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We had 41 patrons complete our 2023 audience survey. We learned a lot, received a lot of excellent feedback, and have started to incorporate some of your responses into our planning for the 2024 season. In the interest of transparency, we’re sharing a summary of some of your responses–thanks for participating and see you at the theater this season!

Who responded?

Berkshire locals were the majority of responses, with 46% from Adams, 26% from North Adams, and 19% from other Berkshire towns. Others responded from NYC, the Philippines, and Southern Vermont. Almost everyone who responded (93%) had attended a show.


Why do you attend arts and cultural events? (41 responses)

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We were touched by how many people indicated they attended shows to support the theater and growth in downtown Adams. Of those who responded, 84% said they attended arts and culture events to see new things; 86% said to support the venue; 73% to support the community; and 76% to take part in arts and culture in the area. Shoutout to the one person who responded “retired and bored.” We love honesty. 


Where did they hear about us?


Patrons told us they found out about the Adams Theater through social media (44%), word of mouth (63%), seeing the progress on Park Street (56%) and via press coverage (43%). Respondents had the ability to choose more than one option.

Sharing experiences


The majority of patrons enjoyed their experiences at the theater, which makes us SO happy. We had some positive commentary about the variety of performances and the experiences at the theater. Here are some choice quotes:


"It was very wonderful! I went in with no expectations and it ended up being a great night of thoughtfulness."


"I've been to two, and enjoyed being to a non-mainstream show that felt like a mix between a community theatre (local talent) production and a fancy professional production--the perfect balance."


"Small venue, good seats everywhere."


"It was fun and I loved that I could walk to it from my house!"

Suggestions for more shows (41 responses)

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Folks were eager for a diverse range of shows, including jazz, polka, dinner theater, plays, tribute bands, drag events, magic acts, and more. There's a clear call for both entertainment and educational content, from author talks to documentaries with discussions, highlighting an interest in programming that spans a variety of genres and formats. This is valuable feedback for us as we continue on!


Overall, respondents were most interested in more comedy (83%), music (78%), and theater (85%).

Improving the experience

"We also received feedback for how to improve the theater experience for everyone–a few people mentioned feeling uncomfortable in our seats, which we’ll work to improve on this year. We also heard feedback about parking, handicapped spaces, auditory assistance, and easy-access seating for folks who use mobility aids. 


"I always think of our local seniors. Using Council on Aging, have an information presentation for them as to what is going on. Many have lots of family outside the area. Keep them in the know. Also use our local TV station."


"Easy to access seating for folks with mobility devices (i.e. level with entrance); more cushioning for seats."


"Providing the chair pads for all the chairs--I can't come to a performance if I have to sit on a hard chair for more than 30 min, and it sucks to have to pay extra to make sure my body isn't in any pain."


We heard positive things about having multiple ticketing options. We are keeping all those options this season; you will be able to order tickets online, at the box office in advance or on the day of, or order a season pass so you can secure a seat to multiple shows and save money on tickets.

Thanks again to all who participated, and to MCLA’s Fall 2023 Arts Marketing class, taught by Adams Theater Director of Communications Francesca Olsen. Arts Marketing will run again this fall, and we intend to continue collaborating!

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