On August 19th, managing partner Cheryl Slover-Linett presented findings from the research to a group of executive directors and marketing professionals representing Chicago's diverse theater community, from storefront companies to internationally acclaimed regional theaters.

The study, which involved both in-theater and online surveys as well as focus group discussions among theater-goers, was commissioned by the League of Chicago Theatres and funded by the Chicago Community Trust. It examined how consumers make attendance decisions when it comes to theater and the role of online ticketing in those decisions. The analysis revealed what motivates arts consumers to purchase online and the features they desire in online ticketing systems.

Slover-Linett's presentation, at the Goodman Theatre, highlighted the potential of consumer-friendly online ticketing approaches to help theaters increase sales.

"We're always excited about research that brings multiple organizations together around a shared goal," said Slover Linett senior researcher Woody Carter, PhD, who led the study. "It’s satisfying to know that the insights and opportunities we elicit from audiences will benefit a broad group of institutions — and equally importantly, the Chicagoland theater audience."

Carter was assisted on the study by research analyst Anne Lee. The report can be downloaded here, and we welcome questions and comments about the findings at hello@sloverlinett.com.