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How to market an aging art form : a case study of marketing strategies in the performing arts industry

by Sauvage, Evan

Abstract

This thesis examines the problem in the performing arts industry of appealing to new audiences in order to maintain sufficient revenue in an industry with an aging target demographic. This issue is analyzed with a focus on developing marketing strategies. Using case studies of a Denver based opera company, Opera Colorado, and a relatively new Aurora based musical theater company, Ignite Theatre, this thesis aims to gather information through interviews on existing strategies among various types of performing arts organizations and make recommendations for further development. Findings suggest that digital marketing, outreach programs and events, and accessible pricing models are among the most effective means of attracting new patrons.

Note

Title self-submitted as: How to market an aging artform : a case study of marketing strategies in the performing arts industry

Includes bibliographical references.

The author has given permission for this work to be deposited in the Digital Archive of Colorado College.

Colorado College Honor Code upheld.

Administrative Notes

Title self-submitted as: How to market an aging artform : a case study of marketing strategies in the performing arts industry

The author has given permission for this work to be deposited in the Digital Archive of Colorado College.

Colorado College Honor Code upheld.

Copyright
Copyright restrictions apply.
Publisher
Colorado College
PID
coccc:9530
Digital Origin
born digital
Extent
39 pages : color illustrations