We’ve all heard the phrase “teamwork makes the dream work.” And that sentiment is especially applicable to educational theatre – after all, with small budgets and strained bandwidth, the more people you have in your corner, the better. That’s why getting the rest of your school involved with your department, and your next showcase, is an excellent way to raise more money, increase engagement, and see an impressive uptick in ticket sales. In fact, your next production can transform itself into a fundraising behemoth by involving other clubs and groups and running school-wide promotions. In short, you’re missing out on opportunities for collaboration and extra income by keeping your theatre’s works within your own little creative microcosm. If you’re looking to expand your school program’s reach, On The Stage offers several ways to turn your next showcase into a school-wide event.
One of the most powerful allies in promoting any school-centric event? The Parent-Teacher Association. After all, these parents are typically passionate, dedicated, and have one of the most important things you need to succeed: free time. Additionally, this group has a built-in network and communication system to help spread the word about your production. When you bring them into your show’s planning process early, they can amplify your reach far beyond alternative routes. A few things the PTA can assist with include:
Not every attendee comes to a show for the same reason. Some may be die-hard theatre fans or patrons of the performing arts; others are parents supporting children; others still are just looking for a reason to be social and enjoy a night out. That said, by offering themed add-ons during the check-out process, you can broaden your appeal and encourage more folks to attend your show – whatever their reason for coming may be. Add-ons not only make the show feel a little bit more special and personalized, they also provide you a major opportunity for upselling and increasing your Average Order Value, which means higher revenue benchmarks without increasing ticket pricing. Plus, cool add-ons can generate buzz and chat online, helping your engagement numbers. A few ideas for creative add-ons include:
Accessibility is the name of the game for educational theatre, and ticketing tiers aren’t just for Broadway-level productions. By offering multiple price points and benefits to your varied patrons, you can cater to different budgets and preferences while maximizing your revenue. A few tier ideas include:
When people see that you’re offering more than just GA tickets, they’ll likely be enticed to upgrade for the extra perks. Plus, tiered pricing encourages folks to purchase early, since premium options will sell out fast. In short, by thinking strategically about accessible pricing and additional benefits, you’ll boost your ticket sales, elevate the perceived value of your show, and encourage more folks to visit your theatre. What else could you want?
Selling branded merchandise is an excellent way to generate extra revenue, build school spirit, create a sense of community between different groups, and promote your program long after the curtains close. Additionally, merchandise has a marketing ripple effect; when attendees wear your merch around school, or around town, they spread awareness for your production organically. Indeed, items like T-shirts, mugs, hats, hoodies, and tote bags turn patrons into walking billboards. Make sure your merchandise sales start before opening night via an online pre-order store. This way, items are available for pick-up on opening night, or for pick-up during certain school hours before the show. Limited-edition designs or select cast-autographed items also create urgency and increase demand. To appeal to broader demographics, consider tailoring merchandise to different audiences. For example, younger kids may like buttons or plushies, while adults would more likely enjoy stylish clothing or a mug. Variety is key!
A well-run concession stand can become a goldmine for your theatre production – and it does more than just satisfy hungry theatre-goers. Instead of offering just the basics, think creatively to match your offerings to the theme of your show. For example, if you’re doing The Wizard of Oz, offer ‘Yellow Brick Road’ lemon bars or ‘Ruby Slipper’ red velvet cupcakes. The more whimsical, the better! Alongside offering dynamic snacks and drinks to increase sales, it’s also imperative that your concession stand runs like a well-oiled machine. In short, make things efficient. Clearly label prices, bundle items for deals (e.g. Family Snack Packs), and accept multiple payment types. For additional income and shorter wait times, consider offering pre-ordered snacks for pick-up before the show or during intermission. The result of a dynamic, well-run concession stand? A more enjoyable experience for your audience, and more funding for your theatre program.
An educational theatre experience won’t thrive in insolation. In fact, it should feel like the entire school is part of the fun for real success to occur. Creating school-wide promotions builds excitement, encourages inclusivity, increases visibility, and motivates attendance from students, staff, and family. Every school is different, but a few ideas for school-wide promotions include:
The goal here is to make the production part of the school’s culture – not just an extracurricular activity for a small portion of the school’s population.
Sometimes, folks need a little bribing to get to a show – and that’s OK! Offering incentives to students can often turn a “maybe” into a “yes.” And, of course, once there, the student will become a loyal patron after seeing your amazing production! Incentives can run the gamut, and include:
Incentives don’t just boost attendance for your current production, but also encourage long-term engagement. When people have a positive, rewarding experience at your show, they’re more likely to come back … and come back with friends.
Transforming a school theatre production into a campus-wide event helps you fill more seats, but also assists in the goal to create unforgettable experiences that unite your community. When these efforts are coordinated well, your showcase becomes a true celebration of creativity, collaboration, and school pride. But managing all these moving parts can be tricky – especially for busy educators and volunteers balancing countless other responsibilities. That’s where On The Stage comes in. With our all-in-one platform, you’ll be able to seamlessly handle ticketing, marketing, merch sales, concessions, promotions and more – all while receiving expert guidance from our team about executing your vision with confidence. OTS makes it simple to transform your show into a high-impact, high-revenue event without the extra costs or stressors. If you’re ready to expand your school program’s reach, sell more tickets, and engage more folks, partner with On The Stage. Book a personalized demo today.