Are Summer Theatre Subscription Sales a Positive Economic Indicator?

Reading the dismal economic news and struggling through a difficult third quarter here where are sales and donations are down at Wayside Theatre, there is an interesting trend that we, and some of our sister theatres are seeing.

Theatres that run during the summer months or begin their seasons in the summer and run the full year (as we do) typically being their push for subscriptions at one of two times. We take the path where we do our “early renewals” or “early bird” plans in December each year. This is when we hope for our existing subscribers to renew for the next year. We also acquire new subscribers during this period. Many take the path of beginning their push around the first of March or so.

We’ve been pleasantly surprised by our early renewal and new subscriber rate. We’re seeing a return of 70% which is a record for us during this time. At the recent Unified Professional Theatre Auditions, where over 80 producers gathered to audition over 800 actors for their next season, those of who pushed next year’s subscriptions in December were seeing similar results. In fact, we were all somewhat astonished and relieved to hear that others were experiencing the same thing.

The conversations typically went, “You, too?” “Do, you know why?” “Me, neither.”

There are reasons for this upsurge in subscription renewals although I think it is hard to pin it down completely in our case, but here are two.

1. Most theatres are going very mainstream in their programming for next year, appealing to the broadest common denominator.
2. Many of us are running promotions that allow this year’s subscribers to see next year’s plays at this year’s prices, ahead of a price increase.

But, whatever the reason the timing is very intriguing. Folks purchased in December and January for product they won’t receive until June or beyond. This came as we were hearing daily about the dire economic situation, and as reports are now coming to light at a time that consumer spending was down. (As if we needed the latest round of reports to tell us that.) It also came at a time when many of us running Christmas shows experienced less than usual sales volume.

Are folks betting that things will be better by summer in this winter of discontent? It sure feels that way.