Reflections on SRC – Part I

After three days immersed in Broadway, I left inspired by creative geniuses (and they all are) and with a sharpened marketing lens. As an industry, we need to think more deeply about how to grow audiences who recognize the value and will pay fair prices for live theater. More full price paying attendees is what producers need to climb the steep mountain of higher costs presented on day one.

Here are some of my takeaways on Broadway marketing:

Community or Fandom

Many speakers touched on the idea of “community.” While this is especially relevant for road presenters, the concept applies to every Broadway show. Wicked, Chicago, Little Shop—these shows have built communities. But what does that really mean? A community is a brand that people identify with, understand, and want to be part of.

Every producer should ask their marketing team—before the show opens:

• Who do we want our community to be?
• Why would someone want to join it?
• Are we the cool kids? Do we come together to escape from the stress of daily life? Do we seek others who like to think about complex issues?

Critically, community starts with the audience member, not with the show. They must choose you.

Every media choice and message should be evaluated with one question in mind: Does this grow our community? And since communities are built through word of mouth, ask yourself: What are we doing to proactively encourage theatergoers to share their experience?

Data, Data, Data

Understanding your audience through good data is foundational. While keeping in mind Jason’s Gong, (ask if you weren’t at SRC), Broadway as an industry must find better ways to collect, share, and act on data.

Other industries rely on benchmark studies that aggregate and share data across competitors. Why can’t Broadway do the same? Maybe it’s time to evolve the Broadway League’s Demographic Study into something more actionable and collaborative.

In the meantime, here are a few data points that should guide every show’s marketing strategy:

 

 

Can Broadway Reinvent?

Baseball recognized the need for reinvention. When attendance dropped, they analyzed data, took bold steps, and most importantly—listened to their fans. Broadway needs that same mindset. Think of audiences as consumers—they’re choosing to spend their money with you. How do you make them feel great about their purchase?

Are you surveying your audience to find out what resonates, or are you guessing? As Chris Marinak shared, MLB tested—and kept testing—until they found what worked. Especially now, as media habits change quickly, how are you breaking through and innovating?

What’s your pitch clock? Your bigger base? Your extra-innings strategy?

Conferences like SRC challenge assumptions and provide fresh perspective. Nearly everyone I spoke with agrees: the current approach to audience development needs disruption. While the conference insights are still fresh, bring your team together. Challenge one another to produce actionable ideas to test. Take an honest look at what you are doing to build a community—and start imagining what could be better.

These are just a few of my takeaways. I’ll share more in Part II soon.