AMS continues its research and project support for Theatre Communications Group’s Audience (R)Evolution initiative, exploring trends and best practices in audience engagement. TCG recently posted a wrap-up report on the February convening for the project, including details on AMS’ presentation. Says the article:
A trio of presenters from AMS Planning and Research–Lynette Turner, Steven A. Wolff and Andrew Taylor–shared information based on in-depth surveys of the field commissioned by TCG, and spiced their calculations with an instant survey of the room: Who cares most about audience engagement, versus artistic quality, versus marketing success? If your theatre went away, would anybody care? One crucial poll showed that “a more fulfilling experience” at the theatre was far more important to conference-goers than becoming a community resource or attracting a new demographic.
Audience (R)Evolution is a multi-year program designed by TCG and funded by the Doris Duke Charitable Foundation to study, promote and support successful audience engagement and community development models across the country. This new initiative encompasses four phases unfolding over three years: research and assessment; a convening; grant-making; and widespread dissemination of audience engagement models that work.
AMS Planning & Research is a consulting partner on the project.