survey

Every two years, NAMT conducts a survey of our member theatres about what shows they produced, which of those shows they considered risky, and how they performed both at the box office and in audience response. The survey is primarily a tool for our members to see what other theatres are doing and look at factors that might help them plan their own seasons. Here in the office we also like to look at larger trends in what the NAMT membership is working on. While the complete survey results are only made available to members who participate in the survey, we wanted to share some general findings here.

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We recently completed our second bi-annual Success Survey, and while the full results are only available to NAMT members who participated in the survey, we wanted to share a few interesting findings with you here.
 
The survey is designed to give members a sense of how various shows have done for other member theatres in the last two years, as well as identify trends such as popular titles for production and theatres’ willingness to take risks. Because “success” in art is a relative term, and our members have wildly varying missions, we ask not just for financial information, but also how audiences responded to the shows (maybe the houses were smaller than hoped for, but those who came were overjoyed, leading to good word of mouth for the next production) and if they met the theatre’s expectations (some companies program riskier work expecting to take a loss because they feel it’s important to share this work with their audiences). We also ask if the show is considered risky for this theatre – again, a relative assessment – and if marketing was beefed up to account for any such risk.

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