Subscriber Importance to a Live Theatre Venue

Subscriber Importance to a Live Theatre Venue

The Importance of Subscribers to a Live Theater Venue

Live theater is far different from movies and other types of venues. Unfortunately, people often do not realize that, and they take live venues for granted. When they do not see the differences or realize how live theater productions work, they do not realize the value of supporting these kinds of venues through subscriptions or sustaining memberships (Vogel, 1998). Becoming a sustaining member of a live theater venue is one of the best ways in which people who love the theater and want to support performing arts can do so, and has been for some time (American, 1966). The same is true of subscriptions, whereby people get newsletters, tickets, and other information - often in advance and at a discount compared to non-subscribers. While it may not seem significant, these types of helping hands can add up to significant money over the life of the specific play or production, and also over the life of the entire venue.

Live theater works in two ways. It can be a traveling kind of theater where the group moves from place to place with a particular production, or it can be a more static group, where the same people put on different productions throughout the season or the year. This is the most common option - especially for subscription-style services, but both options are possible. A live theater venue can also have actors and actresses that come and go, but the sustaining memberships and subscriptions are designed to support the entire theater. It may be a small group or a much larger one, but both need help and assistance if they are going to continue their productions and entertain the masses. Unlike a movie, where a great deal of money is raised to produce the project and then it is all made back when people go to see it, a live theater group works on a much tighter budget in most cases. If there are not enough tickets sold for the production, it will not be produced (Vogel, 1998). There will not be money for costumes and sets and everything that is needed.

Subscriptions and/or series subscribers provide a more consistent cash flow for a live venue, which allows the people who work with the live theater production to continue working and developing their craft (League, 1997). There is money in the budget to create and update costumes, and there is cash available for things such as set design and other, needed items. While some small live theater venues may still find that money is tight, the majority of them - big or small - have more security when they are clearly supported by the community. Buying a subscription is similar to purchasing "season tickets" for a sporting event or team. When a person buys a subscription or becomes a series subscriber, that person pays a set amount up front. What he or she receives for that investment of money depends on the venue itself. Some live theater venues provide a set price for a season's worth of tickets, and those venues also send out newsletters and offer other perks that come with being a series subscriber. The larger the venue, the more likely a subscriber will receive those things.

Many people who subscribe to a live theater venue do so because they go to the theater frequently (Vogel, 1998). They may also subscribe in order to remain in a particular social circle or to give tickets and other merchandise as gifts. There are other reasons, including staying connected to the arts community through the newsletter, etc. No matter what a person's reasons for staying involved in the live theater venue in his or her area, a subscription can be highly valuable. People who are series subscribers may choose to subscribe for a year, or just for a particular season or run of productions that are similar to one another or that follow a common theme. No matter what is taking place in the theater during a specific season, there are always people who will want to see the offered productions - and that can keep the theater alive. Taking the time to find out what the public wants to see and what it prefers in the way of specific productions can go a long way toward success for a theater (Vogel, 1998).

Sustaining memberships are somewhat different than series subscribers. These memberships are often larger donations, and they are not always from people who are theater-goers each season. In other words, sometimes they are simply from people who support the arts or who are linked to the theater in some way. Individuals can also will money to the theater upon their passing, so they can help to sustain the theater after they are gone (Vogel, 1998). That allows future generations to really enjoy all that the theater has to offer, which can provide a rich experience for young people as they grow up in the community and teach their children about the value of performing arts. When a person focuses on a sustaining membership, he or she is often added to a list whereby the theater recognizes patrons and those who have donated to the theater over the years. This can bring prestige to the individual who acquires one of these memberships, but it is most significant because it provides the live theater venue with the opportunity to continue to grow and thrive (Vogel, 1998).