This thesis, presented in partial fulfillment of the requirement for the degree of Master of Business Administration/Master of Fine Arts in Theatre Management, analyzes the origins and limitations of the traditional subscription model used by performing arts organizations. As subscription sales continue a nationwide, decade-long decline, some companies are exploring nontraditional models, while in other industries new media is facilitating innovative alternative methods of monetization. These new models are successful when they customize offerings and increase value provided to patrons, who increasingly desire flexibility and dialogue. Based on a SWOT analysis and Quantitative Strategic Planning Matrix, these alternative patronage models are evaluated with respect to their viability for implementation by California Repertory Company (Cal Rep).
|Commitee:||Fleming, Craig, Moisio, Risto|
|School:||California State University, Long Beach|
|School Location:||United States -- California|
|Source:||MAI 52/05M(E), Masters Abstracts International|
|Subjects:||Marketing, Arts Management, Theater, Performing Arts|
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