| Foreword |
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| Introduction---You Need a Plan |
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1 | (2) |
| Part I GETTING YOUR AUDIENCE |
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3 | (86) |
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What Motivates Choice of Leisure Activity The Factors That Influence |
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4 | (2) |
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Why Audiences Don't Come How the Public Participates in the Arts |
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6 | (2) |
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Position Yourself Why You Must Create an Image of How Your Company Wants to Be Perceived |
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8 | (3) |
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Use a Rifle, Not a Shotgun Targeting Is a Cost-Effective Way to Increase Audiences |
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11 | (6) |
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Yeses, Noes, Maybes, and Ineligibles |
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17 | (5) |
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Make the Most of Your Efforts |
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22 | (5) |
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Reach Out and Touch Someone Everyone Benefits When We Put ``Community'' Back into Community Theater |
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27 | (5) |
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``These Kids Are Our Future'' How One Company's Outreach Effort Brings Teenagers to Theater |
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32 | (5) |
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Packing Them in at the Library |
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37 | (4) |
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Attracting a New Audience Magic in the Season Ticket? |
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41 | (3) |
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Talking Them Into Their Seats It's Cheap, and It's Effective |
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44 | (4) |
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Special Productions Can Bring In The Public |
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48 | (2) |
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New Plays Bring New Audiences |
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50 | (2) |
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Off the Beaten Track? How One Out-of-the-way Theater Pulls Them in by the Busload |
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52 | (4) |
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Committing to the Classics What to do if Your Public Isn't Familiar with Once-popular Titles |
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56 | (3) |
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Community Audience for High School Theater |
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59 | (4) |
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63 | (2) |
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When Your Audience Ages If You're Fighting the ``Blue-Hair Blues,'' Here's Advice on How to Attract Younger Audiences |
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65 | (6) |
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71 | (2) |
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Pay Attention to the Age Wave |
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73 | (2) |
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Much Ado About Shakespeare Cooperation, Not Competition, Was Their Key to Success |
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75 | (4) |
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Free Discussions Connect Audiences How Forging Strong Links Can Help Attract Patrons |
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79 | (2) |
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Getting the Audience: Did You Know? |
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81 | (8) |
| Part II KEEPING YOUR AUDIENCE |
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89 | (44) |
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Taking Stock Pay Attention to First-Timers |
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91 | (2) |
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Who Are Those People? Surveying Your Patrons Is a Good Idea Anytime |
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93 | (6) |
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Want to Improve? Ask the Experts |
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99 | (2) |
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Consider Yourself at Home Eighteen Ways to Make Your Audience Want to Come Back Again and Again |
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101 | (3) |
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The Benefits Package Ticket Vouchers Please Both the Theater and Businesses |
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104 | (2) |
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Behind the Scenes Backstage Tours Can Do Your Company a World of Good---If You know How to Do Them |
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106 | (5) |
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Extending the Season-Ticket Season |
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111 | (2) |
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A Newsletter Can Increase Audiences |
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113 | (2) |
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Marketing to the Converted |
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115 | (2) |
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How to Design a Great Season Brochure Know Your Reader, Plan Every Inch, Keep It Simple |
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117 | (6) |
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Build a Better Brochure Learn from Those Who've Done It Well---With Different Techniques and Budgets |
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123 | (2) |
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When Nothing Works It's Called Retention |
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125 | (3) |
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Keeping Your Audience: Did You Know? |
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128 | (5) |
| Part III IN THE SPOTLIGHT |
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133 | (11) |
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134 | (2) |
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A Gem of an Idea: How the Jewel Box Sells Out |
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136 | (3) |
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How Ya Gonna Keep 'Em? Sioux Falls Knows! |
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139 | (3) |
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Meeting the Challenge Alabama's Mobile Theatre Guild Prospers with New Works |
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142 | (2) |
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| Final Words |
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144 | (1) |
| Contributors |
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145 | |
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