What does 'This Coke is $5' really mean when patrons say it?

When someone says 'This Coke is $5' in your lobby, they're not just stating a price. They're quantifying whether the entire experience is worth the financial investment before the show even starts. They're tallying parking, tickets, and concessions, and every dollar is becoming a question mark. This verbal sentiment reveals they're feeling nickel-and-dimed rather than valued.

What is the 1-2 vs 10-15 rule for early departures?

One or two people leaving during a show could be an emergency like a babysitter calling or someone getting sick. Ten to fifteen people leaving is an experience issue with the show itself. Your house staff already notices empty seats, so you don't need fancy tracking systems. Just ask ushers to document patterns in who leaves and when.

Why do subscribers change their performance times?

When subscribers renew but switch from Tuesday nights to Wednesday nights, it could be scheduling convenience. But it could also mean they haven't made enough connections at that performance time. They feel loyalty to your theater but not to the community within it. Your ticketing system already tracks this, and it reveals whether patrons are finding 'their people' or just watching shows alone together.

How do you train theater staff to track verbal sentiment?

Train house staff to notice tone (enjoyment vs. sarcasm), whether comments are positive or negative, and if people hesitate before responding. Hesitation signals they're searching for something positive to say. Teach them to ask leading questions during down moments and have the house manager debrief with ushers between shows about what they observed.

What do low concession sales reveal beyond lost revenue?

Low concession sales can signal multiple problems: pricing too high, poor line management making waits overwhelming, product selection that doesn't appeal, or patrons not knowing it's okay to bring drinks into the theater. Gen Z prioritizes unique, Instagram-worthy concessions like signature drinks or show-inspired snacks. Observe patron behavior to diagnose the root cause.

How can arrival times tell you if patrons are excited?

First-time patrons arrive early due to logistics anxiety about parking and finding seats. Returning visitors who arrive early are excited to be there. They already know the building, so early arrival signals they want to soak in the experience. Your ticketing system captures scan times, so this data requires zero additional work.

Should theaters create Instagram-worthy moments intentionally?

Yes, it's worth testing. Photo opportunities in the lobby, signature drinks that look good on camera, and creative playbill designs can encourage sharing. If patrons aren't tagging your theater on Instagram or posting playbill photos, they didn't enjoy the experience enough to share it publicly. Low social engagement doesn't mean the show was bad, but it means it wasn't remarkable enough to share.

What should I ask patrons at an informal lunch feedback session?

Ask what made them choose to subscribe or return, what they tell friends about your theater, what felt confusing or frustrating, whether they read your emails and what would make them more useful, if they've made friends with people they sit near, and what would make the experience feel more special. Make it conversational and light, not formal research. You're listening for patterns and stories, not seeking consensus.

What's the easiest way to start tracking in-person theater data?

Start with three metrics: verbal sentiment in the lobby, early departure patterns, and arrival times for returning patrons. Create a simple Google Form for house staff to fill out after performances, a Slack channel for the house manager to document observations, or an end-of-performance report template. Make it easy and quick so people will actually use it. Your team is already noticing these things, you just need to give them a place to document what they see.

What is the first metric I should check in theater analytics?

The first metric to check is where new visitors come from (traffic sources). Website traffic demonstrates real interest, not just passive scrolling. This tells you which platforms deserve your marketing energy and which ones are just noise, helping you cut ineffective efforts and focus on what actually drives ticket sales.

Why don't new theater patrons return?

New patrons often don't return due to poor follow-up, unclear next steps, marketing that doesn't match the actual experience, or micro-frustrations like confusing signage, difficulty finding seats, or not knowing where bathrooms are. These small issues accumulate into 'not worth returning.' The absence of social media tags and playbill photos often indicates patrons didn't enjoy the experience enough to share it.

Should I use demographic or behavioral segmentation for theater audiences?

It depends on your productions. If your shows are rooted in human experience, history, or social issues, demographic segmentation matters because you're speaking to specific communities. If your productions are apolitical entertainment, behavioral segmentation (based on past attendance, purchase timing, genre preferences) makes more sense. Age combined with gender reveals generational nuances and cultural perspectives that matter for reaching non-traditional audiences.

How can I tell if my theater marketing matches the artistic vision?

When marketing doesn't match artistic vision, it shows up as low return rates from first-time visitors, negative post-show sentiment, and an absence of social sharing. Collaborate with your Artistic Director to understand the emotional core of each production. Your marketing should reflect that truth, not just what you think will sell tickets. When audiences get what they expected, trust builds and they return.

What analytics show that my 18-24 audience isn't searching for my theater?

Compare Google Display ad performance to search ad performance for the 18-24 demographic. If Display ads (interruption marketing) show high clicks but search ads show low clicks, younger audiences aren't actively looking for you but are interested when they see you. This means you need to go where they already are rather than waiting for them to find you through search.

Does data make theater marketing less creative?

No. Data actually makes you more creative by helping you see your audience from different perspectives and understand them better. This understanding forces you to be more creative in how you appeal to them. Data confirms or denies your intuition, then sparks fresh perspective. It gives you permission to try something bold because you have evidence that your current approach isn't connecting.

What in-person data should theaters track?

Track QR code scans at different touchpoints, beverage and snack sales patterns, arrival times (early arrival for returning patrons signals excitement), departure times (1-2 people leaving could be emergency, 10-15 indicates experience issues), and verbal sentiment in the lobby. Train house staff to document conversations, reactions, and energy during intermission and post-show, as this reveals truths surveys never capture.

How do I market theater to people who don't think they like theater?

Connect them with what they already know and understand. For example, Beau the Musical was marketed as a band show in a pub, not as theater, because young adults understand bars and live music even if they're unfamiliar with theater environments. Create content using language they recognize, feature imagery that reflects them, and meet them in spaces where they already spend time online.

Marketing Strategist for Performing Arts & Mission-Driven Organizations

Zac Bernauer

Founder of ForthWall Communications, providing fractional marketing leadership and execution for performing arts organizations and mission-driven nonprofits.

Great marketing begins with listening better. I’m a Philadelphia marketing strategist specializing in performing arts and nonprofit marketing for organizations that want their message to resonate with those it reaches. Your mission matters too much for generic marketing.

Who I am

Mission-First
Marketer

I’ve seen too many mission-driven organizations struggle to authentically communicate with their audiences. The disconnect begins with not knowing what actually drives audience connection.

My background in community-based work taught me to read audiences and craft messages that connect with people’s values. I help organizations find their true voice and translate their missions into messages that resonate. I’m particularly drawn to theater and performing arts marketing because live performance demands that immediate, authentic connection. You can’t fake genuine audience engagement when people are investing their evening in your story.

What I do

helping you connect
your mission and message

I offer these services through ForthWall Communications for organizations seeking strategic partnership

FORTHWALL COMMUNICATIONS, LLC

Arts MARKETING
LEADERSHIP AND SERVICES

Fractional Marketing Leadership

Ongoing strategic direction and marketing oversight for organizations that need senior guidance without a full-time hire.

Click Here

Marketing Strategy & Execution

Marketing strategy development and hands-on execution, from audience development and campaign planning to content creation and analytics.

Click Here

Performance Marketing & Community Engagement

Building sustainable audiences through grassroots tactics, local partnerships, and authentic community connection that goes beyond traditional advertising.

Click Here

Workshop & Training

Staff development on authentic patron engagement, grassroots marketing, content strategy, and data-driven decision-making.

Click Here

Case Studies

Strategic Thinking,
Creative Execution

I meet organizations where they are. Some need strategic planning. Others need hands-on execution. Most need both.

The case studies below show how this plays out in practice.

Creating and Scaling a Strategic Social Media Service

What happens when a creative agency needs to scale personalized content without losing authenticity? I helped build a social media service from concept to sustainable system, shaping structure, tone, and delivery processes. Starting with four test clients, I helped build a social media service from concept to sustainable system, shaping structure, tone, and delivery processes.

Discover the Strategy

Creative and Campaign Strategy for a National Communications Conference

We started with a challenge: how do you reintroduce a brand in a way that feels clear, confident, and true to its audience? I helped guide the creative and strategic rebuild, shaping tone, messaging, and experience from the first teaser to the final recap. The event became a launchpad. It drove ticket sales, strengthened relationships, and created momentum for future offerings and long-term growth.

Explore the Campaign

Marketing & Creative Execution Plan: Little Shop of Horrors

"How do you get an entire community to feed the plant?" This sample campaign strategy for Little Shop of Horrors tackles the challenge of marketing cult classic theater to both die-hard fans and curious newcomers. Developed as a portfolio piece for a theater marketing role, the integrated approach spans social media storytelling, targeted digital ads, experiential lobby elements, and press strategy.

Feed the Plant

articles

Thought leadership
answering your questions

The landscape of marketing in performing arts is ever changing, and it’s hard to keep up.

These articles cover practical strategy, creative execution, and leadership for performing arts organizations navigating real challenges.

A team of colleagues discussing sales growth using a digital tablet and computer screen in an office setting.

Data Your Theater Isn’t Tracking (But Should Be)

Stop obsessing over Google Analytics. The most valuable theater data comes from your lobby, not your dashboard. Learn what to track and how to document it.

Two coworkers discussing project details over a laptop in a modern office setting.

How to Use Analytics to Understand What Your Audience Actually Wants

Theater analytics reveal what your audience actually wants. Learn to track the right metrics, fix retention problems, and use data to work smarter, not harder.

Two women engaged in a collaborative discussion at a modern office setting over laptops.

Theater Marketing Staffing: Hire or Outsource?

Should your theater hire or outsource marketing? Real costs, scenarios, and a practical framework for performing arts organizations.

What People Are Saying

"Zac connects with people effortlessly, translating complex concepts into practical strategies that resonate with our team."

"Zac’s easy-going, relational approach made the process enjoyable, while his up-to-date recommendations kept us ahead of the curve."

"Beyond his professional expertise, Zac stands out for his exceptional character - he's incredibly smart, always eager to learn, remarkably creative, and demonstrates unwavering integrity in everything he does."

Marketing Strategist for Performing Arts & Mission-Driven Organizations

Zac Bernauer

Mission-First
Marketer

helping you connect
your mission and message

Collaboration in Strategy

Data-Driven Creativity

Audience Connection

8+ Years Serving 250+ Mission-Driven Organizations

FORTHWALL COMMUNICATIONS, LLC