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Posted on February 12, 2012
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Arts and Culture
Building Deeper Relationships: How Steppenwolf Theatre Company Is Turning Single-Ticket Buyers Into Repeat Visitors
Offering audiences an intellectually broader, more interactive experience builds loyalty among all types of theater goers, a case study from Bob Harlow Research and Consulting finds. Building Deeper Relationships: How Steppenwolf Theatre Company Is Turning Single-Ticket Buyers Into Repeat Visitors (40 pages, PDF) describes how the company, which was growing concerned about its shrinking season ticket-holder base, shifted to an active audience engagement strategy that included nightly post-show discussions, special events, and the creation of online content such as videos, slide shows, podcasts, blog posts, and articles. As a result, the number of non-subscribers who bought tickets to multiple performances jumped more than 61 percent over two years, while subscription renewal rates remained high at around 80 percent. Funded by the Wallace Foundation, the report found that empowering audience members to connect and participate in conversations about what they had seen not only enriched their theater-going experience but also was instrumental in cultivating an audience that was receptive to a range of different types of productions.
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