Audience Development Study

In late 2004, TheatreWorks in Palo Alto, CA, engaged Audience Insight to conduct an extensive audience research project designed to evaluate subscriber and single ticket buyer attitudes and preferences, as well as identify non-attendee attitudes and preferences toward attending theatrical performances.

The goals of this project included:

1. Expanding organizational knowledge about the demographic and lifestyle characteristics of TheatreWorks' subscribers and single ticket buyers
2. Exploring the attitudes and preferences of TheatreWorks' subscribers and single ticket buyers with respect to their relationship with the organization
3. Enhancing organizational understanding of the types of relationships desired by subscribers and single ticket buyers, including subscription benefits and incentives
4. Investigating arts attendance behaviors, attitudes and preferences of potential TheatreWorks' patrons

The scope of research included a comprehensive customer data file analysis, a postal survey of 3,000 ticket buyers, including subscribers and single ticket buyers, a telephone survey of 300 pre-disposed arts attendees and a series of individual depth interviews with subscribers and single ticket buyers.

Specific results of the study are proprietary to the client.  Overall themes related to both the strengths and limitations of traditional subscription packaging and how the theatre might promote alternative customer relationships.   While advertising and reviews are accessed for information, they rarely influence purchase decisions.  Other findings suggested that small-group incentives may enhance attendance and customer retention.