Esther’s Follies isn’t just one of downtown Austin’s favorite funny spots. This 6th Street establishment has been growing slowly as a business and expanding its empire to include not just a theater, but also a restaurant, a sidewalk cafe and extensive catering options.
Owned and operated by Michael Shelton and Shannon Sedwick, Esther’s is changing the way Austin areas expand and grow their businesses one acquisition at a time. If you haven’t been to Esther’s yet, you’re truly missing out on one of Austin’s top attractions.
What exactly is it that has made the magical world of Esther’s so bizarrely unique in musical and comedy theater for more than 25 years? The answer is right before your eyes: before, during and after the show.
The peculiar interaction between stage and street has been an Esther’s hallmark since the beginning. While the first couple of weekend “shows” swam around a long wooden bar (rumored to have been witness to the death of Sam Bass in Round Rock) and a rinky-dink upright piano set against the wall, the intense performances and packed audiences at Esther’s soon made it apparent that a stage was in order.
It was a weird idea, but one that most of the bars on 6th Street now follow. When Shelton backed the stage to the front of the building and added windows, the merging of street and stage began. With 6th Street still dimly sinister after dark, the windows provide a safe haven for patrons to watch the steady parade of winos, transvestites and nightlife creep by between numbers.
The rest is history, and Esther’s is now in its 35th season. A show that’s a ripe combination of topical vaudeville and satirical musical comedy revue, Esther’s has grown to become the state’s premier comedy complex, garnering national praise and a loyal following.
Moving onto the topic at hand: the prominent business expansion at Esther’s. Shelton and Sedwick opened Patsy’s Cafe at 5001 E. Ben White four years ago. Patsy’s serves up roadhouse comfort food with burgers named after Austin icons, an amazing chicken fried steak and daily specials on its website that will surely have you coming back for more.
Esther’s has expanded its own venue, as well, by offering a catering option to large convention groups and parties that come to the show. Groups can rent out the theater on off-nights and weekend show nights.
The new website design is easy to use, and it has added online ticket sales and party planning information. Esther’s also ramped up its social networking campaigns with a strong presence on Facebook and Twitter, along with a blog component, as well.
Shelton and Sedwick recently opened Slammin’ Sliders and Fries on the Red River side of the Esther’s Follies theater. This sidewalk cafe serves up tasty sliders and sweet potato fries from 7 p.m. to 3 a.m. on Friday and Saturday nights.
Patrons of the theater can purchase their meal and take it into the theater for the show. It’s a win-win for both the theatergoers and the Esther’s team.
Slammin’ Sliders and Fries is going strong into the wee hours of the night when the die-hard 6th Street crew needs to get their grub on after the bars start closing up shop.
Shelton and Sedwick are pleased with the growth of the brand and can’t wait to see what the future holds. They’re juggling all of the venues with ease while spreading brand recognition and a separate identity via their savvy social networking and ad placement.
A strong Austin business that is aptly keeping up with the changing times, Esther’s Follies will likely remain late-night fun for numerous generations to come.
For more information, call 512-320-0553, or visit www.esthersfollies.com.
