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Motivations and barriers to theatre attendance in the greater Philadelphia area
Thesis   Open access

Motivations and barriers to theatre attendance in the greater Philadelphia area

Jaclyn A. DiFerdinando
Master of Science (M.S.), Drexel University
Dec 2020
DOI:
https://doi.org/10.17918/00001218
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Abstract

Theater attendance Theater audiences Arts--Management
This paper explores the topic of audience motivation for theatre attendance and what barriers prevent people from attending the theatre. Identifying the motivations for attending theatrical events is essential to the field of theatre arts administration. With attendance declining across many demographic groups, knowing what draws people to and dissuades people from the theatre is essential to the success of theatrical organizations. Understanding audience motivation is even more crucial in response to the COVID-19 pandemic of 2020. When the pandemic restrictions are lifted, will arts organizations recover? Recognizing what initially attracts theatregoers will be essential for companies to adjust their methods of attracting/retaining their audiences. I conducted surveys and interviews to gather data on the motivations of theatregoers and non-theatregoers and their effect on attendance. I discovered that in the Greater Philadelphia area, the biggest motivations for attendance are familiarity with the source material and knowing someone in a show. The most common barrier is high ticket prices, though lack of time is also highly ranked. In terms of COVID-19, a vaccine is one of the top conditions patrons need to feel safe returning to live performances. Increased cleaning measures, mask wearing, capacity limits, social distancing, and alternative performance spaces (outdoors or virtual) also play a role in making patrons feel safe to return.

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