Seven theatres. 10 seasons of data. One community. Learn what this study reveals about theatre patrons in one community and their buying and giving habits. The importance of audience development and retention shines through, in light of data analysis on how Washington, D.C. theatres are attracting and holding on to patrons. Zoom in on trends in patronage in this community, including new theatre-goers and patrons who attend multiple theatres. Learn about the clusters of patrons in this community who look demographically or transactionally similar. Unlock the secrets of audience behavior that may point to trends in your own community.
This presentation was given at the 2016 Theatre Communication Group Conference in Washington, D.C. by TRG's President & CEO Jill Robinson and leaders from Shakespeare Theatre Company and Arena Stage.
This session presents:
- The benefits of a community wide market research campaign
- The actions this community is taking as a result of the research findings
- The role of audience development initiatives in strengthening loyalty and attendance patterns
Video excerpt of the takeaways from this study:
Slides from the presentation: