Targeting the growing retired audience
A case study about study days led by theatre professionals for older people in partnership with the University of the Third Age. Workshops on topics as varied as playwriting, directing, costume and make-up have proved very popular with this older age group.
Older demographics proved one of the most responsive target audiences in 2012 for my department, Creative Learning. With more time, money and enthusiasm than their younger peers, the growing retired audience has remarkable potential for engagement and our relationship with the University of the Third Age (U3A) and other lifelong learning cooperatives is set to expand.