Dissertation/Thesis Abstract

Theatre patronage in the post-subscription era: Evaluating nontraditional subscription models used by nonprofit theatres and alternative methods of monetization for implementation by California Repertory Company
by Greene, Mira Clare, M.B.A., California State University, Long Beach, 2013, 67; 1527376
Abstract (Summary)

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).

Indexing (document details)
Advisor: Genovese, Nicki
Commitee: Fleming, Craig, Moisio, Risto
School: California State University, Long Beach
Department: Theatre Arts
School Location: United States -- California
Source: MAI 52/05M(E), Masters Abstracts International
Subjects: Marketing, Arts Management, Theater, Performing Arts
Publication Number: 1527376
ISBN: 9781303766510
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