Sharing Research and Data at TCG's Audience (R)Evolution
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TRG Blog: Analysis from TRG Arts

Sharing Research and Data at TCG's Audience (R)Evolution

Jill Robinson | March 30, 2015 2:25 PM

President & CEO
Jill Robinson

TRG's President & CEO Jill Robinson presented during TCG's Audience (R)Evolution in Kansas City on why research indicates that subscriptions still sustain arts organizations.

Watch the presentation here. (Fourth video on the page.)

Audience (R)Evolution is a multi-year program designed by Theatre Communications Group and funded by the Doris Duke Charitable Foundation to study, promote and support successful audience engagement and community development models across the country. This initiative, now moving into its second round of activity, encompasses four phases: research and assessment; convenings; grantmaking; and widespread dissemination of audience engagement models that work.

From March 25 - 27, 2015, TCG will convene approximately 200 theatre, arts and cultural professionals at the Kauffman Foundation Conference Center and other performing arts venues in Kansas City, Missouri. The 2013 Audience (R)Evolution Learning Convening in Philadelphia was TCG's first step in truly defining the full spectrum of audience engagement and community development, and sharing working models from our field and beyond. The 2015 Convening will provide even broader peer learnings and opportunities for the exchange of ideas and lessons learned, serving as a vehicle for theatre-makers to identify and connect with partners at other organizations with whom they might develop new strategies and models for audience engagement.

Building on the success of the first Convening, attendees will be given the opportunity to:

• learn from practitioners with track records of successful audience engagement;
• discuss findings from TCG's ongoing assessments and research of the field, as well as findings from cross-disciplinary sources;
• explore current audience engagement and community development models in the field;
• hear from dynamic speakers and connect with peers to share successful strategies;
• identify fellow cohorts that share similar needs, objectives or interests and are looking to develop strategies and models for audience engagement that address those needs at a deeper level.

The work done at this Convening will inform the Audience (R)Evolution grant program as well as programming at TCG's 2015 National Conference in Cleveland.


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Case Study: Lyric Theatre of Oklahoma

Annual operating budget up 32% in 5 seasons

Lyric Theatre of Oklahoma 
 Photo: Joseph Mills

After a poor year for earned revenue in 2012, Lyric Theatre of Oklahoma (LTO) had rebounded and was experiencing a growth spurt. In 2013, Director of Marketing Danyel Siler had turned her attention to single tickets.

Her hard work had paid off, but season tickets were still a challenge. “Season tickets were steadily declining,” she said. “The season ticket campaign had been done the same way for years, maybe even decades. And we blamed the fall on the trend that subs were declining everywhere. Our executive director, artistic director, and I all knew something needed to change, but we didn’t know what.”

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