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Stratford Shakespeare Festival (2011)

Stratford Shakespeare Festival (2011)

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Yale School of Drama
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In 2011, Stratford Shakespeare Festival (the Festival) in Stratford, Ontario, Canada was one of North America’s largest theaters, drawing patrons from throughout North America. However, in the past 10 years, the Festival’s most valuable and loyal audience segment, American patrons, had dropped from 36% of the Festival’s audience to 18%. Various environmental factors, including a global recession, an unfavorable exchange rate, and tighter border control, contributed to declining American attendance at the Festival. Total ticket sales for the 2011 season, including sales to Americans, Canadians, and others were down 13% from the previous year, representing a five-year low.

This case provides the opportunity to discus the complex issue of loyalty and customer retention marketing in an unfavorable external environment.

Publication Date: 2014-01-31

Suggested Citation: Brittany Behrens, "Stratford Shakespeare Festival (2011)," Yale Theater Management Knowledge Base Case 12-48, January 31, 2014

Keywords: Theater, Performing Arts, Canada, Marketing, Audience, Growth, Strategy

Teaching Notes: No

About the Theater Management Knowledge Base

This case is from the Theater Management Knowledge Base, a body of arts management material created by Yale School of Drama Theater Management students and faculty, overseen by an editorial board of leading practitioners. For more information or for help in selecting cases suitable for your educational or organizational purposes, please email yaletmknowledgebase@yale.edu.