Date Presented

Spring 5-2026

Document Type

Thesis

First Advisor

Dr. Robin Bates

Second Advisor

Dr. Michael Robinson

Third Advisor

Dr. Elizabeth Sharrett

Abstract

The success of a theatre company depends on a collaboration between the community, the audience, and the company itself. However, its survival is increasingly threatened by the dominance of streaming platforms, among other things. This thesis investigates the essential characteristics of a successful theatre company, arguing that its longevity depends on its connection with the community which is achieved through a strong brand identity. The success of a theatre company depends on its healthy relationship with the community. This relationship is achieved through a strong brand identity. Utilizing a mixed-method approach the study argues that a good brand identity relies on the success of a company to interact well with their patrons and audience. A good brand identity is achieved through effective advertising and fundraising, as well as the company’s ability to articulate its history. This mixed methodology includes interviews with actual local theatre companies as well as research into secondary resources. Ultimately, having a good theatre’s brand identity triumphs the individual marketing strategies of a production because it establishes a standard of excellence that builds long-term patronage and loyalty. Marketing teams must move beyond niche targeting and develop cohesive strategies that reach across multiple generations by bridging the gap between the older patrons and younger audiences. It ensures a good and healthy brand remains a part of the community.

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