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.