2005-03-22
America's Oldest Theatre is America's Most Vibrant Subscription Theatre!
Philadelphia's Walnut Street Theatre is a true success story. The Walnut has found continued success at building the world's largest subscription base and generating repeat income, all while staying on message. Producing Artistic Director Bernard Havard (formerly of Canada's Citadel Theatre and Atlanta's Alliance Theatre) and Managing Director Mark Sylvester have recognized the need to reward frequent ticket-buyers first and not erode earning potential by giving better benefits to occasional theatre patrons...
All across the United States, arts organizations are facing a dire financial situation. According to a TCG (Theatre Communications Group) report from August of 2003, 58% of the nation's 1300 nonprofit theatres ended the fiscal year running a deficit. This represents an increase of over 25% from the previous year. Bucking the trend, the Walnut Street Theatre has had another very successful season. The mission of the Walnut is two-fold: making theatre as affordable as possible, and getting as many people as possible into the theatre.
While most professional theatres are downsizing, the Walnut Street Theatre has proven that success stories can happen by staying on message and supporting its frequent buyers. The theatre is constantly growing its subscription base, and now has the LARGEST SUBSCRIPTION AUDIENCE IN THE UNITED STATES (at over 50,000 strong). It operates at an extraordinary 85% earned income, and has not run a deficit in over 15 years.
The Walnut Street Theatre has corporate sponsors including: Citizens Bank, Verizon Foundation, M&T Bank and PMA Capital, among others. That being said, the majority of its income comes from its core audience of ticket buyers. While other major arts organizations across the country have been affected quite negatively in the U.S. economy, the business practices at the Walnut help them do more for the community. Their expertise in generating repeat business through subscriptions has not gone unnoticed. The Walnut has consulted many theatres on subscription growth, including the Darby Playhouse and the Queen's Theatre Hornchurch, both in the United Kingdom.
City-based arts organizations bring in a significant amount of income for their respective municipalities. The Walnut Street Theatre attracts audiences from all across the region. The previously mentioned TCG report has some interesting numbers regarding the amount of money that arts organizations represent to local economies. The full report can be found on their website, www.tcg.org.
The Walnut Street Theatre is America's Oldest Theatre, producing theatre continuously since 1809. It has been designated the "State Theatre of Pennsylvania" by the PA House of Representatives. You can learn more about them at www.wstonline.org. Each season they produce five plays on their 1000+ seat Mainstage, five plays in their Independence Studio on 3, four children's shows and a holiday production.
The Walnut's outreach program tours local schools 200 days a year and reaches an estimated 40,000 students. In addition, their children's shows, Theatre School, holiday production and summer camp reach an additional 30,000 children and their parents. When Education Director Susan Quinn started at the Walnut, the education and outreach programs were reaching about 15,000 kids annually. In the five years since Susan's arrival, these programs have grown over 366% and now reach over 70,000 students and their families annually.
The Kid's Series is so popular that it sells out every year. This year they have added five performances to their latest show in order to introduce even more kids to the arts. Kid's Series shows are all based on popular children's literature. The Walnut Street Theatre encourages parents to read to their kids and for kids to use their imaginations in reading a story.
In addition to Kid's Series, the theatre repeatedly reaches out to work with other theatre companies. Some past collaborations include Great Expectations with the Darby Playhouse in Darby, England and The Constant Wife at the Coconut Grove Playhouse in Miami, Florida. Across the board, the Walnut cultivates its relationships both locally and internationally.
Studies show that mainstage productions at the Walnut are a major entry point for theatergoers throughout the region. The theatre believes that investing time and effort into younger audiences is the best way to ensure a large subscription audience for years to come. Truly, the Walnut Street Theatre is a success story that can serve as a model for other theatre companies.
Walnut Street Theatre Online
While most professional theatres are downsizing, the Walnut Street Theatre has proven that success stories can happen by staying on message and supporting its frequent buyers. The theatre is constantly growing its subscription base, and now has the LARGEST SUBSCRIPTION AUDIENCE IN THE UNITED STATES (at over 50,000 strong). It operates at an extraordinary 85% earned income, and has not run a deficit in over 15 years.
The Walnut Street Theatre has corporate sponsors including: Citizens Bank, Verizon Foundation, M&T Bank and PMA Capital, among others. That being said, the majority of its income comes from its core audience of ticket buyers. While other major arts organizations across the country have been affected quite negatively in the U.S. economy, the business practices at the Walnut help them do more for the community. Their expertise in generating repeat business through subscriptions has not gone unnoticed. The Walnut has consulted many theatres on subscription growth, including the Darby Playhouse and the Queen's Theatre Hornchurch, both in the United Kingdom.
City-based arts organizations bring in a significant amount of income for their respective municipalities. The Walnut Street Theatre attracts audiences from all across the region. The previously mentioned TCG report has some interesting numbers regarding the amount of money that arts organizations represent to local economies. The full report can be found on their website, www.tcg.org.
The Walnut Street Theatre is America's Oldest Theatre, producing theatre continuously since 1809. It has been designated the "State Theatre of Pennsylvania" by the PA House of Representatives. You can learn more about them at www.wstonline.org. Each season they produce five plays on their 1000+ seat Mainstage, five plays in their Independence Studio on 3, four children's shows and a holiday production.
The Walnut's outreach program tours local schools 200 days a year and reaches an estimated 40,000 students. In addition, their children's shows, Theatre School, holiday production and summer camp reach an additional 30,000 children and their parents. When Education Director Susan Quinn started at the Walnut, the education and outreach programs were reaching about 15,000 kids annually. In the five years since Susan's arrival, these programs have grown over 366% and now reach over 70,000 students and their families annually.
The Kid's Series is so popular that it sells out every year. This year they have added five performances to their latest show in order to introduce even more kids to the arts. Kid's Series shows are all based on popular children's literature. The Walnut Street Theatre encourages parents to read to their kids and for kids to use their imaginations in reading a story.
In addition to Kid's Series, the theatre repeatedly reaches out to work with other theatre companies. Some past collaborations include Great Expectations with the Darby Playhouse in Darby, England and The Constant Wife at the Coconut Grove Playhouse in Miami, Florida. Across the board, the Walnut cultivates its relationships both locally and internationally.
Studies show that mainstage productions at the Walnut are a major entry point for theatergoers throughout the region. The theatre believes that investing time and effort into younger audiences is the best way to ensure a large subscription audience for years to come. Truly, the Walnut Street Theatre is a success story that can serve as a model for other theatre companies.
Walnut Street Theatre Online
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