reaching a younger audience

Reaching a Younger Audience

About The York Theatre CompanyWhere Musicals Come to Life

For over four decades, The York Theatre Company’s intimate, imaginative style of producing both new and classic musicals has resulted in critical acclaim, multiple awards and recognition from artists and audiences alike. 

York is the only theatre in the city―and one of few in the world―committed to developing and producing new musical theatre works and rediscovering musical gems from the past.

About MeCristin Whitley

Challenges We Face

• The York was founded 40+ years ago.

• The majority of our patrons are 50 years old (or older).

• The 20-40 year old audience is absent.

Our Primary Challenge

How do we reach a younger audience & convert them into loyal, repeat patrons?

How many of you face the same challenge?

Why is a younger audience absent?

• Different entertainment expectations

• Appreciate the arts, but seek social inclusion & engagement

• Less disposable income• Competition for entertainment

budget• Very tech savvy

Why do YOU think younger folks are

absent?

• Specially priced tickets

• Shows targeted for a younger audience

• Notable or emerging actors to appeal to a younger audience

Ways Other Theatre Companies Engage a Younger Audience

Shows targeted towards a younger audience...

Is your organization doing any of these

things?

The York Theatre CompanyEfforts to Engage a Younger Audience

The York Internship ProgramEngaging Young Theatre Students

• Involve at a young age• Diverse intern pool

from several universities

• Use social media to generate interest

• Intern-specific exclusive discounts

Annual Spring BenefitSocializing In and Out of the Theatre

• Blends performance + social aspect

• Fun, social event, less formal than a gala

• New, Emerging, Outstanding artists

• Mentorship between seasoned & new artists

Spring Benefit PreviewTapping into an Enthusiastic Patron’s Network

• Exclusive pre-benefit event hosted by a passionate patron

• Teaser event to preview Annual Benefit material

• Socializing, cocktails & music “experience”

Student RushConvenient & Social

• Convenient• Buy over the phone• Save time & money• Capture ticket buyer contact

info & stay in touch

• Compelling, current themes & modern takes on classics

• Emerging stars • Promote via

engaging teasers

Fresh Stars & Modern Storylines

How are you engaging?

Email MarketingEssential for your organization

• Stay in touch & invite patrons back

• Personalize communication and reward your subscribers

• Cultivate solid relationships over time

Future PlansEngaging the Tech Community

• Memberships – discounts for young professionals, not just students

• Exclusive QR Codes• Location based social media

offers• Mobile applications• Regular Schedule of mixer

social svents• Package Offers: Show + Dinner

+ Drinks for a complete “experience”

Questions?

Cristin Whitleycwhitley@yorktheatre.org

The York Theatre Companywww.yorktheatre.orgwww.facebook.com/yorktheatrecompany@YorkIntern on Twitter

Stay In Touch

619 Lexington Ave.(Corner of 54th Street)New York, NY 10022

Online, phone &box-office orders.

Visit The York Theatre Company

Thank You

Discussion & Networking

Tell us about your efforts.

What works? What doesn’t?