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Why Families Matter
Sam SparlingAudience Engagement Manager
Family Audiences
• Why target families?– Building a future audience– Providing rich, shared experiences– Responsibility
• Delivering a family‐friendly experience– Subsidised tickets– Holistic offer– Enriched pre or post‐show activity
Importance of backstage crafts
Challenges and Benefits
Challenges: • Cost• Staffing• Scheduling• Programming of
performance opportunities
Benefits:• Developing relationships
with new audiences• Building loyalty• Art‐form perpetuation• Attracting sponsors• Changing perceptions• Inspiring young people
Shared experiences
Meet Micah and Shaz
“Children need to go to the theatre as much as they need to run in the fresh
air” (Philip Pullman)
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