Audience Development

Audience Development: Broad and Niche Markets How do we get people to come to the theatre in an era of instant gratification? Movies are simply available all the time. Although pessimists might feel live theatre is a dying art, there will truly always be a place for it—the difficulty is making sure the audience knows it’s there and knows how to take advantage of it. In order to maintain 501c3 tax status, not-for-profit theatre companies must prove they are producing work that follows the mission statement they have outlined. So, what happens when the very audience that used to seem so invigorated by specific work stops storming the box office? When it comes down to changing one’s artistic identity or seeking out a new generation of people who appreciate the work a company prides itself on, the pieces need to fit together and the modes of connectivity are numerous. Specific agencies like TDF, the theatre development fund and TCG, Theatre Communications Group, among others, have set up resources for increased institutional awareness. Can general marketing get butts in seats? The answer is not so cut and dry. Audience development is an ongoing process and the company must learn to adapt and grow with its patrons. In order to get a better idea about the kinds of tactics that are successful in expanding an audience base, Roundabout Theatre Company will be the first model examined—an example of a large non-profit. According to Playbill, “Roundabout is recognized as a national leader in audience development and offers a comprehensive program of initiatives including the Social Series, the Early Curtain Series, the Wine Series, the Gay and Lesbian Series, HIPTIX (targeting young professionals), and related humanities events and publications” (Playbill online). Interestingly enough, Roundabout is an example of a non-profit whose mission statement is very broad. It is: “Roundabout Theatre Company is committed to teaming great theatrical works with the industry 's

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