Local Theater Attendance: A Scientific Approach to Audience Recruitment

Abstract

The purpose of this research was to develop an understanding of why the Contemporary Theatre of Syracuse (CTS) audience members attend performances and subscribe as season ticket holders. The knowledge gained about these motivations was sought for the ultimate purpose of enabling CTS to develop messages for audience recruitment. CTS attendees ranked a Q sample of 45 statements representing diverse motivational grounds for supporting CTS, and three factors were found. For each of the factors, suggested themes for recruitment messages appropriate to the target group are discussed.