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Theater 50_FINAL
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Theater 50_FINAL

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  • Excluding LA & NYC: $1 billion plus industries may have undermined the staggering contribution of “regional” arts economy
  • In 2005, 3.1 million “arts-motivated” visitors from within the Metropolitan area, spent $274 million during their stays in New York City. The majority of those visitors (82 percent) came just to see the arts; another 6.7 percent came for another reason but extended their stay to enjoy some art. On average, this group stayed in the City for less than one day, but spent $88 a person.
  • While there is a HUGE market, there is little robust, modern reporting in mainstream media. I examined major journalism outlets in each of the cities Travel & Leisure’ touted as 2009’s “Best Town’s for Theater.” The results were dismal. Only two major papers, The New York Times and Las Vegas Review Journal , consistently provided videos about local theater events.

Theater 50_FINAL Theater 50_FINAL Presentation Transcript

  • Theater50.com Connecting Regional Theater Communities
  • What is Theater50.com ?
    • The Urban Spoon / IMDB / Entertainment Tonight for Regional Theater
    • Reviews
      • Local papers
      • Bloggers
      • Patron input
    • History
      • All about the play or creative notes from new projects
    • IMBD.com function
      • Information sorted by date, state, playwright, director, or by members of the cast or artistic staff
    • Ticket purchasing
    • Reccomendation generation
    • UGC Videos
  • The Landscape Excluding LA & New York
    • Nationally, nonprofit arts and culture organizations generate $166.2 billion in total economic activity. Across the United States the impact is indisputably significant, creating:
      • 5.7 million full-time equivalent jobs
      • $104.2 billion in household income
      • $7.9 billion in local government tax revenues
      • $9.1 billion in state government tax revenues
      • $12.6 billion in federal income tax revenues
  • Comparisons
  • Newspapers with Regular Arts Videos T&L Rank City Newspaper 1 New York New York Times* 2 Chicago Chicago Sun Times Daily Herald Chicago Tribune 3 Minneapolis/St. Paul Star Tribune Pioneer Press 4 Providence Providence Phoenix Providence Journal 5 Houston Houston Chronicle Houston Press 6 Cleveland Cleveland.com 7 San Francisco San Francisco Chronicle San Francisco Gate 8 Boston The Pheonix Boston Globe Boston Herald 9 Washington, D.C. Washington Post USA Today 10 Philadelphia Inquirer 11 Las Vegas Review Journal* 12 Kansas City KansasCity.com Kansas City Kansan 13 St. Louis St. Louis Post-Dispatch St. Louis Front Page 14 Seattle Seattle Times Seattle PI The Stranger 15 Los Angeles LA Times LA Daily News
  • Using Existing Video League of Resident Theaters Use of Video Sampling of LORT Theaters Average number of videos was 27 Average of 27,746 views. Audience already developed Denver Center Theater Company 250 videos with 59,940 views Berkeley Repertory Theater 45 videos 134,593 views
  • Brand Mentor
    • ESPN
      • Created as “an alternative to the information found in “Sports” sections of news papers.”
      • In 2008, ESPN reached 220 million Americans, or 76% of the population.
  • Brand Mentor
    • vemo.com
      • The online MTV
        • “ Advertisers also have their checkbooks out for online videos: Companies will spend about $1 billion in the U.S. this year for ads in or around Web videos, says Caraeff, who adds, ‘We think it will continue to double each year to about $3 billion or $4 billion in 2012 or 2013.’”
  • Competitors
    • ArtsJournal.com 85,000 visitors
    • Flavorpill.com 74,351 visitors
    • TCG.com 18,184 visitors
    • NYTimes.com/theater 172,283 visitors
  • Competitive Advantage
    • Easily access to local and national theater projects
    • Video made by professionals and amateurs
    • Interaction with artists
    • Comments/reviews from peers
    • Recommendations
  • Target Customers (Advertisers & Readers)
    • Theater goers and makers
      • 5.7 million full-time equivalent jobs
    • Theater recruitment and alumni programs
        • 1,122 University Theater Programs
    • Local businesses near theaters
    • Chambers of Commerce, Business Associations, Tourism Boards
  • Reaching our Audience
    • Phase One: Leveraging Theater “Tribe”
      • Contacting theater marketing managers
      • Connect with theater goers & makers
    • Phase Two: Local Blogs & Facebook
      • Expand outreach with inexpensive month-long ad opportunities
    • Phase Three: Universities & Local Agencies
      • Reach out to alumni association and recruitment managers and local agencies, and city arts organizations
  • Social Media Buzz
    • Website
    • Twitter & Facebook
      • Initially as announcement and recruitment, then to promote specific articles/videos
      • Serve as a ‘thought leader’ to compile list of organizations, theater goers and makers
    • Guest bloggers/videos with stars and then introductions of artists in each area
  • Money Money Money?
    • Grants Initially:
      • Knight Foundation
      • Women in Media
      • New Voices
      • America's Media Makers