Park Square Theatre
About
Park Square Theatre seeks to enrich its community by producing and presenting exceptional live theatre that touches the heart, engages the mind, and delights the spirit. Since opening in 1975, Park Square has become a premier regional theatre in the Twin Cities’ east metro with 120 theatre artists currently working on a 10-show annual season.
Marketing Initiative
Park Square will open a new, intimate thrust stage in 2013 to complement its mainstage. “Next Stage” will offer unparalleled opportunities to serve audiences. Park Square’s marketing goal is to increase total attendance from a 2008 base of 53,000 to 86,000 in 2013. To reach the goal, the theater will increase: 1) the number of single ticket holders who attend two or more shows by 30%; 2) younger adults (ages 20-45) from 24% to 30% of total adult audience; and 3) teen attendance by 60%. The overarching strategy is to distinguish the theatre’s offerings to target audiences in compelling ways, using the comfortable setting and personalized customer service for a competitive advantage.
Highlights, 2010-11
Park Square Theatre identified and stepped up marketing and engagement activities with four types of “brand champions.” For a group tagged as MARCIA (Mature Active Reader who is Curious, Intelligent and Active) and one-time ticket holders, the theatre used personalized post-show communications, discounts for first timers to attend another play, a monthly e-newsletter called The Insiders, ads in other “affinity” theatres’ programs that Park Square-type audiences attend, and other tactics. The objective of converting single ticket buyers into multiple show goers was greatly exceeded, with a 147% increase in numbers in 2010 over the previous year. A young adult demographic called SAYDIE (Socially Active Young Diva Interested in Entertainment) increased from 24% to 29% of the total audience, drawn by targeted messages, “hip” events, and expanded promotion of “30 and under” price reductions. Although teen attendance remained at 2010 levels due to delaying the debut of the second stage to 2013 when 100% of needed capital has been raised, teen attendance was at 91% current capacity.
Marketing Activities, Year Two
- Prepare for marketing multiple shows simultaneously, required for the second stage.
- Complete implementation of a new Total Info marketing module to analyze customers, including psychographics, predict and track sales, and develop trend analysis.
- Participate in Audience Feedback 2.0, a research project to quantify lasting impact of performances, commissioned by Theatre Bay Area and headed by a WolfBrown team.
- Maintain intimacy of relationships and customer service during institutional growth.
