In the spring of 2004, twenty theatre companies banded together to conduct a survey to better understand their audiences. The companies are members of the Theatre Arts Marketing Alliance (TAMA), an informal association of midsize, small, and fringe theatre companies in the Greater Boston area that focuses on marketing strategies through collaboration and a sharing of ideas and resources. Working with Janet Bailey, an arts marketing consultant, and with staff from StageSource and ArtsBoston, the group designed a survey that would yield information about their audiences – who they are, how they make their theatre-going decisions, and how the companies might best communicate with them.

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