Audience Management*
Audience management is the responsibility of the House Manager and staff. Some House Managers, especially those in larger theatres, also function as facility managers. Facility managers are usually responsible for booking the theatre so that it is continually occupied and returns a profit to the owners, public or private. A facility manager usually has additional responsibilities. Here we will be concerned mainly with audience management for non-professional and community theatres.
While we have defined responsibilities in the broadest possible terms, many organizations with limited staffs will combine duties. Volunteers will fill many positions, but some paid staff is desirable...
* Reproduced article from the American Association of Community Theatres (AACT) web site.