2010 Free Night of Theater October 2010

Free Night of Theater is TCG's annual national audience development program designed to attract new theatergoers to America’s professional not-for-profit theatres. Since the three-city pilot program debuted in 2005, Free Night has increased in scope and participation each year. Free Night 2009 expanded to over 120 cities, with 714 theatres offering over 2,000 FREE performances that attracted over 65,000 new theatregoers from coast to coast. The program provides a unique opportunity for theatres nationwide to collaborate on a project that can positively affect their visibility, sponsorship opportunities and provide access for new audiences to experience the joy of live theatre for the first time. Free Night of Theater – A National Collaboration

OBJECTIVE: Increase single ticket buyers, while building general awareness of the American not-for-profit theatre community APPROACH: Attract new audiences (both traditional and non-traditional), invite current theatergoers to try something new, and ignite interest in, and create awareness of, the variety of live theater options across the country Strategic Objectives and Approach

Create no-risk entry point (Free!) for new theatregoers Collect participant contact information/demographics Engage Free Night theatregoers with post-performance events, parties, and offers designed to entice them to return to the theatre - single ticket retention Facilitate individual theatre participants’ use of a centralized ticket distribution website and program management templates (advertising, marketing and PR) KEY FACTORS

High rate of return visit Participants are both more diverse and younger than traditional theatregoers Created sense of community among all theatregoers for greater awareness of live theatre both on a local and regional level RESULTS

Perceptions vs. Reality Perceptions I will have to give away my entire house for one night. This program is only about audience development. I can’t participate if I don’t have a show during the month of October. Free Night attracts traditional audiences who want to see free theatre, not future patrons or season ticket holders. Reality You decide how many seats your company can provide over the course of two weeks. The backbone of this program is awareness. Help your colleagues create a day of awareness for the theatre field. Yes, the participation dates for 2010 are limited to October BUT there are different ways to participate, including staged readings, events, or collaborations. In the last three years, the Free Night Program has attracted non-traditional audiences; 35% under the age of 35, over 28% were non-white, 70% had never been to that theatre before, 40% returned, and 2% bought season tickets.

National 59% are 18 to 44 years old 31% have less than a college degree 35% are non-white 55% have combined household incomes under $75,000. RESULTS – 2009 Audience Demographics Houston & National Averages Houston 70% are 18 to 44 years old 29% have less than a college degree 52% are non-white 51% have combined household incomes under $75,000.

22 participating organizations 2298 tickets distributed during Houston’s inaugural Free Night of Theater 77% had never been to that particular theater 71% are female RESULTS – 2009 Regional Report Houston

RESULTS – 2009 Houston Report By Age

RESULTS – 2009 Houston Report By Education

RESULTS – 2009 Houston Report By Income

RESULTS – 2009 Houston Report By Ethnicity

RESULTS – 2009 Houston Report Publicity

Goals For participating organizations Distribute 3000 tickets Increase geographical reach

Expectation & Changes Reservation Website Overview

Auxiliary Events Regional events Kick-off event Cultured Cocktails –Thursday, September 30, 2010 at Boheme

2010 Free Night of Theater Questions & Feedback

2010 Free Night of Theater Next Steps

National Website Houston Arts Alliance Website For more information, contact: Janel Badrina Programs & Services Coordinator ext. 130 Websites and Contact Websites & Contact Info