Growing a Theatre Audience Takes Time

May 28

(Or: Why Aren’t There Bigger Audiences Already?!)

Let’s be honest—if growing a theatre audience were easy, every actor would be an influencer, every director would have a podcast, and Broadway would be doing stadium tours with Taylor Swift as the opening act. But theatre—wonderfully stubborn, deeply human theatre—insists on being real, live, and local.

And when it comes to building an audience?

It. Takes. Time.

Here at West Valley Performing Arts Center (WVPAC)—now confidently dancing in our fifth fabulous season—we’ve learned a thing or two about what it really takes to fill those seats. Spoiler alert: there’s no magic wand. But there is heart, hustle, some glitter (well-placed), and a whole lot of musical numbers.

You Can’t Just Add Audiences to Your Cart

We wish there were a “Buy Now” button for passionate patrons, but loyal audiences—the kind who laugh, cry, and bring their friends—aren’t delivered by drone.

Since opening in 2020, we've been building our audience the old-fashioned way: with consistency, care, and curtain calls. Our growth hasn’t come from gimmicks; it’s come from creating shows that are worth returning for—and talking about, and it shows. Since 2021 we have increased our audiences by 234% year over year…that’s not peanuts. In fact, it’s bananas. As someone I highly respect once told us “this is the best story in theatre, the growth you’re seeing is not normal. It’s amazing.”

It’s a Love Story, Not a Campaign

Winning over new audiences hasn’t been a slick ad strategy. It’s been a rom-com: awkward first encounters, heartfelt moments, and yes, the occasional jazz hand.

From show to show and story to story, we’ve been showing up—and so has the community. Each season, we welcome more families, more first-timers, and more familiar faces. We’re not just making shows—we’re making memories.

Word of Mouth: Slow Start, Big Finish

We’ve run the ads. We’ve handed out flyers. But the most powerful marketing we’ve ever had? That friend who says, “You have to see this show.”

As advertising and marketing giant, William Bernbach said, “word of mouth is the best medium of all.” We don’t take that quote lightly, as we understand that’s how theatre goes viral. And these days, more and more people are finding us thanks to the buzz around A Chorus Line, The Play That Goes Wrong, or In the Heights. Once word of mouth gets rolling, it’s unstoppable (and much cheaper than billboards).

Reputation Takes Repetition

One hit show is great. A string of them? That’s how reputations are made. To quote Mr. Bernbach again, “the most powerful element in advertising is the truth.”

When someone sees one of our shows and tells a friend, “You have to see this!”—that’s not marketing. That’s trust. And here’s the thing: we don’t make liars out of them.

We take that recommendation seriously. Because when someone puts their reputation on the line by endorsing our work, they’re doing more than selling a ticket—they’re vouching for us. And we honor that trust with everything we’ve got: high-caliber performances, meaningful storytelling, and a commitment to excellence, night after night.

Word of mouth isn’t fast. It’s not flashy. But it’s honest—and when the work delivers, it’s unstoppable. Over five seasons, WVPAC has earned critical praise (and some enthusiastic ovations) for:

Legally Blonde – Omigod you guys!
Jekyll & Hyde – “This is the moment” for sellouts
Shakespeare in Love – We were in love with those performances
The Play That Goes Wrong – Oh, did it ever
A Chorus Line – A singular sensation, indeed
In the Heights – “Paciencia y fe!”
Ain’t Misbehavin’ – The joint was jumpin’

These weren’t just great productions. They helped us prove that we’re not just a community theatre—we’re a theatre that builds community, and the attendance numbers reflect that. At WVPAC, we don’t just want people to come. We want them to come back—and bring others. Because when the show is that good, people can’t help but share it.

Netflix Is Easy. Theatre Is Worth It.

We get it. The couch is comfy. Your fridge is 10 feet away. And no one judges your pajama choices at home.

But theatre? Theatre gives you something no screen can: a shared, electric, can’t-miss moment that happens live, right in front of you. It’s joyful. It’s human. And sometimes, someone even tells us, “That was better than the movie.” (We try to stay humble.)

We keep our ticket prices fair, our productions ambitious, and our intermissions snack-friendly. It’s worth putting on pants for. We promise.

We’re In It for the Long Haul

Some people play to win. We’re playing to last.

As Simon Sinek puts it in The Infinite Game:

“Finite players play to beat the people around them. Infinite players play to be better than themselves.”

That’s us. We’re not chasing one-hit wonders or overnight fame. We’re in this to build something meaningful, sustainable, and grounded in community connection—season after season. Even when growth is slow, we keep showing up. Because that’s how legacy is built.

The Curtain’s Just Going Up

As we celebrate five seasons of bold performances and growing audiences at West Valley Performing Arts Center, we know we’re still just getting started.

Because theatre is more than entertainment. It’s empathy. It’s storytelling. It’s connection that lasts far beyond the final bow.

So whether you’ve been clapping since Season One, or you’re just now peeking through the lobby doors—welcome. There’s room for you here.

We can’t wait to see where the next five seasons take us.

Become a Friend of West Valley Arts, Starting at just $5/month

Love what we’re doing? Help us keep the arts alive and thriving in West Valley—one small gift at a time.

For as little as $5/month, you can become a Friend of West Valley Arts and support:

Bold, high-quality theatre productions
theatre education for youth and adults
Accessible ticket pricing for everyone

You might think $5 doesn’t go far these days. (It barely gets you a fancy coffee, right?) But when our community of Friends comes together, even small gifts add up to big things—like costumes, lights, scripts, student scholarships, and unforgettable experiences for thousands of people every year. Because art needs friends—and we’d love to call you one.

As a Friend, you’ll get (besides our eternal gratitude):