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DramaBiz Magazine - September 2008

Organize a Database That Packs the House (exerpted from article)
"How long can a theatre last without repeat customers? Yes, it’s rhetorical, but the fact is theatres can always do more to fill seats. So the true question is: Are you squeezing your patron database for all that it’s worth?

By Carla Martin

After 10 years of arts management, Shoshana Fanizza recently founded Audience Development Specialists, in the business of marketing and development guidance and customer service training. She’s enthusiastic about arts marketing and explains that audience development should be personable. “Instead of your audience being simply ‘cheeks in seats’ that you hope will come back, through audience development they become individual people in your seats that you know will come back,” says Fanizza.

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