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Audience Development Studies and Stats

Free Night Outreach Experiment
In October 2010, as one of our first programs, the Minnesota Theater Alliance participated in the sixth annual, national Free Night of Theater, led and supported by Theatre Communications Group (TCG), the national service organization for theaters. This audience development program offers free tickets to people to see one show at a theater they've never visited before. Working exclusively through partner organizations outside our industry for outreach, approx. 5,000 tickets were given away to 96 performances at 58 different theaters across the state. Every patron answered demographic questions to make their reservation. We cross-referenced demographics about the audience with the organization affiliation code they used to make their reservation. The result of our experiment was a ton of revealing data about which kinds of partner organizations reached which kinds of patrons. Read more ...

Minnesota audience data overview
In Spring 2013, the Alliance launched MADE (Minnesota Audience Development Exchange), a cooperative database bringing together Minnesota arts and cultural organizations' patron lists cross referenced with demographic data through TRG Arts. In July 2013, TRG visited to share the first glimpse at what the data from 30 initial MADE member organizations reveals about our arts patrons. See the PowerPoint they presented here.

TCG Theatre Facts 2011
Every year, Theatre Communications Group produces Theatre Facts, which provides three lenses through which to view the not-for-profit theatre field’s attendance, performance and fiscal health. Sarah Hart's story on Theatre Facts 2011shows how theatres are deftly negotiating the bumps and curves of an economy in flux. This article was featured in the November 2012 issue of American Theatre. Read the article here.

Intrinsic impact research by Theatre Bay Area
The strength of the book Counting New Beans is in its impressive list of contributors. Through interviews, artistic leaders engage in conversation about audience, community, and the value of art. Beyond these thoughtful essays, the book includes the results of a two-year study titled,"Understanding the Intrinsic Impact of Live Theatre." This study, composed of patterns of audience feedback in 18 theaters and 58 productions, was commissioned by Clayton Lord of Theatre Bay Area and was completed by Alan Brown and Rebecca Ratzkin of WolfBrown. Read more ....

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