Reaching a Younger Audience
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Cristin Whitley's slides from her presentation at the Vendini Breakfast Seminar in New York City on May 23, 2012. Cristin Whitley is the Audience Services Manager at The York Theatre Company in New York City. In her presentation she discusses The York's efforts to reach out to and engage younger patrons, with the goal of converting them into loyal, repeat patrons.
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Reaching a Younger Audience
- 1. Reaching a Younger Audience
- 2. About The York Theatre Company Where Musicals Come to Life For over four decades, The York Theatre Company’s intimate, imaginative style of producing both new and classic musicals has resulted in critical acclaim, multiple awards and recognition from artists and audiences alike. York is the only theatre in the city―and one of few in the world―committed to developing and producing new musical theatre works and rediscovering musical gems from the past.
- 4. Challenges We Face • The York was founded 40+ years ago. • The majority of our patrons are 50 years old (or older). • The 20-40 year old audience is absent.
- 5. Our Primary Challenge How do we reach a younger audience & convert them into loyal, repeat patrons?
- 6. How many of you face the same challenge?
- 7. Why is a younger audience absent? • Different entertainment expectations • Appreciate the arts, but seek social inclusion & engagement • Less disposable income • Competition for entertainment budget • Very tech savvy
- 8. Why do YOU think younger folks are absent?
- 9. Ways Other Theatre Companies Engage a Younger Audience • Specially priced tickets • Shows targeted for a younger audience • Notable or emerging actors to appeal to a younger audience
- 10. Shows targeted towards a younger audience...
- 11. Is your organization doing any of these things?
- 12. The York Theatre Company Efforts to Engage a Younger Audience
- 13. The York Internship Program Engaging Young Theatre Students • Involve at a young age • Diverse intern pool from several universities • Use social media to generate interest • Intern-specific exclusive discounts
- 14. Annual Spring Benefit Socializing In and Out of the Theatre • Blends performance + social aspect • Fun, social event, less formal than a gala • New, Emerging, Outstanding artists • Mentorship between seasoned & new artists
- 15. Spring Benefit Preview Tapping into an Enthusiastic Patron’s Network • Exclusive pre-benefit event hosted by a passionate patron • Teaser event to preview Annual Benefit material • Socializing, cocktails & music “experience”
- 16. Student Rush Convenient & Social • Convenient • Buy over the phone • Save time & money • Capture ticket buyer contact info & stay in touch
- 17. Fresh Stars & Modern Storylines • Compelling, current themes & modern takes on classics • Emerging stars • Promote via engaging teasers
- 18. How are you engaging?
- 19. Email Marketing Essential for your organization • Stay in touch & invite patrons back • Personalize communication and reward your subscribers • Cultivate solid relationships over time
- 20. Future Plans Engaging the Tech Community • Memberships – discounts for young professionals, not just students • Exclusive QR Codes • Location based social media offers • Mobile applications • Regular Schedule of mixer social svents • Package Offers: Show + Dinner + Drinks for a complete “experience”
- 21. Questions?
- 22. Stay In Touch Cristin Whitley cwhitley@yorktheatre.org The York Theatre Company www.yorktheatre.org www.facebook.com/yorktheatrecompany @YorkIntern on Twitter
- 23. Visit The York Theatre Company 619 Lexington Ave. (Corner of 54th Street) New York, NY 10022 Online, phone & box-office orders.
- 24. Thank You
- 25. Discussion & Networking Tell us about your efforts. What works? What doesn’t?
Editor's Notes
- The Challenge of Engaging and Marketing to a Younger Audience Base
- The York serves the local community by offering free readings of new works and also engages young theatre students through educational programming and our internship program. (We’ll discuss the internship program in more detail later.)
- -Worked in NYC Theatre since 2004-Extensive work on and off Broadway and with television star and Broadway favorite Kristin Chenoweth-Studied Theatre at Florida State University-Wants to engage a younger audience in theatre at the York and in general-Runs the Internship Program at The York as well as being the Audience Services Manager
- How do we reach a younger audience? And convert them into passionate patrons?-Our company was founded 40 plus years ago and our original audience is now reaching old(er) age.-The large majority of our patrons are 50 or older.-We have trouble attracting the 20-40 aged crowd of new theatergoers that we’d like to have in our audience.
- How do we reach a younger audience? And convert them into passionate patrons?-Our company was founded 40 plus years ago and our original audience is now reaching old(er) age.-The large majority of our patrons are 50 or older.-We have trouble attracting the 20-40 aged crowd of new theatergoers that we’d like to have in our audience.
- -Often younger people are looking for something different than the current older theatergoing audience.-There is a large amount of competition for the younger audience. They may end up at a concert or a sporting event instead of the theater because of the social aspect of these events. They want to see something new and exciting, but also experience it with friends.-The younger audience is looking for a lower price point.-If your company or show does not have an online presence will hurt youwith the younger crowd. They buy things online and from mobile phones. They also use social media (YouTube, Twitter, Facebook). You need to appeal to these tendencies!
- Why aren’t younger patrons attending YOUR events?
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