Advancement Grant: People's Light

People's Light will conduct an in-depth market analysis and develop the company's approach to diversifying its programs, attracting new audiences, and deepening relationships with existing audiences. With a 7-acre suburban campus, which includes soon-to-be expanded catering and restaurant facilities, People's Light seeks to position itself as a vibrant cultural and civic center for its region, with theater at its core. Research will investigate the area's unmet demand for a variety of programming—concerts, musical theater, speaker series, among others—that would appeal to multigenerational audiences and complement the company's primary season of main-stage theatrical productions and year-round education programs. People's Light will also develop new marketing and communications strategies to support its new programmatic offerings and will enhance customer service by establishing a department of patron and guest services that will foster sustained relationships with the public.