Paulus also recognized the changing facts in theater, which included dropping subscription amounts and an increase in single ticket buyers.
Paulus, inspired by the mission of the A.R.T. - to enlarge the boundaries of theatre - hastened a shift in the A.R.T. business model. Her new strategies comprised driving a sales and marketing campaign focused on dynamic pricing, memberships and single ticket buyers, creating and presenting diverse content that planned to be both popular and difficult, and operating two exceptional segmented sites. Early results demonstrated some promise; the A.R.T. was closer to break even than in previous years. Nevertheless, some questioned if the A.R.T. was beginning to look like a commercial theater, focused on presenting theatre that sold, rather than actually expanding boundaries. Despite the question, Paulus remained committed to carrying through her vision of the A.R.T. assignment in order to solidify A.R.T. as a top and financially stable not for profit regional theatre.
The American Repertory Theater case study solution
PUBLICATION DATE: October 05, 2011 PRODUCT #: 512026-PDF-ENG
This is just an excerpt. This case is about STRATEGY & EXECUTION
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