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Expanding Audience-Based Initiatives

People’s Light

Recipient

Grant Year 2009

Grant Amount $120,000

Status Completed

Updated May 30, 2023

People's Light & Theatre Company had an extensive consultancy with the Target Resource Group (TRG),a national consulting firm specializing in analyzing sales data and helping arts organizations to better shape their marketing to match what their customers want to buy. During the consultancy, TRG worked extensively with the theater's senior administrative and marketing staff to improve and expand their audience-building initiatives and to make the best use of their marketing dollars. As a result of the consultancy, People's Light significantly changed its subscription model and programming mix, resulting in dramatic increases in subscription sales and significantly lower subscription renewal costs. [fn]Management grants, through the Philadelphia Cultural Management Initiative, were awarded from 2009 through 2013.[/fn]

Recipient

People’s Light

Founded in 1974, People's Light is one of Pennsylvania's largest professional nonprofit theaters and is known for its resident company of artists, eclectic mix of productions, and innovative work with young people. The company produces a mix of world premieres, contemporary plays, and fresh approaches to classic texts. Its initiatives include the New Play Frontiers Residency and Commission program to support the development of new work.

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