Author: Fränkel, Marina

Publication Year: 2002

Media Type: Case study

Summary:

Located in midtown Atlanta, Georgia, the Atlanta Shakespeare Company (ASC) is a theatre group that performs the works of Shakespeare (an average of eight full-length world-classics per year, in addition to an average of four full-length children's plays a year) at its venue, the Atlanta Shakespeare Tavern®. From 1995 to 1998 ASC consistently performed for sold-out houses. In 1999 Company management decided to undergo a $1.2 million renovation of its venue to increase the capacity from 150 seats to 250 seats. With this opportunity the organization faced a new challenge: how to fill the additional 100 seats?

Abstract:

Located in midtown Atlanta, Georgia, the Atlanta Shakespeare Company (ASC) is a theatre group that performs the works of Shakespeare (an average of eight full-length world-classics per year, in addition to an average of four full-length children's plays a year) at its venue, the Atlanta Shakespeare Tavern®. From 1995 to 1998 ASC consistently performed for sold-out houses. In 1999 Company management decided to undergo a $1.2 million renovation of its venue to increase the capacity from 150 seats to 250 seats. With this opportunity the organization faced a new challenge: how to fill the additional 100 seats?

Arts & Intersections:

Categories: Performing Arts Organizations, Marketing and Communications