ABOUT - Case Study

	Total Tickets Sold
	2003/2004 - 7,538
	2004/2005 - 10,975
	2005/2006 - 24,252

As Director of Marketing for Two River Theater Company in Red Bank, NJ, Ron Steelman designed and executed the marketing plan for the grand opening season at the new theater. Many performing arts organizations have recently been forced to create alternate ticketing procedures in the hopes of recouping the decline in subscription sales, the financial backbone of the professional regional theater movement.

However, with Ron’s marketing plan and materials, there was a huge increase in TRTC's subscription tickets sales (212%), plus a large increase in single ticket sales. TRTC was able to establish a firm base of support in its new home without having to create a completely new ticketing system at this crucial time in its development.

Other aspects of his ingenious plan included founding the TRTC Theater Guild and creating a highly successful series of free Subscriber Parties in the year prior to the Grand Opening. He also contributed his marketing savvy to the planning committee for the Grand Opening fundraising Gala, which earned TRTC substantial financial support.

"Great job, Steelman!"

- Lisa Ann Fardella, Director of Audience Services / Two River Theater


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