and I’m going to do my utmost to repay the kindness. Now let’s put 2018 in its grave before it can bite one last time.
