“Toward a New Funding Model for Theater”
In short…
He riffs on a 37signals post on selling your byproducts. Tickets are a byproduct. The production process is the product. Involve your audience in the process in exchange for a membership or some other type of recurring monthly payment. But don’t make it any more complicated than a three-tiered “I’m just curious/I’m exploring/YES. I’m on board” kind of structure. Also, “membership” is different from a “subscription” in which you just buy a bunch of tickets at once.
It’s a long but easy read. Neat stuff in the comments, too.
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