Attracting young theatre audiences in Sheffield

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.


The research found that over half of young people spend over £45 each week on ‘nights out’; a few spent more than £100, but a significant number spent less than £20. Thus the price of tickets, at £3.50, was generally acceptable, although theatre expenditure is subject to more scrutiny than other leisure pursuits. One said, ‘I wouldn’t argue with paying £3.50 for a night’s entertainment.’ And another said, ‘The How Much? scheme is excellent as it’s not a waste of money if you don’t enjoy the production.’

Resource type: Research | Published: 2013