We’re thinking of creating an initiative for our upcoming 50th anniversary season with the goal of incorporating that elusive audience of 25-40 year-olds, as well as seeking economic diversity among our audience. We’re located in an urban college town (New Haven), so we think there’s a lot of untapped potential between college students, local residents, and new-to-area recruits to Yale’s workforce.
Do you have a membership program, lottery program, or recurring discount for 25-40?
If so, how long has it been in place? How extensively do you promote the program, and through what channels most successfully?What has your retention been like for those patrons?
Do you scale your house or offer discounts on obstructed-view seats?
If so, do you find any recurring gaps in full-price seats in the house while discounted seats are filled?Do you have any demographic information on the patrons purchasing these discounted seats?
If you have any further wisdom or experience with programs like this, please share or let us know how we can reach you!
Thank you,