ducation and entertainment. Also our demographics are widening, encompassing more and more people from different walks of life. There is definitely an opportunity here to be seized.
Target Market Forecast
Potential Customers Growth 1999 2000 2001 2002 2003 CAGR
General Audience 30% 130,000 169,000 219,700 285,610 371,293 30.00%
Educators 50% 25,000 37,500 56,250 84,375 126,563 50.00%
Parents 20% 50,000 60,000 72,000 86,400 103,680 20.00%
Total 30.88% 205,000 266,500 347,950 456,385 601,536 30.88%
As a theatre company (as opposed to an established theatre), we have the flexibility to move from region to region giving us greater access to a wider audience. Currently we are restricted to our county because of our limited contacts, but we are focusing on growing to eventually encompass the entire West Coast and possibly the rest of the country.
Most people who go to the theatre go to see live theatre. Since movies, home video rentals and TV are prevalent, a theatregoer is not a hard sell. They want to be there. They have made a conscious choice about how they wish to be entertained. These people can be of any age, any nationality, and any gender. We have low ticket prices so we can include all levels of economic status, but most theatregoers are of middle economic status since most theatres tend to have high ticket prices ($15-$20). The common factors, however, are the following:
• Usually a high level of education.
• Background of exposure to the arts, or even an education in the arts.
• Ages vary from young adults to the elderly.
Theatregoers are loyal consumers. If they like a show, they will come back for other performances. However, the frequency with which the average audience member goes to a show is most likely once a month, oftentimes less. Teachers and students, however, want more and more live performances to energize their curriculum and the call for theatre is
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