Embed Size (px)
Citation preview
2010 Free Night of Theater
October 2010
Free Night of Theater is TCG's annual national audience development program designed to attract new theatergoers to America’sprofessional not-for-profit theatres. Since the three-city pilot programdebuted in 2005, Free Night has increased in scope and participationeach year.
Free Night 2009 expanded to over 120 cities, with 714 theatresoffering over 2,000 FREE performances that attracted over 65,000new theatregoers from coast to coast.
The program provides a unique opportunity for theatres nationwideto collaborate on a project that can positively affect their visibility,sponsorship opportunities and provide access for new audiences toexperience the joy of live theatre for the first time.
Free Night of Theater – A National Collaboration
OBJECTIVE:
Increase single ticket buyers, while building general awareness of the American not-for-profit theatre community
APPROACH:
Attract new audiences (both traditional and non-traditional), invite current theatergoers to try something new, and ignite interest in, and create awareness of, the variety of live theater options across the country
Strategic Objectives and Approach
• Create no-risk entry point (Free!) for new theatregoers
• Collect participant contact information/demographics
• Engage Free Night theatregoers with post-performance events, parties, and offers designed to entice them to return to the theatre - single ticket retention
• Facilitate individual theatre participants’ use of a centralized ticket distribution website and program management templates (advertising, marketing and PR)
KEY FACTORS
• High rate of return visit
• Participants are both more diverse and younger than traditional theatregoers
• Created sense of community among all theatregoers for greater awareness of live theatre both on a local and regional level
RESULTS
Perceptions vs. Reality
Perceptions
•I will have to give away my entire house for one night.
•This program is only about audience development.
•I can’t participate if I don’t have a show during the month of October.
•Free Night attracts traditional audiences who want to see free theatre, not future patrons or season ticket holders.
Reality
• You decide how many seats your company can provide over the course of two weeks.
• The backbone of this program is awareness. Help your colleagues create a day of awareness for the theatre field.
• Yes, the participation dates for 2010 are limited to October BUT there are different ways to participate, including staged readings, events, or collaborations.
• In the last three years, the Free Night Program has attracted non-traditional audiences; 35% under the age of 35, over 28% were non-white, 70% had never been to that theatre before, 40% returned, and 2% bought season tickets.
National• 59% are 18 to 44
years old• 31% have less than
a college degree • 35% are non-white• 55% have combined
household incomes under $75,000.
RESULTS – 2009 Audience Demographics
Houston & National Averages
Houston• 70% are 18 to 44
years old• 29% have less than
a college degree • 52% are non-white• 51% have combined
household incomes under $75,000.
• 22 participating organizations
• 2298 tickets distributed during Houston’s inaugural Free Night of Theater
• 77% had never been to that particular theater
• 71% are female
RESULTS – 2009 Regional Report Houston
RESULTS – 2009 Houston Report By Age
12% 13%
33%
23%
16%
10%
3%
0%
5%
10%
15%
20%
25%
30%
35%
Under18 yrs.
18-24yrs.
25-34yrs.
35-44yrs.
45-54yrs.
55-64yrs.
65+ yrs.
RESULTS – 2009 Houston Report By Education
High School or less6%
Graduate Degree
25%
Some College23%
College Graduate46%
RESULTS – 2009 Houston Report By Income
10% 10%
14%
17%
14%
10%
4%
21%
0%
5%
10%
15%
20%
25%
> $25,000 $25,000 -$34,999
$35,000 -$49,999
$50,000 -$74,999
$75,000 -$99,999
$100,000 -$149,999
$150,000+ No Answer
RESULTS – 2009 Houston Report By Ethnicity
White49%
N/A7%
AAPI11%
Other6%
Hispanic/Latino10%
African-Amer.17%
RESULTS – 2009 Houston Report Publicity
40%
20%
9%5%
17%
1%
9%
0%
10%
20%
30%
40%
50%
Friends/Colleagues Email Maj. Paper Alt. Paper Websites Radio Other
Goals For 2010
• 30 participating organizations
• Distribute 3000 tickets
• Increase geographical reach
Expectation & Changes
Reservation Website Overview
Auxiliary Events
• Regional events
• Kick-off event
• Cultured Cocktails –Thursday, September 30, 2010 at
Boheme
2010 Free Night of Theater
Questions & Feedback
2010 Free Night of Theater
Next Steps
National Websitewww.freenightoftheater.net
Houston Arts Alliance Websitewww.houstonartsalliance.com
For more information, contact:
Janel BadrinaPrograms & Services [email protected] ext. 130
Websites and Contact
Websites & Contact Info
