The theatre landscape and patron preferences are ever-evolving, as is the broader global economy. With these changes come new industry challenges – some so pressing they may leave you feeling discouraged and worried about the future of your theatre.
However, all roadblocks have a way around them – even if the problem feels insurmountable. On The Stage presents seven common theatre industry challenges and proven strategies to overcome them.
No matter the industry you’re in, you’ve felt the effects of inflation – whether in your business, when you’re out to eat, at the gas pump, or in the grocery store. It’s a hard pill to swallow, but it’s true: things are simply getting more expensive. What’s worse is that most people do not see a bump in their paychecks or their profit margins to offset this. While inflation is an unavoidable problem that all businesses face, there are a few ways to rectify the issue.
While nationwide funding for the arts leaves much to be desired, there are grants aimed specifically at your type of theatre – whether it’s educational, community-based, or a professional entity. Take time during your business day to research arts funding grants that may help offset the heavy effects of inflation for your theatre. Indeed, there is free funding awaiting you – you just need to do the work to find it.
While the main product you offer – your theatrical showcases – won’t change, you can take a look at market trends to see what patrons are willing to spend money on these days. Perhaps you can offer more VIP experiences for patrons, offer concession bundles, or host more paid events and workshops. Whatever it is, you just need to ensure your patrons will be willing to pay for it.
Perhaps an elaborate fundraising gala is out of your budget for this year due to rising costs. You aren’t alone. Maybe it’s time to get creative in your fundraising efforts instead. Consider something that is far less expensive to put on – like a car wash, bake sale, or ice cream social. Just make sure your fundraisers have a low barrier for entry – i.e., not a gala ticket that costs hundreds of dollars. The more people you can get involved, the better.
While this isn’t an ideal solution, you might consider offering fewer showcases each year. While you may lose revenue from ticket sales, you can ramp up merchandise marketing, concession sales, and the like for the shows you’re still able to put on. Money saved can also lend itself to better costumes, props, set design, and the like.
Tiered ticketing is a surefire way to offset inflation costs and ensure patrons are still able to visit your theatre and see your work. Consider different prices for different areas of your theatre, with added price spikes for the best seats in the house or concession delivery straight to the seat.
We are, truthfully, in an era where subscription fatigue is very real. After all, subscriptions are everywhere – from television streaming channels to grocery deliveries and monthly clothing boxes. That said, you may notice that your subscription numbers are dwindling in this oversaturated market. How can you make subscriptions attractive to your patrons?
Find items and experiences with a high perceived value (but a low cost) and bundle them together in a subscription offer. By doing so, you’re making subscriptions seem like a better deal than purchasing individual tickets. Ideas could include discounts on season ticket subscriptions, exclusive merchandise, or discounted concessions. In short, subscription packages can be repurposed and rethought to increase their perceived value.
Reward patrons who choose to stick with your theatre. Discounts for returning patrons and VIP perks for these loyal guests are a great way to prove to your audience members that your theatre is worth it.
Why limit yourself to subscriptions in your area? By offering digital streaming of your performances, you are able to expand your subscription sales to people across the nation and the world. Additionally, you’re offering a more inclusive environment for those who may be immunocompromised or have mobility issues.
You’ve likely heard of the Great Resignation – an economic trend that started in 2021 in which many American employees resigned voluntarily. This has drastically affected the labor market and made it tough for small businesses like yours to keep their doors open. Additionally, it’s making hiring challenging, too. After all, keeping and retaining employees is critical to your theatre’s success. So how do you rectify it?
While this may seem like a no-brainer, there’s a reason the Great Resignation started: people aren’t feeling valued in their workplaces. As the leader of your theatre, you can make concerted efforts to ensure your current employees feel seen, heard, and appreciated. This can range from small things like free coffee runs occasionally to an overhaul of company culture in which employees feel more free to speak their minds about recurring issues. If you treat your employees with respect, they will return it tenfold.
No one wants to work at a theatre where employees are overworked, underpaid, and constantly stressed. That said, market your theatre to the best of your ability, showcase your strengths, and encourage your employees to speak well of your company to those in the community. Look at your benefits packages and ensure your employees are being taken care of. Additionally, confirm that your pay is competitive with similar businesses in your community. You could curate the most positive environment in the world, but it won’t be enough if employees are unpaid; people still need to pay their bills, after all.
If you fell victim to the Great Resignation, you may feel rushed to hire more people to ensure you don’t fall behind. While a sense of urgency is great, it may lead you to ignore red flags in potential candidates out of desperation. Instead, take your time. Unless your theatre is truly in dire straits, you can afford to spend more than a day or two interviewing candidates. Get to know them, have other employees involved in the hiring process, ask the right questions, and confirm your potential employees are in it for the long haul.
Perhaps you’re noticing that your patrons are visiting your showcases less frequently. Maybe your social media follower count is falling, or you’re seeing lower attendance at fundraisers. No matter the situation, lower engagement with your patrons is a sign your theatre is in trouble. How can you get patrons re-engaged?
While some patrons may be losing interest because they don’t have the time, others may have simply forgotten just how great the arts are for the community. Within your marketing efforts, make sure you’re emphasizing just how important arts education is in your community, as well as the many positive effects theatre has on students, adults, and audience members. In short, remind your patrons why they love theatre.
Events with low barriers to entry are an excellent way to engage patrons. Whether that’s a community event, a talent show, or summer stock productions, there is always a way to get patrons to come back to your theatre.
Another way to re-engage patrons is by reaching out to them personally. Not to ask why they aren’t around anymore… but instead to thank them for their patronage and see how they’re doing. When a guest feels like they truly matter, they will more than likely return to the source of that joy.
Take a look at your data and figure out your market demographics. Once you know who is typically coming to your showcases and who you’d like to see more of, you can create targeted social media content to reel them back in.
We’ve already established that inflation is on the rise – so you may also notice that your donors are either dropping off completely, donating less often, or donating in smaller amounts to your theatre. This makes perfect sense, seeing that if money is tight for you, it’s also tight for your donors. So, how do you combat donor fatigue and find new revenue streams?
Businesses in your community are a great untapped source of revenue. Consider pitching a sponsorship opportunity for local businesses that will allow you some financial breathing room while also helping you find new audience demographics and make stronger community connections.
While people often donate out of the goodness of their hearts, they’re far more likely to donate to a cause if they know there is a benefit for them. So, incentivize donations by offering ticket discounts to donors, specialized merchandise, or tax write-offs that can help them come tax time.
In the world today, it feels like something is always being marketed to you – whether it’s a new makeup product, a subscription to a service of some kind, or a business in the area. Many have begun tuning out marketing efforts because there are just so many. In this case, you may need to rethink your marketing strategies to increase engagement and get patrons back on your team.
Do you want to get more Gen Z audience members? Do you find that your Gen X patrons are losing interest in your theatre? Study your demographics data to see what your most prominent demographic is. Make sure you’re appealing to them – and other audiences you want to reach – through your marketing efforts.
It’s no secret that marketing trends change at the drop of a hat – so make sure you have your finger on the pulse of social media trends. Whether it’s a popular song, new piece of choreography, viral Tik Tok sound, or something else, jump on trends quickly to see your engagement soar.
While you may think an all-out marketing blitz is the way to go, we’ve already established that we live in an oversaturated market. Instead of guerilla marketing, in which you post several times a day on every channel, take time to hone your efforts and present impactful content that will engage and re-engage your patrons.
In the entertainment industry, you’re fighting a lot of others for the attention of potential patrons. Competitors can range from other theatres in your area to television streaming platforms, concert venues, sporting events… virtually anything that can entertain an audience is a threat to your theatre’s bottom line. So, how do you battle the competition?
Have you ever heard the term: If you can’t beat ‘em, join ‘em? If your theatre is struggling, chances are other creatives in your area are, too. Why not partner up to produce a dual showcase? This way, you get double the audience and a partner in the production process.
If, instead, you want to go it alone, study your competition to see what you’re missing. If there’s a gap that another competitor is filling, it’s time to realize what it is and rectify the issue. Then, there’s no excuse for patrons to visit your competitor instead of you.
While many of these industry challenges are unavoidable, solutions exist to help get your theatre on track. Perhaps the best possible solution to the above issues and so many more? Partnering up with On The Stage (OTS).
By choosing OTS, you can streamline your operations, cut costs across the board, boost audience engagement, and sell more tickets – all in a single, free platform. OTS combines a fully integrated suite of tools and resources for theatre and the performing arts with everything needed to control your operational and financial management, letting you focus on making great art. Our all-in-one theatre software platform empowers directors, producers, box office managers, and patrons across educational theatre, community theatre, dance and professional arts programs of all sizes, performing arts centers, immersive experiences, and everything in between.
If you’re ready to tackle industry challenges head-on, book a personalized demo with OTS today.