In the hustle and bustle of putting together a great show, you may forget why you’re creating your end product. It’s not for revenue, notoriety, or personal development – although those are great perks! No, presenting theatre is about sharing creativity, creating a community, and facilitating memorable experiences for your patrons.
You might be thinking: I’m knee-deep in rehearsals, tech week is looming, and I don’t have time to think about the patron experience right now. We get it – but it’s worth the effort, promise! On The Stage (OTS) offers a few simple yet impactful ways to set the stage for memorable theatre experiences for your patrons.
There’s nothing quite like talking with friends and family before a big performance – what number or scene you’re most looking forward to, how excited you are to see the interpretation, or the lead nail it in person. Another great moment happens on the ride home when nuanced discussions about the show lead to a deeper understanding of what you’ve just watched.
So, as the theatremaker, why not facilitate dialogue about your production yourself? This way, you’ll create buzz before the performance and nurture engagement afterward.
Facilitating dialogue can look like a lot of different things, including:
If you really want to increase engagement, offering events or activities before or after your show can certainly help.
Consider hosting a lecture prior to the show if it’s for adults or handing out a list of questions if the show is geared more toward kids or young adults. Keep in mind people’s attention spans!
Host a Q&A session with the cast and crew after the production to allow patrons to get answers to their burning questions.
Consider a themed craft activity before or after the event, where kids and parents can work on themed souvenirs to take home (pssst – this is the perfect time to push your merch, too). The sky’s the limit with these activities.
We all know how important a show program can be for production – it can help you gain revenue, explain important components of your production to your patrons, and give props to your hardworking cast and crew.
You can also utilize this space to create an interactive component for patrons. Consider a production-themed word search or a list of questions to discuss with their seatmate. Either way, remember that program space is prime real estate – use it wisely!
When patrons feel valued, you create a more memorable theatre experience for them, leading to continued purchases and reliable attendance at your shows. A great way to ensure patrons feel valued is by rewarding loyalty through reward programs.
Whether your reward program offers discounts for long-time patrons or VIP experiences like backstage tours or prime seats, make sure the audience members who consistently patronize your theatre are being treated well—they are the backbone of your revenue stream, after all!
Another way to create engagement and make memorable experiences is through giveaways and competitions via social media.
Incentivizing following and sharing your theatre’s content by offering ticket or merchandise giveaways for participants. Additionally, consider hosting competitions for followers or within your own team for relevant prizes. If you leave patrons with a good impression the first time they interact with you, they’re much more likely to return to your theatre. And a great way to make a good first impression is through free swag!
Before you freak out, we’re not asking you to go way outside your theatre comfort zone! But you can create more memorable theatre experiences by stretching your creative muscles when it comes to your production.
Consider a few small changes to a show that keep your audience members engaged – and talk about your show long after the curtains close. Have actors break the fourth wall or enter the audience seating for certain portions of the show. To appeal to neurodivergent folks, consider offering muted sensory shows and sections where movement is A-OK. The key here is inclusivity – which leads to greater engagement!
No matter how you communicate with your patrons—email, letter, phone, in-person, carrier pigeon (just kidding)—make sure you segment your patron base and offer communication that resonates with them.
Some of your patrons are long-time audience members, while others just decided to visit your theatre for the first time. That said, the messaging and communication should be different for both. Use your data, study your demographics, and ensure you’re providing tailored communication to different facets of your audience. This personal connection will reap major rewards.
As we’ve discovered, engaging with patrons is critical to the growth and ongoing success of your theatre. If you want to better understand your audience and nurture a loyal patron base, On The Stage (OTS) can help. OTS offers a variety of patron relationship management tools that empower you with data, patron information, and insights you need to reach your goals.
Here are just a few of OTS’ Patron Management Tools offerings:
So what are you waiting for? Partner with OTS to grow your patron base and keep them engaged. Book a personalized demo today to get started.