Theatre Communications Group
Free Night of Theater Program Goals
Audience development has been identified by American not-for-profit theatre field as one of the most pressing needs facing the field today and has become an integral part of TCG's long-range vision for the organization.
As theatre must increasingly compete with TV, film, the Internet and other entertainment options for the American entertainment dollar, TCG and its members have agreed on the necessity of positioning theatre as a viable, exciting form of live entertainment and social interaction. The Free Night of Theater program is a direct result of our efforts to create a collaborative national program that reaches out to future audiences and builds a healthier not-for-profit theatre sector.
Over the next two years, TCG seeks to increase local individual theatre participation in the Free Night of Theater program from 398 companies in 2006 to over 1,000 theatres by 2008, which should in turn, attract well over 150,000 new theatregoers.
The program goals are:
Attract audiences to American not-for-profit theatre
- Increase aggregate paid attendance at theatres around the country
- Create incentives to combat the perceived (and actual) barrier of price
- Educate and encourage new theatregoers to become ticket buyers
- Build future audiences by targeting new and infrequent theatregoers
- Attract people to attend a theatre they have never before attended
- Combat a declining subscriber base
- Reach demographic groups that are non-traditional theatregoers
- Increase access to theatre for those who would not ordinarily attend due to lack of money or exposure
- Provide incentive of free tickets
- Offer diverse programming choices at participating theatres
- Dissemination of the Free Night program results and "best practices" to the field
Increase public awareness of American not-for-profit theatre
- Communicate that theatre exists as a viable entertainment option
- Communicate that theatre content is energetic and accessible
- Convey that theatre offers something for everyone
Expand TCG's Services and Enhance Its Effectiveness in the Field
Increase recognition of TCG as the national organization for American
not-for-profit theatre and as the originator of the Free Night
of Theater program
- Increase name recognition
- Strengthen the organization's ability to lead the field
- Expand the reach of TCG's programs
- Acknowledge and incorporate goals of theatre field
- APASO and other management partner organizations
- Individual Theatres
- Elevate the American theatre field and position theatre at the center of U.S. cultural policy