This research project will explore Chichester Festival Theatre as a case study to discover the challenges and opportunities of marketing theatre. It discusses the importance of expanding and diversifying audiences.
Both primary and secondary research aimed to answer key questions such as what are the current audiences and engagement patterns at Chichester Festival Theatre and how effective current marketing strategies are in attracting and retaining audiences. Adopting a mixed methods approach, this research combines both qualitative and quantitative data collection.

This research found that Chichester Festival Theatre have made significant steps towards diversifying their audience however, this remains a key challenge. Conclusions and recommendations were drawn from existing literature and primary research. This was to provide to the theatre suggestions to build more diverse audiences for future sustainability.