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.
