Embed Size (px)
DESCRIPTION
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.
Citation preview
Reaching a Younger Audience
About The York Theatre CompanyWhere 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.
About MeCristin Whitley
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.
Our Primary Challenge
How do we reach a younger audience & convert them into loyal, repeat patrons?
How many of you face the same challenge?
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
Why do YOU think younger folks are
absent?
• Specially priced tickets
• Shows targeted for a younger audience
• Notable or emerging actors to appeal to a younger audience
Ways Other Theatre Companies Engage a Younger Audience
Shows targeted towards a younger audience...
Is your organization doing any of these
things?
The York Theatre CompanyEfforts to Engage a Younger Audience
The York Internship ProgramEngaging Young Theatre Students
• Involve at a young age• Diverse intern pool
from several universities
• Use social media to generate interest
• Intern-specific exclusive discounts
Annual Spring BenefitSocializing 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
Spring Benefit PreviewTapping 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”
Student RushConvenient & Social
• Convenient• Buy over the phone• Save time & money• Capture ticket buyer contact
info & stay in touch
• Compelling, current themes & modern takes on classics
• Emerging stars • Promote via
engaging teasers
Fresh Stars & Modern Storylines
How are you engaging?
Email MarketingEssential for your organization
• Stay in touch & invite patrons back
• Personalize communication and reward your subscribers
• Cultivate solid relationships over time
Future PlansEngaging 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”
Questions?
Cristin [email protected]
The York Theatre Companywww.yorktheatre.orgwww.facebook.com/yorktheatrecompany@YorkIntern on Twitter
Stay In Touch
619 Lexington Ave.(Corner of 54th Street)New York, NY 10022
Online, phone &box-office orders.
Visit The York Theatre Company
Thank You
Discussion & Networking
Tell us about your efforts.
What works? What doesn’t?
