In October 2010, as one of our first programs, the Minnesota Theater Alliance participated in the sixth annual, national Free Night of Theater, led and supported by Theatre Communications Group (TCG), the national service organization for theaters. This audience development program offers free tickets to people to see one show at a theater they've never visited before. Working exclusively through partner organizations outside our industry for outreach, approx. 5,000 tickets were given away to 96 performances at 58 different theaters across the state. Every patron answered demographic questions to make their reservation. We cross-referenced demographics about the audience with the organization affiliation code they used to make their reservation. The result of our experiment was a ton of revealing data about which kinds of partner organizations reached which kinds of patrons.
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