Authors: Neil Offen (Editor), Stephen Peithman
ISBN-13: 9780325001135, ISBN-10: 0325001138
Format: Paperback
Publisher: Heinemann
Date Published: May 1999
Edition: (Non-applicable)
Neil Offen served as Editor of Stage Directions magazine for nearly five years, beginning in 1994. Neil brings to his work decades of journalistic experience and a lifelong love of theatre in all its facets.
Stephen Peithman is Editor-in-Chief of Stage Directions magazine, which he cofounded in 1988. Stephen brings to his work decades of journalistic experience and a lifelong love of theatre in all its facets.
Today, theatre competes with many forms of entertainment for people's leisure time. So how does a theatre attract and maintain the audience it needs? This book tells you how, providing essential information on advertising to motivate ticket-buyers, creating attention-getting mailings, using newsletters, numerous successful marketing and promotion tips, why audiences don't come, and much more.
Two under-appreciated theatrical specialties, technical production for the novice and audience development, take center stage in these two thorough works. With hundreds of production/design/technical credits behind him, Campbell has written what will certainly become a standard introductory text on technical theater. All facets of production are clearly explained in jargon-free prose, and unfamiliar terms are highlighted and defined in an appended glossary. In addition to separate chapters on the more traditional elements of technical theater (lights, sound, scenery, properties), Campbell gives equal weight to the venue, design, stage management, corporate theater, and checklists. As valuable as this comprehensive manual is for the neophyte, experienced techies will also benefit from its common sense. Everyone involved with theater should have acces to this most welcome text. Stage Directions, "the practical magazine of theater," is to the theater community what the U*N*A*B*A*S*H*E*D Librarian is to librarians. This guide to cultivating and retaining an audience, the most perplexing and financially significant problem facing every theater, is the latest entry in Heinemann's "Stage Directions" series, compiled mostly from previously published articles in the magazine. This practical compendium, arranged in three sections, addresses how to attract and retain a constituency and profiles several theaters that have been successful in both areas. A more focused and audience-specific work, this title will be of value to theater administrators and marketers as well as smaller theater groups seeking practical and empirically tested ideas and solutions.--Barry X. Miller, Austin P.L., TX Copyright 1999 Cahners Business Information.
Foreword | ix | |
Introduction--You Need a Plan | 1 | |
Part I | Getting Your Audience | 3 |
1 | What Motivates Choice of Leisure Activity: The Factors That Influence | 4 |
2 | Why Audiences Don't Come: How the Public Participates in the Arts | 6 |
3 | Position Yourself: Why You Must Create an Image of How Your Company Wants to Be Perceived | 8 |
4 | Use a Rifle, Not a Shotgun: Targeting Is a Cost-Effective Way to Increase Audiences | 11 |
5 | Yeses, Noes, Maybes, and Ineligibles | 17 |
6 | Make the Most of Your Efforts | 22 |
7 | Reach Out and Touch Someone: Everyone Benefits When We Put "Community" Back into Community Theater | 27 |
8 | "These Kids Are Our Future": How One Company's Outreach Effort Brings Teenagers to Theater | 32 |
9 | Packing Them in at the Library: | 37 |
10 | Attracting a New Audience: Magic in the Season Ticket? | 41 |
11 | Talking Them into Their Seats: It's Cheap, and It's Effective | 44 |
12 | Special Productions Can Bring in the Public | 48 |
13 | New Plays Bring New Audiences | 50 |
14 | Off the Beaten Track?: How One Out-of-the-way Theater Pulls Them in by the Busload | 52 |
15 | Committing to the Classics What to Do if Your Public Isn't Familiar with Once-popular Titles | 56 |
16 | Community Audience for High School Theater | 59 |
17 | "The Pay's the Thing" | 63 |
18 | When Your Audience Ages If You're Fighting the "Blue-Hair Blues," Here's Advice on How to Attract Younger Audiences Stephen Peithman | 65 |
19 | Age-Old Questions | 71 |
20 | Pay Attention to the Age Wave | 73 |
21 | Much Ado About Shakespeare Cooperation, Not Competition, Was Their Key to Success | 75 |
22 | Free Discussions Connect Audiences How Forging Strong Links Can Help Attract Patrons | 79 |
23 | Getting the Audience: Did You Know? | 81 |
Part II | Keeping Your Audience | 89 |
24 | Taking Stock: Pay Attention to First-Timers | 91 |
25 | Who Are Those People?: Surveying Your Patrons Is a Good Idea Anytime | 93 |
26 | Want to Improve? Ask the Experts | 99 |
27 | Consider Yourself at Home: Eighteen Ways to Make Your Audience Want to Come Back Again and Again | 101 |
28 | The Benefits Package: Ticket Vouchers Please Both the Theater and Businesses | 104 |
29 | Behind the Scenes: Backstage Tours Can Do Your Company a World of Good--If Your Know How to Do Them | 106 |
30 | Extending the Season-Ticket Season | 111 |
31 | A Newsletter Can Increase Audiences | 113 |
32 | Marketing to the Converted | 115 |
33 | How to Design a Great Season Brochure: Know Your Reader, Plan Every Inch | 117 |
34 | Build a Better Brochure: Learn from Those Who've Done It Well-With Different Techniques and Budgets | 123 |
35 | When Nothing Works: It's Called Retention | 125 |
36 | Keeping Your Audience: Did You Know? | 128 |
Part III | In the Spotlight | 133 |
37 | Keeping the Lamp Lighted | 134 |
38 | A Gem of an Idea: How the Jewel Box Sells Out | 136 |
39 | How Ya Gonna Keep 'Em? Sioux Falls Knows! | 139 |
40 | Meeting the Challenge Alabama's Mobile Theatre Guild Prospers with New Works | 142 |
Final Words | 144 | |
Contributors | 145 |