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2010 Free Night of Theater

2010 Free Night of Theater. October 2010. Free Night of Theater – A National Collaboration. Free Night of Theater is TCG's annual national audience development program designed to attract new theatergoers to America’s professional not-for-profit theatres. Since the three-city pilot program

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2010 Free Night of Theater

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  1. 2010 Free Night of Theater October 2010

  2. Free Night of Theater– A National Collaboration Free Night of Theater is TCG's annual national audience development program designed to attract new theatergoers to America’s professional not-for-profit theatres. Since the three-city pilot program debuted in 2005, Free Nighthas increased in scope and participation each year. Free Night 2009 expanded to over 120cities, with714theatres offering over 2,000FREE performances that attracted over65,000 new theatregoers from coast to coast. The program provides a unique opportunity for theatres nationwide to collaborate on a project that can positively affect their visibility, sponsorship opportunities and provide access for new audiences to experience the joy of live theatre for the first time.

  3. Strategic Objectives and Approach OBJECTIVE: Increase single ticket buyers,while buildinggeneral awareness of the American not-for-profit theatre community APPROACH: Attractnew audiences (both traditional and non-traditional), invite current theatergoers to try somethingnew, and ignite interest in, and create awarenessof, the variety of live theater options across the country

  4. KEY FACTORS • Create no-risk entry point (Free!) for new theatregoers • Collect participant contact information/demographics • Engage Free Night theatregoers with post-performance events, parties, and offers designed to entice them to return to the theatre - single ticket retention • Facilitate individual theatre participants’ use of a centralized ticket distribution website and programmanagement templates (advertising, marketing and PR)

  5. RESULTS • High rate of return visit • Participants are both more diverse and younger than traditional theatregoers • Created sense of community among all theatregoers for greater awareness of live theatre both on a local and regional level

  6. Perceptions vs. Reality • Perceptions • I will have to give away my entire house for one night. • This program is only about audience development. • I can’t participate if I don’t have a show during the month of October. • Free Night attracts traditional audiences who want to see free theatre, not future patrons or season ticket holders. • Reality • You decide how many seats your company can provide over the course of two weeks. • The backbone of this program is awareness. Help your colleagues create a day of awareness for the theatre field. • Yes, the participation dates for 2010 are limited to October BUT there are different ways to participate, including staged readings, events, or collaborations. • In the last three years, the Free Night Program has attracted non-traditional audiences; 35% under the age of 35, over 28% were non-white, 70% had never been to that theatre before, 40% returned, and 2% bought season tickets.

  7. RESULTS – 2009 Audience Demographics Houston &National Averages National • 59% are 18 to 44 years old • 31% have less than a college degree • 35% are non-white • 55% have combined household incomes under $75,000. Houston • 70% are 18 to 44 years old • 29% have less than a college degree • 52% are non-white • 51% have combined household incomes under $75,000.

  8. RESULTS – 2009 Regional Report Houston • 22 participating organizations • 2298 tickets distributed during Houston’s inaugural Free Night of Theater • 77% had never been to that particular theater • 71% are female

  9. RESULTS – 2009 Houston Report By Age

  10. RESULTS – 2009 Houston Report By Education

  11. RESULTS – 2009 Houston Report By Income

  12. RESULTS – 2009 Houston Report By Ethnicity

  13. RESULTS – 2009 Houston Report Publicity

  14. Goals For 2010 • 30 participating organizations • Distribute 3000 tickets • Increase geographical reach

  15. Expectation & Changes Reservation Website Overview

  16. Auxiliary Events • Regional events • Kick-off event • Cultured Cocktails • Thursday, September 30, 2010 at Boheme

  17. 2010 Free Night of Theater Questions & Feedback

  18. 2010 Free Night of Theater Next Steps

  19. Websites & Contact Info Websites and Contact National Website www.freenightoftheater.net Houston Arts Alliance Website www.houstonartsalliance.com For more information, contact: Janel Badrina Programs & Services Coordinator janel@haatx.com 713-527-9330 ext. 130

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