Use Your Community to Help Share Your Theatre
Theatre doesn’t happen in a vacuum. It’s one of the most collaborative fields there is, bringing together actors, directors, designers, musicians, and technicians to create something magical. But that spirit of collaboration doesn’t need to stop within the theatre walls. By engaging with your local community, you can amplify your theatre’s reach, strengthen relationships, and create unforgettable experiences that benefit everyone involved.
Look Around—Your Perfect Partners Are Right There
Your theatre is part of a larger community—restaurants, bookstores, libraries, boutiques, coffee shops, and more. Many of these businesses are eager for creative partnerships that bring in new customers while supporting the arts. The key is finding ways to work together in a way that enhances both of your presences.
Creative Community Partnerships
Here are some tried-and-true examples of how you can collaborate with local businesses and organizations to generate excitement around your productions:
Themed Restaurant or Bar Specials – If your theatre is near a restaurant, see if they can add a show-inspired dish or cocktail to their menu. In return, you can promote their business by including a special offer in your program, such as a discount on an appetizer or a free drink with a ticket stub.
Scavenger Hunts – For The Wizard of Oz, we organized a community-wide scavenger hunt, hiding character drawings in different businesses near the theatre. Patrons who found all the characters won a prize basket filled with items from participating stores. Not only did this engage audiences, but it also drove foot traffic to local businesses.
Interactive Workshops – When producing Cinderella, we partnered with a local dance studio to host a ballroom dance workshop. This not only tied into the theme of the show but also introduced the theatre to a whole new audience—people interested in dance who may not have otherwise attended the production.
Library and Bookstore Collaborations – During a production of Kinky Boots, we teamed up with our local library to host a Drag Queen Story Hour, celebrating themes of self-expression and acceptance. Libraries and bookstores are great partners for shows based on literature or historical events, helping to bridge the gap between the stage and the page.
Pop-Up Performances – Work with local coffee shops, farmers' markets, or other community events to stage short performances, teasers, or flash mobs promoting your show. These surprise performances generate buzz while exposing new audiences to your work.
Year-Round Engagement or Show-Specific Partnerships?
The beauty of community collaboration is its flexibility. Some partnerships, like restaurant specials or business promotions, can be arranged on a show-by-show basis. Others, like educational partnerships or arts-focused events, can be ongoing. Finding ways to integrate your theatre into the everyday life of your community helps keep your presence strong, even between productions.
Building a Theatre Community That Extends Beyond the Stage
When you create partnerships with local businesses, schools, libraries, and organizations, you’re not just promoting a show—you’re building a stronger arts community. You’re giving people more ways to engage with your theatre, breaking down barriers, and making it easier for new audiences to discover the magic of live performance.
So, look around—who in your community can help you tell your story? Chances are, they’re just as excited as you are to collaborate.
What community partnerships have worked for your theatre? Share your experiences in the comments!
