NOTES FROM THE FIELD:

Dad's Garage Finds Success With

A Winning Marketing Strategy

     Arts organizations across the nation are struggling with a

 common issue that is at the core of long-term viability:  the “graying”

 of the arts audience.  Increasingly, arts organizations are finding that

 on average, the typical arts patron is within a demographic category

 that is fifty-years of age or older.  As a solitary statistic, this finding

 is of little or no concern.  But when combined with the results of

 research that indicates that this is a shrinking age group, there is a

 need for advance planning to also attract younger patrons. 

 According to research results compiled by the State’s Office of

 Planning and Budget, the percentage of Georgia’s population aged

 sixty-five and over is decreasing while the percentage of young

 college-age adults is steadily growing. Faced with numbers like

 these, how are arts organizations changing strategy?  An Atlanta

 based theatre has found some success in attracting younger

 audiences in the much desired 18 - 34 age range. 

     The staff of Dad’s

 Garage in Atlanta

 understands younger

 audiences.  In addition to

 stage productions, the

 theatre also has a

 respected reputation in

 the community for

 improvisational

 performances that often include audience

 participation.  Seating for shows regularly meets or exceeds

 capacity, with the house operating one Saturday night recently at

 105%.  While the typical age of an audience member may vary, the

 demographic still falls solidly into the “young” category – a category

 Dad’s Garage aggressively targets according to Marketing Director

 Linnea Frye.  “Our improv audiences are generally college-aged while

 the plays skew a little older with an average age of mid-thirties to

 early-forties,” she says.  Frye also offers that a recent box office

 analysis indicates high single-ticket sales.  “We’ve modeled our

 [ticketing] strategy after the way music venues sell tickets and it’s

 working really well.”  One of the ways Dad’s Garage encourages pre-

 sales is by offering a “purchase in advance discount”.   The result? 

 Advance ticket sales have increased from 20% of the box office to

 about 75%. 

     There’s more than just ticket sales at work at Dad’s Garage.  The

 theatre’s marketing technique combines a four-part approach that

 includes special events and promotions such as College Night when

 students at selected schools are given free admission to specific

 performances; social networking – according to its MySpace page,

 Dad’s Garage is a cool, 22-year-old Cancer whose occupation is “

 making the nice people laugh…”; word of mouth generated by text

 messaging and Internet blogging, and ticket pre-sales vs. at-the-door

 sales.  Kudos to the high energy team at Dad’s Garage!

 Does your organization have successful “Notes From the Field”? 

 Share your tips, techniques and results in the next eNewsletter.  

Click the logo below to enjoy the Dad's Garage website!

Photo, Above:  Visitors line up early to purchase tickets for a recent performance at Dad’s Garage Theatre.  The theatre successfully tweaked its ticketing strategy to increase sales.  Courtesy of Dad’s Garage.

     ____________________________________________

 More Newsletter Articles:

• One on One with the NEA:

          Local Federal Funding Available

• The Future of Fundraising: Nonprofits vs. the Economy
• Board Professionals: An Introduction to

          the GCA Advisory Board

• End Notes:  Useful Information & Interesting Items