About the Book

In Standing Room Only, Joanne Scheff Bernstein guides readers to understand performing arts audiences, provide excellent customer service, conduct market research, comprehend the complexities of pricing strategies, and engage audiences.

Bernstein discusses ways to develop loyalty while subscriptions are declining, people want to choose exactly which performances to attend, and competition for leisure activities is on the rise. In this era of changing customer values and a highly dynamic business environment, Bernstein offers strategies for long-range marketing planning and advises readers how to leverage the Internet, email, and social media as powerful marketing tools.

Bernstein presents vivid case studies and examples that illustrate her strategic principles in action from organizations large and small worldwide—strategies to help the performing arts develop a more diverse audience base and prosper in the midst of an evolving economic and technological landscape.