Ogunquit Playhouse
The Client
Ogunquit Playhouse has been in continuous operation as an Equity theatre since 1933 and has been housed in its present location on the coast of Maine since 1937. Ogunquit Playhouse was instrumental in the Summer Stock theatre movement that grew to more than 300 theaters across America and now, in its 91st year, it is one of only three theaters remaining from that era. The Playhouse typically produces five to six musicals each season, with performances from mid-May to early-November, and one or two additional shows produced during the offseason at The Music Hall in Portsmouth, NH.
The Need
In 2023, Ogunquit Playhouse sought a strategic partner to undertake in-depth analysis of its current audience to help the company better understand its various audience segments and identify the most likely targets for new patrons. The company had not previously undertaken in-depth audience analysis, and as ticket purchasing and attendance patterns continued to change post-pandemic, the company identified a need to better understand its audience in order to retain and grow its base of ticket buyers, members and donors.
The Process
Rani Haywood and Todd McNeel from the TOCG consulting team:
Met with marketing and development leadership to identify the key questions they were aiming to answer through the audience analysis.
Worked with our data analysis partner, Ignite Philanthropy, to delve into patron loyalty, crossover, and engagement, directly comparing the behavior of local residents and visitors to the Ogunquit area.
Worked with our research partner, Prescott & Associates, to design and interpret an audience survey that would help the client understand what patrons considered most relevant, compelling and unique about the Playhouse.
The Results
The TOCG team:
Identified and presented key insights about the current audience gleaned from the data analysis and audience survey to the entire Playhouse team to ensure a shared understanding of patrons and their engagement with the company.
Delivered a report of recommendations specifically responding to the insights from the audience analysis and designed to address not only current audience needs but help the Playhouse to identify and engage with potential audiences.
These recommendations included:
Brand positioning and messaging that aligns with the interests and values of existing and potential ticket buyers and donors.
Messaging, pricing and programming recommendations that will help the Playhouse reach and attract new audiences.
Benefits and engagement activities that will increase the attractiveness of membership and season passes to current and potential audiences.
Strategies that will foster deeper connections with existing patrons and help cultivate brand advocates.
Strategies that will help position the Playhouse relative to peer organizations to current and potential audiences.
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