Remember how excited you felt after the best festival you’ve ever been to?
It wasn’t just the music or acting. It was the whole feeling – the laughter, the shared emotions, the connection with those you love.
That’s the experience you can offer your audience, and it’s the key to selling out your show. I’ve spoken before about how to sell your show as an experience, not just a performance.
People are looking to get their emotions fulfilled. Three of the biggest ones you can tap into are: fun, romance, and culture.
Here’s how to deliver them without changing a single line or beat of your show.
How to sell your show as a fun night out
Going to a show isn’t just about the performance.
Audiences crave an immersive experience that takes them on a journey beyond the seats and into the heart of fun.
Here’s how you can transform your show into an unforgettable adventure.
Pre-show and mid-show delights
- Meet the characters: Bring the story to life before curtain rise with character meet-and-greets. You’ll have performers mingling in costume, giving sneak peeks of their personalities and skills (great for circus and cabaret!).
- Live intermission energy: Keep the momentum going with live music or entertainment during intermission. Think instrumentalists playing tunes from the play’s era, or even actors doing mini-scenes!
Food and drink
- Sip in style: Quench your audience’s thirst with signature cocktails or mocktails inspired by the performance. Take a page from Phantom of the Opera which offers themed drinks: The Martini of the Night (vodka, raspberry liqueur and lemonade garnished with a red rose petal); and the Drink of Me, Drink of Me Fondly (gin, Blueberry Monin and soda water with a sprig of thyme).
- Food truck fiesta: Partner with local themed food trucks to create a pre- or post-show foodie haven. Try medieval-themed burgers for a fantasy play or Italian delights for a Shakespearean comedy!
Bonus surprises
- Cabaret comfort: Treat your audience to a different experience with cabaret seating! Picture groups enjoying the show together around tables, fostering a social and interactive atmosphere.
- Souvenirs: Let your audience take home a piece of the magic with themed merchandise. You can keep it simple with t-shirts, commemorative posters, or unique program keepsakes.
- Interactive art: Spark curiosity with interactive installations in the lobby. Try screen displays exploring the play’s world, or even photo booths with themed backdrops!
- Lucky winners: Excite your audience with themed raffles or giveaways. You can offer silly prizes, backstage tours, exclusive merchandise, or even tickets to future shows!
By engaging your audience before, during, and after the performance, you can transform your show into an experience that leaves them wanting more!
How to sell your show as a smart and cultured evening
If you’re selling culture, beyond the applause, you should aim to create an evening that sparks conversation and lingers in the mind.
Here’s how to elevate your show and position it as a smart and cultured event.
Pre-Show Enrichment:
- Interactive foyers: Showcase props, costumes, or multimedia displays connected to the show’s world, igniting audience curiosity before the curtain rises.
- Workshops: Offer pre-show workshops delving into aspects of the production. How about a a stage combat demonstration or a costume design talk, giving audiences a deeper understanding of the work.
Behind-the-scenes access:
- Peek Behind the Curtain: Host guided backstage tours. Let audiences glimpse the magic, from intricate sets to bustling dressing rooms, fostering a unique connection to the production.
- Q&A sessions: Organise post-show Q&A with the cast and crew. Spark intellectual conversation by inviting audience members to delve into the themes, interpretations and creative choices.
- Meet the Artists: After the show, arrange a “Meet the Artists” session. Let audiences interact with the actors, director, and other creatives.
With these ideas you can transform your show from mere entertainment into a enriching experience, attracting audiences who crave intellectual stimulation and meaningful engagement.
How to sell you show as a sexy date night
Theatres aren’t just for dramatic productions and highbrow performances. They can also be hubs for romance, offering couples a unique and memorable date night.
Here’s how to infuse your show with elements that will make lovebirds flock:
Setting the Stage for Love:
- Cozy couches: Create an intimate atmosphere with special seating arrangements for couples. Think plush booths or secluded tables with prime views of the stage, perfect for cuddling and whispered conversations.
- Dine before the curtain: Partner with local restaurants to offer pre-show dining packages. Stage a delicious meal enjoyed together, setting the mood for a romantic evening at the theatre.
- Candlelit ambiance: Transform your lobby and seating area with romantic lighting, candles, and flowers. Think soft, warm hues, flickering flames, and beautiful blooms to create a enchanting evening.
Special moments and memories
- VIP treatment for two: Offer VIP experiences for couples, including backstage tours, meet-and-greets with the cast, or private receptions with champagne and hors d’oeuvres. Let them feel like the stars of the night!
- Capture the moment: Set up themed photo opportunities. Imagine a Parisian backdrop for a Moulin Rouge night, or a fairytale castle scene for a Beauty and the Beast production. Let couples capture memories of their special date night.
- Food and drinks for two: Consider a cheese and wine selection for a sophisticated evening, or a decadent dessert platter for a sweet ending.
- Post-Show party: Host a themed after-party following the performance. You could go for a lively jazz night or a masquerade ball after a burlesque show. Let the fun continue in a relaxed setting!
Putting these in place will push your show towards for romance, attracting couples and creating lasting memories.
Final thoughts
Promoting your festival show requires a strategic approach to sell the best experience possible. This goes beyond traditional marketing tactics.
So, go ahead—captivate your audience and make your Adelaide Fringe experience one to remember!
