Canberra: Change Capital
The history of Canberra Theatre Centre, Australia’s first performing arts centre, is a long one. In the years since we opened our doors in 1965 we have seen Canberra blossom from a bush capital to a metropolitan hub of culture.
Shaolin Warriors in Canberra (Photo credit: David James McCarthy)
Today our audiences are some of the most engaged in the country. In fact, a 2017 study conducted by the Australia Council for the Arts found that 100% of residents in the ACT engage with the arts. Audience numbers here are typically strong and demonstrate an appetite for a variety of entertainment options from all over the world.
In 1996, we presented our first subscription season and that programme has grown from strength to strength. In 2018, we have a consistently large number of subscribers and attendees to the more traditional performing arts genres. Our subscription season, Collected Works, is carefully curated to showcase the most prominent artistic companies in the country, and to create opportunities for our audiences to engage with that work without having to travel interstate.
It is clear to us that the arts sector can have a significant economic impact on our region. In the years between 2008 and 2018 we have doubled our ticket sales, the accompanying economic contribution to the ACT economy, and the number of tourists we attract to Canberra specifically to see a live performance. This success can be attributed to both innovation and creative programming.
We continue to expand our audience numbers by adding a strong mix of high end commercial presentations to our spectrum of programming. For example, local audiences came out in droves when Canberra Theatre Centre hosted the Australian premiere of MAMMA MIA! The Musical in 2017. This was a turning point for our nation’s capital as it signified to producers that this is a necessary stop on the national touring circuit.
Luke Chadwick-Jones and David Williamson in Circus 1903 (Photo credit: David James McCarthy)
Likewise, The Works Entertainment Group have enjoyed huge success in Canberra with the World Premiere of Circus 1903, The Illusionists 1903, and The Illusionists – Direct from Broadway.
We are invested in nurturing these relationships and are actively looking for opportunities to bring a diverse selection of large scale professional works to Australia.
It is through connections like these that we are extending our cultural contribution to the local area. Over the past two years we have been instrumental in bringing Diwali, Vaisakhi Mela and Mooncake Festivals to the centre of Canberra, and giving them a new home in Civic Square.
These events have been broadly attended and patron feedback demonstrates that by creating these opportunities we are forging invaluable connections that will spell success for the future of similarly diverse programming in Canberra.
Diwali in Civic Square (Photo credit: Vishal Pandey)
Vaisakhi Mela (Photo credit: Vishal Pandey)
On the subject of seeking new audiences, we have taken steps to actively attract and maintain young adult audiences. This future focus continues to require innovations across the board, including (but not limited to) the type of programming we do for this market, how we communicate with them, and how we engineer member benefits that meet their needs as ticket buyers.
With that goal in mind, in 2019 we are doing some things differently.
In addition to our Collected Works subscription season we are adding a membership series called ETCETERA. This is a programme of sharp contemporary performances including the freshest theatre, dance, music, comedy and cabaret by remarkable independent artists.
For the last five years, we have been noticing a trend towards last minute ticket purchases in the 25 – 40 years old age demographic. Feedback from our patrons tells us that they prefer to ‘wait and see’, rather than purchase tickets months in advance, which means that a traditional subscription model would not suit their purchasing habits.
As a response to this information, we have developed a membership framework which rewards loyalty with reduced ticket prices. Like our patrons, this new model gives our programming department the opportunity to respond to emerging opportunities, and to act rapidly in order to secure them for Canberra audiences.
In short, rather than trying to fit new audiences into our existing subscription model, we have engineered a new model that better meets their needs.
At Canberra theatre Centre we are navigating this exciting future in leaps and bounds, and we wholeheartedly encourage our colleagues from around Australia and the Asia-Pacific region to see what the new Canberra can offer.
Click here to visit Canberra Theatre Centre’s website.