Making and Keeping New Friends: Innovative Strategies for Audience Development

We all have audiences we know well: The tried-and-true regulars who come to everything, who talk to us in the lobby, and who might even be our friends and family. But what about those “occasional audiences,” the ones who only come to the theatre a few times a year? How much do we know about them? That question matters because occasional audiences really want to know us. That is just the beginning of what the ongoing research project Triple Play, led by Theatre Development Fund and Theatre Bay Area, learned after 14 months of research about what attracts this group of patrons to new plays.

TDF’s Mark Blankenship lays out the basic information gathered during Triple Play’s first phase, and will give you ideas about how to turn that information into action for your own theatres.

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