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Out and about with Lewis Roden: theatre programmes

Lewis Roden, the Arts Marketing Association’s (AMA) Senior Member Engagement Officer, set himself the task of seeing 100 live shows in a year. In the first of a series following his progress, Lewis gives us his observations on what makes the perfect theatre programme.

Published: 2023 | Resource type: Article

Passport to the MAC

The MAC, Belfast, increases school visits with Passport to the MAC

Melissa McMinn shares how the MAC developed a primary schools reward scheme to make trips to the Christmas show more accessible.

Published: 2017 | Resource type: Case studies

The Grand Theatre website screen shot

The Grand web development increases visits and donations

Discover how focusing on the user experience enabled The Grand Theatre to increase ticket sales, visits and email subscriptions.

Published: 2016 | Resource type: Case studies

Theatre 2016 Hopes and Fears Report front cover

Theatre 2016 Hopes and Fears Survey Report

Discover the results of the Theatre 2016 ‘Hopes and Fears’ Survey in this report analysed by BON Culture.

Published: 2016 | Resource type: Research

Snakes and Ladders Production Shot

Theatre show attracts 70% Black and Minority Ethnic audience

Plenty Productions shares its experience of developing new audiences for its show Snakes and Ladders through outreach and targeted marketing activity.

Published: 2016 | Resource type: Case studies

Arts Data Impact

Impact of a Data-Scientist-in-Residence on the National Theatre

This case study details how the Arts Data Impact (ADI) project affected the National Theatre and explores the benefits of a data scientist to a cultural organisation.

Published: 2015 | Resource type: Case studies


Attracting young theatre audiences in Sheffield

The How Much? Project was an audience development scheme aimed at developing new young theatre audiences in Sheffield. This research summary discusses the findings – the changes relating to price, product and promotion.

Published: 2000 | Resource type: Research

Lessons in live streaming from National Theatre Wales

Bradley Manning, the young US soldier who was convicted of releasing the largest set of classified documents ever leaked to the public, spent his early years in west Wales. In 2013 the National Theatre Wales’ (NTW) production The Radicalisation of Bradley Manning, toured around Wales before appearing at the Edinburgh Fringe. Early on in the production process ... Read more

Published: 2013 | Resource type: Case studies

RSC on blogging behind the scenes

The Royal Shakespeare Company (RSC) invite members of the cast of each production to blog about their experiences through the rehearsal period. These blogs provide a fascinating insight into the actor’s life and the making of theatre at one of the world’s renowned classical companies. In this case study, writer and blogging consultant Kate Feld speaks ... Read more

Published: 2013 | Resource type: Case studies

Identifying the potential: Developing theatre audiences in Wales

Report on research undertaken on how theatre audiences could be developed in Wales.  The research aimed to identify current trends in drama attendance in Wales, provide profiles of drama attenders and potential attenders, assess the approach to and correlation of programming and marketing, and identify areas of good practice and potential audience development schemes and initiatives.

Published: 2009 | Resource type: Research

Pricing case study: Pitlochry Festival Theatre

An article addressing how to harmonise price and demand at Pitlochry Festival Theatre. By increasing the prices for a consistently sold out, fast selling section of the auditorium for its first time musical, the organisation was able to take advantage of the stronger demand for certain nights and certain seats to maximise their revenue and still offer ... Read more

Published: 2009 | Resource type: Case studies

Audiences Northern Ireland Theatre Review

This is the first in-depth theatre specific report on audience attendance in Northern Ireland, a valuable initial step in building up a clear picture of theatre audiences across the country. Using multiple different methodologies to help accommodate the variety of product on offer and data available, it provides the statistical analysis required to give theatre ... Read more

Published: 2012 | Resource type: Research

How to improve marketing relationships between touring performing arts companies and the venues they tour to

This short article from the Independent Theatre Council gives and overview of why it is important for touring companies and performing arts venues that receive them work together on their marketing and audience development plans.

Published: 2009 | Resource type: article

Thinking Big logo

Thinking BIG! A guide to strategic marketing planning

Master marketing strategy with this in-depth guide to writing and using strategic marketing plans for arts and cultural organisations.

Published: 2010 | Resource type: Guide/tools