Team: Alan Brown, Surale Phillips, Erin Gold
Located in the rolling hills of Lehigh Valley just south of Bethlehem, Pennsylvania Shakespeare Festival (PSF) produces an annual summertime season of plays and musicals at a multi-venue theatrical facility on the campus of DeSales University. PSF engaged WolfBrown in the summer of 2024 to assess attitudes about the Festival amongst loyal patrons, lapsed buyers, newcomers, and nonusers, drawing on a range of qualitative and quantitative research methods. Findings from the research will inform Festival leadership as they consider strategic alternatives for rebuilding the audience post-pandemic.