Playhouse Square Center is one of the largest theaters in the Northeast Ohio region. RNR Consulting was commissioned to do a complete market study of its audience. Two teams of consultants worked simultaneously towards a unified goal.

The first team conducted research on the demographics of the Playhouse Square audience through direct surveys and through secondary resources such as tickets.com. This data was then compared to the demographics of the general population in the Cleveland area, and the gaps between the two were identified and addressed. This has helped Playhouse Square develop a strategy to attract larger audiences for their performances.

The second team performed a study to “measure customer experience” at the theaters. Surveys, focus groups, and telephonic interviews were conducted to determine how the audience rated their non-show experience at the theaters. The most important variables were identified as constituting a satisfying experience at the theaters, and the audience was asked to rate the Playhouse Square Center on those variables. Our results also identified the demographics of audience types versus performance types. The performances were classified as musical, opera, etc, and our results identified the audience demographics for each type. Our recommendations, based upon the market research, helped Playhouse Square Center rethink their programming methods, and to improve their facilities and overall customer satisfaction.