|Gold Club: A Message from Julie Hennrikus to Organizations|
A Message From StageSource ED Julie Hennrikus
As you may know, I started my career in a box office, and understand the challenges around managing ticket inventory, audience development, and the need to fill seats to generate early and valuable word-of-mouth. I’m excited to share news of an innovative partnership between StageSource and TheaterMania to launch the New England Gold Club, an audience development club serving Boston and other theater/performing arts communities in New England. The goal of this initiative is to increase arts attendance at our diverse theater and performing arts venues in the region by increasing access for new audience members.
For many years TheaterMania has managed the very successful Gold Club in New York City, as well as the WhatsOnStage Club in London. Together, these clubs have over 7,500 members who attend live events and share, both online and in-person, their positive experiences with their friends and family. These clubs are used as a matter of course by local theater and other performing arts organizations to manage inventory, provide exposure and generate word-of-mouth.
StageSource, with its over 30-year commitment to supporting theater and theater artists throughout New England, sees this similar New England Gold Club as furthering the art form by helping fill houses early in the run of a production, increasing word of mouth, and by providing access to theater artists and supporters who may have a strong desire to see a variety of performing arts events but lack the resources to do so. StageSource will be the on-the-ground partner for this membership based program which also allows for discrete papering during a run, at the beginning of an extension, or when some unforeseen circumstance creates a hole in your house.
Here is how it will work:
It may take some time for the initiative to reach the scale seen in New York and London. In those cities, preview performances and other “buzz-generating” events can quickly be filled and are increasingly a part of large-venue campaigns.
Please join us in building a robust audience development program for the entire region! This program will be free for organizations to use, and is a great addition to the suite of programs we offer to support the New England theater community. Program revenues will initially go towards the software costs and StageSource staff members to manage the initiative. In time, the program may generate net revenue for StageSource so it can provide further resources to the communities it serves.
The New England Gold Club will be launched in the Fall of 2016. If you want more information, please fill out this form, and we will stay in touch as details roll out.