Abstract
The Wilma Theater: Mapping Patronage for Future Successes Track: Business GIS Author(s): Rachel Cheetham-Richard, Bradley Breuer The Wilma Theater is Philadelphia's home for cutting-edge theater, with a unique audience made up of highly educated and creative people. In seeking to understand and know its audience better, The Wilma Theater knew it was critical to understand where its patrons are from and what their communities are like in terms of sociodemographics. To this end, a series of maps were developed that analyze the geographic distribution of Wilma subscribers, donors, and single ticket buyers. The goal of this analysis was to characterize the nature of The Wilma stronghold communities and identify similar communities where patronage of The Wilma Theater is lower than might be expected based on its likeness to the existing subscriber base. Finding these gaps in the market helped The Wilma reach more potential theater goers, plan marketing and outreach, and enhance programming. This presentation will focus on how nonprofits can be more profitable with GIS. Rachel Cheetham-Richard The Wilma Theater 265 South Broad Street Philadelphia , PA 19107 US Phone: 215-893-9456 E-mail: bradley@avencia.com Bradley Breuer Avencia Incorporated 340 N 12th St, Suite 402B Philadelphia , PA 19107 US Phone: 215-701-7712 E-mail: bradley@avencia.com |
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