Frequently Asked Questions
What is TCG's Free Night of Theater program?
TCG developed this exciting and innovative national audience development initiative to attract new audiences and raise public awareness about live theatre. The seed of the campaign was planted at the 2003 TCG National Conference in Milwaukee, when TCG’s member theatres gathered to discuss how the national not-for-profit theater community might work best together to reach new audiences.
The goal was, and continues to be, to put aside the inevitable competitions and work together to overcome the perceived barriers of price and time that discourage patrons from attending the theater. The idea that surfaced was simple: On a chosen date participating theaters would open their doors to new audience members FOR FREE. Free Night of Theater 2010 will launch nationally on October 14, 2010.
Can offering free tickets really help build new theatre audiences?
Yes. Annual research continues to show that one out of three Free Night program attendees return to that theatre and purchase tickets.
What is the benefit of participating in the Free Night program, or "What's in it for me?"
Join over 700 theatres from every section of the country in attracting new audiences, while increasing the awareness of American theatre. Free Night of Theater can help you:
- Attract brand new audiences to your theatre
- Increase non-traditional theatre audiences
- Increase general awareness about your local theatre community
What are the guidelines to participate in the national program?
See 2010 Guidelines
How many tickets or percentage of house should be offered?
See 2010 Guidelines
TCG asks participating companies to make available for free the unsubscribed portion of their house or at least 25% of their total seats.
What is the timeframe for theatres to sign up for Free Night 2010?
The deadline for returning organizations and theatres to confirm participation in this year's Free Night of Theater is March 30, 2010. The Free Night 2010 program will expand nationally utilizing a strategy of managed growth and will not be open to individual theatres not represented by a local Free Night managing partner. For a complete list of 2009 partners click on Partners.
If your theatre is interested in participating in Free Night 2010, please contact the managing partner in your area for more information.
What if a company wants to offer a Free Night performance on a date other than October 14?
The Free Night of Theater program stresses the value of promoting a national event where hundreds of theatres across the country open their doors in solidarity to new patrons on the same night. However, we understand that not every one will have a performance on the 'official' launch date, so we require that you offer Free Night “on or about, but no earlier than” October 14, 2010 and performances may be offered through October 31, 2010.
How are ticket reservations handled?
TCG created the national website – www.freenightoftheater.net – to provide basic information about the Free Night of Theater program and allow visitors to browse listings of participating theatres in the various regions. Since some regions did not have a "ticketing partner" in place, TCG developed a simple reservation utility that theatres could use for the 2006 Free Night program.
As the utility developed, it became apparent that a centralized ticketing system would be indispensable as the program expanded in 2007 to areas of the country that do not have a strong regional partner/organization in place. TCG is requiring that all participants use the national website to handle ticket reservations.
What kind of support will TCG provide for this program?
See 2010 Guidelines
What will I be asked to do to promote the event?
See suggested program "Best Practices" available at 2010 Guidelines
Will I have access to the contact information of people who come to my theatre?
Yes. TCG (or the local managing partner) will provide your theatre with the names and contact information (name, address, phone, e-mail) of everyone who reserves a ticket at your theatre.