American Regional Theater Case Study

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The Shifting Foundation of Audience
Introduction
The American regional theatre system built a strong foundation for many years with a loyal audience base of season subscribers. The income and devotion generated by subscribers gave these theatre companies a sturdy financial foundation allowing these organizations to grow and develop artistically ambitious seasons. Recently the world is experiencing a time of cultural, economic and societal change. Between 2005-2010 American regional theatres reported an 8.5 percent drop in season subscriptions and other funding sources are shifting (Voss, 2013). How do these once robust arts organizations stay viable with their artistic mission in the face of declining audience base of season subscribers?
Building a Foundation on Subscribers.
In the early 1960’s we saw the rise of American regional theatres with many new professional theatre companies being created across the country. Audiences were drawn to these regional theatre companies who offered a diverse collection of plays. For the first time we had …show more content…

They have developed an idea of a “Public Square” allowing deep dialogue between the artists and audience members. They listen to the audience every night by having a post-show discussion after every performance. They have extended this dialogue beyond the theatre by dedicating a large portion of their website to placing content that would inspire and cultivate the interest. Steppenwolf is now treating single ticket buyers like subscribers inviting them to special events and special savings for future productions. Their efforts have been rewarded with the number of return audience members increasing, the number of visitors to their website and social media follows has grown exponentially and has created a deeper experience for both audience and

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