Will it play in Peoria?

"Will it play in Peoria?" is a figure of speech that is traditionally used to ask whether a given product, person, promotional theme, or event will appeal to mainstream (also called "Main Street") America, or across a broad range of demographic and psychographic groups.

The question derives from a theme repeated by characters in Horatio Alger, Jr.'s novel Five Hundred Dollars; or, Jacob Marlowe's Secret, which was first published in 1890. Alger was an immensely popular author in the 19th century, especially with young people, and his books were widely quoted. In the book, a group of actors play in Peoria, occasioning utterances such as "We shall be playing in Peoria" and "We shall play at Peoria" (p. 218, etc.). Appropriated as symbolic of reception by mainstream America, these declarations were alluded to in paraphrase, eventually resulting in the question, "Will it play in Peoria?", with the particular intent it now carries.

Peoria, Illinois, has developed quite an unusual reputation over the years—such that a kind of folklore has grown around the name. The famous catch-phrase about "playing in Peoria" has origins buried in vaudeville or burlesque. Don Marine, professor of theatre at Illinois Central College (East Peoria), commented:

If one were to choose the city in the United States most victimized in jokes and anecdotes by theatrical personalities, the selection of Peoria, Illinois, would be a popular, if not likely choice. Two of the more popular quips are: "Say, I hear you got married. How did that ever happen?" "I was playing a split-bill in Peoria—and it rained!" and "Have you ever played Peoria?" "Peoria? Oh, yes—I spent four years there one night!" The widespread appeal of this verbal maligning by comics, actors and other performers suggests Peoria as a paramount example of the dull, banal, and provincial theatrical road stop. But the popularity of the "put down" suggests as well that the city possesses a theatrical heritage of considerable longevity.

Marine judged Peoria the way Peorians in the late 20th century usually seemed to judge themselves—that is, dull, banal, and provincial. Historically, however, whiskey, gambling, and prostitution gave the city a reputation as being "wide open". Only since the 1950s was the lid put on Peoria; but the reputation, and thus the gibes, has existed since vaudeville.

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