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Stage Directions: The Actors Theatre of Louisville has launched a new program to help build a younger audience of theatregoers. The new InterACT initiative aims to woo 20-40 year olds to the theatre through a combination of discounted ticketing, behind-the-scenes events, further discounts on ATL events and pre- and post-show events.
I think this is wonderful. So often, the predominant members of season ticket holders for theatrical organizations are senior citizens. By promoting accessibility, this is a great way to encourage memberships amongst younger audiences because it not only promotes individual ticket sales, but it also cultivates a renewable sustainability--a relationship with patrons. Enjoy the show, take a sneak peak backstage, participate in these events. I know that The Roundabout in New York City started a similar thing a few years ago with HipTix!, and they have been really successful with it, particularly with seeing an increased number of patrons between the ages of 25 and 35. Also, by offering discounts, they are competing with the discount offering services such as Groupon, LivingSocial, Scoutmob, etc...while still offering audiences a great value at a fraction of the cost.
I think it's vital to try and engage younger audiences in theatre. Without programs like this, there would be nothing to continue pulling kids into the arts. How many times have we heard stories about children getting hooked on some aspect of theatre because of something they had the opportunity to see or do? Perhaps we ourselves have one of these stories. If subscription series, acting classes, and productions themselves were never geared toward the younger generation we would cease to be able to breed the future of art. The future of art is a very important thing.
This is a great idea. In the midst of the recession, it is understandable that people trying to stay on their feet would be reluctant to put their money towards a theater membership. If theaters can encourage more younger people to become theatergoers, I believe we'll be perpetuating a more engaged community.
While I think that it is really important to target younger audiences I do feel a little discouraged because generally initiatives like this don't work. I don't know if discounted tickets and a lobster feast is going to get anyone to spend 50 dollars that they wouldn't normally spend. It actually makes me pretty angry that people will go to see a concert or baseball game and will easily spend upwards of 75 dollars and yet if they have to sit in a dark theater and actually think they won't shell out the 25 dollars it takes to get a student ticket for theater. One of the biggest problems I have with theater is that we are only telling stories to older, wealthy, well educated, and primarily white people. While these people should hear stories shouldn't everyone else? Is it because plays are boring or because they are outdated? Is it because people are to lazy now? I don't really know but I do know that not very many young people go to the theater regularly.
The 20-40 year old demographics. The one we're all after. And the hardest one to engage. It's always interesting seeing new ways that theatres are trying to engage and retain the younger crowds. In my mind one of the largest problems is identifying shows that these audiences want to see. I know I'm not really interested in seeing The Mountaintop and Pirates of Penzance, so I wouldn't want to pay extra to see these shows. I think the arts world needs to work more on engaging younger (children) audiences and having programs to get them interested in the arts. Getting people engaged at a young age is key to having them interested later in life.
They have really similar ticket policies in Israel. They have discounted theater memberships for soldiers. They cost about a third of the full price. They also have a policy that if you come to the theater and there are free seats, you can get those seats at about 1$. I think it's really important to encourage the younger generations to watch theater. I don't know if it's just my gut feeling, but sometimes it seems as if less and less young people go to the theater because they prefer the movies.
6 comments:
I think this is wonderful. So often, the predominant members of season ticket holders for theatrical organizations are senior citizens. By promoting accessibility, this is a great way to encourage memberships amongst younger audiences because it not only promotes individual ticket sales, but it also cultivates a renewable sustainability--a relationship with patrons. Enjoy the show, take a sneak peak backstage, participate in these events. I know that The Roundabout in New York City started a similar thing a few years ago with HipTix!, and they have been really successful with it, particularly with seeing an increased number of patrons between the ages of 25 and 35. Also, by offering discounts, they are competing with the discount offering services such as Groupon, LivingSocial, Scoutmob, etc...while still offering audiences a great value at a fraction of the cost.
I think it's vital to try and engage younger audiences in theatre. Without programs like this, there would be nothing to continue pulling kids into the arts. How many times have we heard stories about children getting hooked on some aspect of theatre because of something they had the opportunity to see or do? Perhaps we ourselves have one of these stories. If subscription series, acting classes, and productions themselves were never geared toward the younger generation we would cease to be able to breed the future of art. The future of art is a very important thing.
This is a great idea. In the midst of the recession, it is understandable that people trying to stay on their feet would be reluctant to put their money towards a theater membership. If theaters can encourage more younger people to become theatergoers, I believe we'll be perpetuating a more engaged community.
While I think that it is really important to target younger audiences I do feel a little discouraged because generally initiatives like this don't work. I don't know if discounted tickets and a lobster feast is going to get anyone to spend 50 dollars that they wouldn't normally spend. It actually makes me pretty angry that people will go to see a concert or baseball game and will easily spend upwards of 75 dollars and yet if they have to sit in a dark theater and actually think they won't shell out the 25 dollars it takes to get a student ticket for theater. One of the biggest problems I have with theater is that we are only telling stories to older, wealthy, well educated, and primarily white people. While these people should hear stories shouldn't everyone else? Is it because plays are boring or because they are outdated? Is it because people are to lazy now? I don't really know but I do know that not very many young people go to the theater regularly.
Maybe I should just go into TV...
The 20-40 year old demographics. The one we're all after. And the hardest one to engage. It's always interesting seeing new ways that theatres are trying to engage and retain the younger crowds. In my mind one of the largest problems is identifying shows that these audiences want to see. I know I'm not really interested in seeing The Mountaintop and Pirates of Penzance, so I wouldn't want to pay extra to see these shows. I think the arts world needs to work more on engaging younger (children) audiences and having programs to get them interested in the arts. Getting people engaged at a young age is key to having them interested later in life.
They have really similar ticket policies in Israel.
They have discounted theater memberships for soldiers. They cost about a third of the full price.
They also have a policy that if you come to the theater and there are free seats, you can get those seats at about 1$.
I think it's really important to encourage the younger generations to watch theater. I don't know if it's just my gut feeling, but sometimes it seems as if less and less young people go to the theater because they prefer the movies.
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