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)