Riverside Theatre
While its mainstage theatre was undergoing extensive renovations, Riverside Theatre sought out the services of WolfBrown to advise on audience development and marketing strategies in light of recent declines in subscription and single ticket sales, and to maximize the revenue potential from the renovations. The research focused on both current ticket buyers as well as prospects (i.e., culturally-active non-attendees). The study began with a site visit by Alan Brown to present and discuss trends in consumer behaviors related to arts participation, which Riverside’s management team used as an opportunity to engage local arts managers in a collaborative dialogue about the changing landscape of participation. The scope of research included several focus groups, a postal survey, and a mapping analysis. Results were used by management and board members to refine marketing strategies and consider new methods for attracting younger audiences for future seasons.

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