Identifying audiences with the most opportunity.

Project Objective:Seattle Repertory Theatre

Seattle Repertory Theatre was interested in exploring ways to arrest and/or mitigate the impact of declining ticket subscriptions. Although individual ticket sales remained steady, annual subscription ticket sales, which provide a more reliable revenue stream, had been declining. SRT was also interested in learning what subscription program attributes would increase customer satisfaction and facilitate a deeper connection with onstage productions. Finally, the organization wanted to evaluate, prior to implementation, several new programs developed to attract subscribers.


MarketFitz developed and executed a segmentation study of all current and recent SRT patrons to learn about purchasing behavior, attitudes, influencers and needs. Using factor analysis and cluster analysis, we segmented patrons needs and purchase behavior influencers. Finally, we developed a predictive equation that allows SRT to independently identify patron segments and leverage that information to appropriately target future marketing efforts.

The research provided SRT with a better understanding of which members of its current audience were most likely to become subscribers, what influenced their decision, and what additional revenue opportunities existed with other patrons.  Leveraging this refined understanding, we worked with SRT to assess the likelihood of success of proposed programs, and to build new programs based on patron feedback.

MarketFitz continued to collaborate with the Rep, monitoring feedback from patrons on the programs developed based on the segmentation study and facilitating discussions with their team about the areas of opportunity and the best marketing tactics to reach their financial objectives.


  • Segmentation survey and analysis, including summary of research findings and recommendations
  • Predictive equation for patron segment assignment
  • Raw Survey Data

About the Client:

The Seattle Repertory Theatre (“SRT”) is one of the largest and most renowned regional theatres in the country, producing a mix of classic comedies, Broadway hits and cutting-edge original dramas.


Posted in Market Research, Marketing Strategy.

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