Engaging the next generation of patrons is a goal of most every arts and culture organization operating today. To help reach that objective, Cygnet Theatre is revitalizing its 30 and under marketing initiative with a new name and renewed energy. CygNext aims to cultivate younger audiences by offering special discounts, hosting meet-ups and providing unique opportunities to meet the cast and enjoy cocktails before or after designated shows.
"We recently engaged in a Marketing Research project with SDSU'S Graduate School of Business Administration that inspired us to revitalize this initiative," explained Executive Director Bill Schmidt. "We learned that we needed to aggressively increase consumer awareness of our theater specifically through the use of social media. The tie to this target audience is a natural."
While the program has been in place, renewed energy is being focused on it by 3 young Cygnet Theater employees. Cygnet staff Soroya Rowley, Lisabeth Silverman and Taylor Wycoff and social media consultant Katherine Harroff (all under 30!) are spearheading the effort which kicks off with a launch event on April 5.
In collaboration with the San Diego Foundation's Rising Arts Leaders, the first CygNext event will take place at the April 5th showing of Stephen Sondheim's 'killer' musical roller-coaster Assassins. The team agrees that this production will appeal to their target audience because of its fun, irreverent and entertaining content. All 20-somethings are invited to enjoy the production at an incredibly discounted CygNext rate ($20) and then stay for a free post-show mixer that includes wine, beer, and light refreshments with cast members from the show!