Listening to the Crowd: How Audience Surveys Can Revitalize Community Theatre

by Chris Peterson, OnStage Blog Founder

A few months ago, I spoke with a staff member from a struggling community theatre who was grappling with a concerning trend: season ticket sales were steadily declining.

Despite the theatre’s dedication to delivering high-quality performances, their audiences seemed to be slipping away. Curious about the cause, the staff decided to ask long-time ticket holders for their honest opinion. The response was eye-opening: “The shows just don’t excite them anymore.” This feedback revealed a hard truth—the theatre had become out of touch with its audience base.

This conversation underscores an essential lesson for community theatres: staying connected to your audience’s preferences is key to sustaining engagement and success. One of the most effective ways to achieve this is by surveying your audience to understand what types of shows they want to see. Not only does this approach reinvigorate programming, but it also strengthens the bond between the theatre and its community.

Why Audience Feedback Matters

Community theatres thrive on their connection with the audience. Every laugh, tear, and moment of applause measures a performance’s impact. When theatres lose sight of their audience’s desires, they risk losing the emotional connection that keeps patrons coming back.

Surveys offer an invaluable opportunity to reestablish this connection. By gathering input directly from your patrons, you can:

  1. Discover Preferences: Determine whether your audience prefers musicals, dramas, comedies, or experimental works.

  2. Identify Gaps: Learn which popular titles or themes you might be missing in your programming.

  3. Build Ownership: Involving your audience in shaping your season fosters a sense of community and loyalty.

  4. Boost Attendance: Programming shows that resonate with your audience increases ticket sales and engagement.

Designing an Effective Survey

Creating a survey that yields meaningful results doesn’t have to be complicated. Here are some tips to ensure success:

  1. Keep It Short and Focused: Limit the number of questions to avoid overwhelming participants. Focus on key areas such as genre preferences, favorite past productions, and suggestions for future shows.

  2. Include Open-Ended Questions: Allow patrons to share specific ideas or feedback in their own words.

  3. Leverage Multiple Platforms: Distribute surveys online, through social media, via email, and in person at the theatre.

  4. Incentivize Participation: Offer a small reward, like a ticket discount or raffle entry, to encourage responses.

  5. Analyze Demographics: Include optional questions about age, location, or other demographics to identify trends among different audience segments.

Acting on Survey Results

Once you’ve collected responses, analyze the data carefully. Look for recurring themes, such as popular genres or specific titles that multiple patrons mention. Use this information to shape your programming strategically.

It’s important to strike a balance between honoring audience preferences and introducing fresh, innovative works. For example, pair a crowd-pleasing musical with a lesser-known play that shares a similar theme. This approach not only satisfies your audience’s desires but also expands their horizons.

Engaging Your Audience Beyond the Survey

Transparency is vital when involving your audience in programming decisions. Share the survey results with your patrons, either through an email newsletter, a social media post, or an announcement before a performance. Highlight how their feedback has influenced your upcoming season and thank them for their participation.

Beyond surveys, consider hosting regular community forums or feedback sessions. These events provide an opportunity for open dialogue and help deepen the connection between your theatre and its patrons.

The Broader Impact

Surveying your audience is about more than programming decisions; it’s about building a stronger, more engaged community. When patrons feel their voices are heard and valued, they’re more likely to invest emotionally and financially in your theatre’s success. This investment creates a ripple effect, attracting new audience members and ensuring your theatre remains a vibrant cultural hub.

In today’s competitive entertainment landscape, community theatres have a unique opportunity to stand out by creating personalized, meaningful experiences. By taking the simple step of asking your audience what they want to see, you’re not just shaping a season—you’re nurturing a relationship that will sustain your theatre for years to come.

As that staff member from the struggling theatre discovered, listening to your audience can be a transformative experience. By embracing the power of surveys, your theatre can not only recover but thrive, becoming a cornerstone of creativity and connection in your community.