The untapped potential of keyworker and recommendation strategies using the example of a program evaluation in the theater

Abstract

Personal recommendations and word-of-mouth communication are central to information gathering and the decision-making process for visiting a cultural institution. More and more publicly funded theaters want to use this resource of their existing audience more effectively in order to attract and retain (non-)visitors, break down access barriers and strengthen their legitimacy. They are therefore implementing multiplier and intermediary projects at their theaters that are based on the keyworker strategy. The case study uses the evaluation method of the CIPP model to show the framework conditions, strategic approaches, implementation practices, and effects at four theaters that implemented such multiplier projects during the 2020/21 season. It shows that the implementation of the projects only partially accomplished the objectives. The theaters have either not internalized audience development and comprehensive visitor orientation as a fundamental organizational philosophy or this has not yet manifested itself in the existing work processes and organizational structures.