Clive Humby - Apr 28, 2016
The theatre industry has always known that its audience is passionate about the arts and is made up of keen supporters of live entertainment. A recent study by Purple Seven has shown that this audience may have the potential to deliver new income streams to the sector and engage with it in entirely new ways. While many in theatre have long suspected that audiences are affluent, few have been able to convert this into income for venues – either through sponsorship or individual giving.
Our latest research has demonstrated that there is indeed a very high crossover between the wealthiest members of society and those who attend theatre up and down the UK. We discovered that Aston Martin, Rolls-Royce and Bentley are the car brands that UK theatregoers engage with the most, and the likes of Liberty, Harvey Nichols and Vivienne Westwood the most popular fashion brands.
It is our belief that by creating new partnerships between these major brands and regional theatre venues, we can breathe new life into independent theatre. By understanding the national brands that our local audiences are already engaging with, we can better create a case for sponsorship and drive new money into the arts.