According to census data, the percentage of the American population with college degrees keeps rising, with 28% of all workers over the age of 25 reporting having completed their undergraduate education.
According to Broadway League statistics, 76% of our audience has completed college.
Here’s my bullish thought of the day:
If college degrees are rising, and people with college degrees go see theater more than others, isn’t there a tremendous opportunity for the expansion of our audience instead of the decline?
And if there is such a overwhelming correlation between higher education and attendance at the theater, perhaps our audience developmental programs should focus on colleges and universities around the country.
Here’s what I do for the next survey. I’d find out if there are certain schools sending more people to Broadway shows than others. If we found a few, I’d develop partnerships with those institutions to continue to expand on what we know is working already.
I call this sort of technique fan-the-flame marketing. You find out where the spark of your audience is. Then you go blow on it, until it turns into a roaring fire.
Walk down any neighborhood in Manhattan and you’ll see a…
It’s no secret that the Broadway market is competitive. With…
The year started with no grosses. And when things were…
Ken created one of the first Broadway podcasts, recording over 250 episodes over 7 years. It features interviews with A-listers in the theater about how they “made it”, including 2 Pulitzer Prize Winners, 7 Academy Award Winners and 76 Tony Award winners. Notable guests include Pasek & Paul, Kenny Leon, Lynn Ahrens and more.