This project discusses the overall current challenges that are being faced in the theater industry with an increased focus on Merrimack College’s theatre community. It attempts to discover how best we can entice people back to the theatre after the world has been shaped by the pandemic. The project creates a potential marketing plan for Rogers Center for the Arts at Merrimack College.
To find answers and a potential solution, this project explores what current ticket sales and theatre audience demographics looked like prior to the pandemic, as well as the marketing techniques that are currently being used to draw an audience to the theatre. It will look at how memberships and programming can affect the audience’s likelihood of attending a show. With an increased focus on college or community theatres, it examines and analyzes the factors that are contributing to the decline in theatre attendance since the pandemic and how we can reverse this trend. With the right marketing plan and audience research, we can bring people back to the theatre.
