According to Theatre Communication Group, subscription tickets to nonprofit theatres dropped 5.2% between 2011 and 2015. Older subscribers are aging and new theatre-goers aren’t as keen on committing $300 to a single theatre company. Last month, I visited four cities – Chicago, Louisville, Washington D.C., and New York City – to learn how regional theatres attract millennial-generation theatre subscribers. Here are five take-aways every theatre management professional, whether working in south shore community theatre or a large nonprofit theatre, should keep in mind:
2. Partner with young professional organizationsYoung professionals’ organizations are always looking for events for its members, and Actor’s Theatre Louisville taps into that need. Their partnership with Young Professionals Association of Louisville brings in new audiences while helping millennial-generation theatre-goers network amongst each other. It also makes theatre-going a habit among millennials rather than a once-a-year special event. 3. Flexibility and affordability are key Let’s look at Steppenwolf’s Red Card program again. Millennial theatre-goers don’t always have lots of money, and they don’t want to be tied down to specific dates. $100 for six events comes to around $17 a ticket – no more than seeing a movie – and card-holders can book dates whenever it fits their schedule. 4. Join the social conversation, but don’t pander Theatres have tried to live-tweet their productions, but it usually comes across as pandering. Instead, acknowledge the social conversation already happening. For example, if you search for Shakespeare Theatre Company on Twitter, you’ll see plenty of millennials talking about their latest excursion to the theatre, or even looking for a last-minute ticket. Monitor what people are already saying and become a part of it. 5. Buzzfeed is just as good as The New York Times Don’t overlook online publications. Past Broadway producers might have seen a feature in the New York Times as the ultimate press agent victory, but to reach millennial-generation theatre-goers, pitch outlets they’re reading, such as BuzzFeed and The Huffington Post. Don’t just abandon traditional outlets – they’ll always carry weight – but make sure you’re paying attention to the digital realm as well. Traditional subscription models may not work for millennial-generation theatre-goers, but theatre management professionals shouldn’t interpret this phenomenon as millennial disinterest in theatre. Rather, it is the pricing models they don’t like, and we must adjust to those changes to cultivate a new generation of subscribers. Gavin Damore is a cofounder of AfS and serves as communications manager. He will be overseeing social media and outreach for our Suburban Summer Theatre Surge.
1 Comment
anonymous
5/24/2017 01:36:19 pm
good.
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AuthorBlog posts are written by various members of Artists from Suburbia's productions and staff. Archives
July 2017
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