Audience Marketing Research 2012-2013
Prepared by Tiantian Hu
Acknowledgement of help received
Mr. Chris Wakeman, Marketing Manager of The Dukes theatre.
Table of Contents 1. Introduction 2.1 Client Details 2.2 Key Objectives of The Research 2.3 Key Activities To Achieve The Objectives 2. Methods of Investigation 3. Findings 4.4 Quantitative Data From Questionnaire
Audience’s demographic data
The Purpose Of Visit
Frequency of attendance
Media Used 4.5 Qualitative Data From Focus Groups 4. Conclusion 5. Recommendations 6. Appendices
1.1 Client details
The Dukes theatre in Lancaster, is a professional producing theatre, it also hosts outside companies and art festivals. It consists of five spaces with varying functions: The Round is a beautiful, new theatre space, seating up to 240 and it is in the round, this space also forms a horseshoe configuration on 3 sides. The Rake offers 313 seat auditorium with raked stadium style seating and an end on stage. Fantastic full visibility is offered from all seats. This space is also used for cinema screenings. DT3 is a special performance space for young people and it can seat 112 on two sides and 69 if one side is used. The Dukes Gallery presents work by some of the region's top artistic talent. It can also be hired for small event, gathering or meeting. The Dukes also contains a Café Bar which have free live music on Friday.
The Dukes theatre has developed a reputation for both showing independent cinema and producing annual open-air theatre productions during the summer months. In 1986, The Dukes produced its first open-air walkabout theatre production at Williamson Park. The event has run every year up to 2011 and, after a year off, returns in 2013. It is thought to be the largest outdoor theatre event of its kind in the UK.
The key contact for this project