Dramaworks aims to grow, diversify audience
Palm Beach Dramaworks had a lofty goal when it chose Sweeney Todd: The Demon Barber of Fleet Street as its summer show.
“I think we have the opportunity to make Sweeney Todd the event of the summer,” William Hayes, producing artistic director, said two months before the Stephen Sondheim musical opened in July.
Dramaworks worked hard to make that so.
The theater created video trailers to promote the show and stepped up its social media marketing. It extended its payyour-age offer for patrons 40 and younger to all performances. It splashed the offer in red paint on its windows, posted a costumed staff person outside the door to hand out cards promoting it and mounted a pop-up teaser during Clematis by Night.
Hayes reasoned that the thriller had cross-generational appeal, but his real target was millennials.
Young people came in droves.