Stage Directions Guide to Getting and Keeping Your Audience
This book shows you how a theatre attracts and maintains the audience it needs.
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Today, theatre competes with many forms of entertainment for people's leisure time. So how does a theatre attract and maintain the audience it needs? This book tells you how, providing essential information on advertising to motivate ticket-buyers, creating attention-getting mailings, using newsletters, numerous successful marketing and promotion tips, why audiences don't come, and much more. Library Journal Two under-appreciated theatrical specialties, technical production for the novice and audience development, take center stage in these two thorough works. With hundreds of production/design/technical credits behind him, Campbell has written what will certainly become a standard introductory text on technical theater. All facets of production are clearly explained in jargon-free prose, and unfamiliar terms are highlighted and defined in an appended glossary. In addition to separate chapters on the more traditional elements of technical theater (lights, sound, scenery, properties), Campbell gives equal weight to the venue, design, stage management, corporate theater, and checklists. As valuable as this comprehensive manual is for the neophyte, experienced techies will also benefit from its common sense. Everyone involved with theater should have acces to this most welcome text. Stage Directions, "the practical magazine of theater," is to the theater community what the U*N*A*B*A*S*H*E*D Librarian is to librarians. This guide to cultivating and retaining an audience, the most perplexing and financially significant problem facing every theater, is the latest entry in Heinemann's "Stage Directions" series, compiled mostly from previously published articles in the magazine. This practical compendium, arranged in three sections, addresses how to attract and retain a constituency and profiles several theaters that have been successful in both areas. A more focused and audience-specific work, this title will be of value to theater administrators and marketers as well as smaller theater groups seeking practical and empirically tested ideas and solutions.--Barry X. Miller, Austin P.L., TX Copyright 1999 Cahners Business Information.
ForewordixIntroduction--You Need a Plan1Part IGetting Your Audience31What Motivates Choice of Leisure Activity: The Factors That Influence42Why Audiences Don't Come: How the Public Participates in the Arts63Position Yourself: Why You Must Create an Image of How Your Company Wants to Be Perceived84Use a Rifle, Not a Shotgun: Targeting Is a Cost-Effective Way to Increase Audiences115Yeses, Noes, Maybes, and Ineligibles176Make the Most of Your Efforts227Reach Out and Touch Someone: Everyone Benefits When We Put "Community" Back into Community Theater278"These Kids Are Our Future": How One Company's Outreach Effort Brings Teenagers to Theater329Packing Them in at the Library:3710Attracting a New Audience: Magic in the Season Ticket?4111Talking Them into Their Seats: It's Cheap, and It's Effective4412Special Productions Can Bring in the Public4813New Plays Bring New Audiences5014Off the Beaten Track?: How One Out-of-the-way Theater Pulls Them in by the Busload5215Committing to the Classics What to Do if Your Public Isn't Familiar with Once-popular Titles5616Community Audience for High School Theater5917"The Pay's the Thing"6318When Your Audience Ages If You're Fighting the "Blue-Hair Blues," Here's Advice on How to Attract Younger Audiences Stephen Peithman6519Age-Old Questions7120Pay Attention to the Age Wave7321Much Ado About Shakespeare Cooperation, Not Competition, Was Their Key to Success7522Free Discussions Connect Audiences How Forging Strong Links Can Help Attract Patrons7923Getting the Audience: Did You Know?81Part IIKeeping Your Audience8924Taking Stock: Pay Attention to First-Timers9125Who Are Those People?: Surveying Your Patrons Is a Good Idea Anytime9326Want to Improve? Ask the Experts9927Consider Yourself at Home: Eighteen Ways to Make Your Audience Want to Come Back Again and Again10128The Benefits Package: Ticket Vouchers Please Both the Theater and Businesses10429Behind the Scenes: Backstage Tours Can Do Your Company a World of Good--If Your Know How to Do Them10630Extending the Season-Ticket Season11131A Newsletter Can Increase Audiences11332Marketing to the Converted11533How to Design a Great Season Brochure: Know Your Reader, Plan Every Inch11734Build a Better Brochure: Learn from Those Who've Done It Well-With Different Techniques and Budgets12335When Nothing Works: It's Called Retention12536Keeping Your Audience: Did You Know?128Part IIIIn the Spotlight13337Keeping the Lamp Lighted13438A Gem of an Idea: How the Jewel Box Sells Out13639How Ya Gonna Keep 'Em? Sioux Falls Knows!13940Meeting the Challenge Alabama's Mobile Theatre Guild Prospers with New Works142Final Words144Contributors145
\ Library JournalTwo under-appreciated theatrical specialties, technical production for the novice and audience development, take center stage in these two thorough works. With hundreds of production/design/technical credits behind him, Campbell has written what will certainly become a standard introductory text on technical theater. All facets of production are clearly explained in jargon-free prose, and unfamiliar terms are highlighted and defined in an appended glossary. In addition to separate chapters on the more traditional elements of technical theater (lights, sound, scenery, properties), Campbell gives equal weight to the venue, design, stage management, corporate theater, and checklists. As valuable as this comprehensive manual is for the neophyte, experienced techies will also benefit from its common sense. Everyone involved with theater should have acces to this most welcome text. Stage Directions, "the practical magazine of theater," is to the theater community what the U*N*A*B*A*S*H*E*D Librarian is to librarians. This guide to cultivating and retaining an audience, the most perplexing and financially significant problem facing every theater, is the latest entry in Heinemann's "Stage Directions" series, compiled mostly from previously published articles in the magazine. This practical compendium, arranged in three sections, addresses how to attract and retain a constituency and profiles several theaters that have been successful in both areas. A more focused and audience-specific work, this title will be of value to theater administrators and marketers as well as smaller theater groups seeking practical and empirically tested ideas and solutions.--Barry X. Miller, Austin P.L., TX Copyright 1999 Cahners Business Information.\ \
