Palm Beach Dramaworks to Continue 'Pay Your Age' Initiative and More with SWEENEY TODD

Arts organizations throughout the country are on a constant quest to attract newer, younger, and more diverse audiences while maintaining their longtime, loyal supporters. Palm Beach Dramaworks is no exception.

For a while now, PBD has been running a Pay Your Age initiative on select Sunday evenings for anyone 40 and under. The response has been so strong that, beginning with the run of Stephen Sondheim and Hugh Wheeler's Sweeney Todd (July 14 - August 6), and continuing throughout the 2017 - 2018 season, Pay Your Age tickets will be available for all performances. Several additional outreach ventures are under consideration for the upcoming season as well.

"One of the reasons we chose to do Sweeney Todd this summer, aside from the fact that it's a masterpiece, is because it has wide appeal," said Producing Artistic Director William Hayes. "It's edgy and hip enough to attract young audiences who may have seen the film but have never seen it onstage. At the same time, the show is a favorite of musical theatre lovers of all ages. We're hoping that with the Pay Your Age initiative, young people who rarely, if ever, go to see a show, will take advantage of the affordable price and experience the thrill of live theatre."

If you happen to walk past PBD's home, the Don & Ann Brown Theatre on Clematis Street, it's impossible to miss the marketing effort for Sweeney Todd, with the venue's doorways doubling as bloody billboards. "They make you stop and look, and hopefully pique your curiosity enough to buy a ticket," said Hayes.

PBD is also ramping up its presence on social media, which is increasingly the go-to source for information about everything. In addition to its Facebook, Twitter, and Instagram pages, PBD is getting more creative on its YouTube channel. The new effort began when actor Cliff Burgess, who has been contributing comic pieces to YouTube for years, created a teaser and trailer for Martin McDonagh's The Cripple of Inishmaan. He will continue to do advance videos for upcoming PBD productions; check out his teaser for Sweeney Todd: CLICK HERE. In addition, the YouTube page will be offering interviews with the director and artists of each show, as well as news about other projects. These videos will also be available on PBD's website.

Other outreach initiatives are still in the planning stages, including a reception with the artists for the LBGTQ community during the run of the world premiere of Billy and Me, Terry Teachout's play about the friendship between Tennessee Williams and William Inge.

Additional efforts to build new audiences extend to students throughout Palm Beach County. PBD's education initiative was launched in the spring of 2016, and the program includes free student matinees followed by post-performance talkbacks for each production of the subscription season. At the same time, PBD's core audience has not been overlooked. The company just rolled out a Subscriber Loyalty program: the longer you've been a subscriber, the less you pay for a subscription.

During the run of The Cripple of Inishmaan, it was not unusual to see the irrepressible Colin McPhillamy, dressed in costume as his character, Johnnypateenmike, out on Clematis Street engaging with young passersby and personally inviting them to come and see the show. Many did.

"These people were thoroughly engaged, and many said they would be returning," said Hayes. "Most memorable for me was a young woman, who excitedly told me, 'I'd never been to live theatre before, and I loved it. I'm definitely coming back to see Sweeney Todd.' It's moments like these that make our work at PBD so worthwhile."

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