Theatre companies often struggle to attract a broad audience, even though makers themselves long for more diversity in their audiences. How do you reach new people without losing your artistic vision? Together with Theater Utrecht, we explored what the city theatre company of the future could look like.
Theatre is ageing. Younger generations stay away, even though they crave live experiences and moments of meaning. Theater Utrecht asked us to help rethink how they could become relevant again to this generation. How can a theatre company become a vibrant, urban space that truly connects to young audiences?
Because Theater Utrecht's audience is so diverse, we spoke with people with very different relationships to theatre – from those who never go to those who attend forty times a year. We wanted to understand how people experience theatre, what it means to them, and what keeps them from going. What did we find? Most people don’t stay away out of disinterest – theatre simply isn’t part of their routine. They don’t feel invited at the right moments, find the offer unclear, or feel out of place in the theatre world. At the same time, we saw how powerful theatre can be as a space for reflection and connection. The issue wasn’t the content, but the way it’s shared and experienced. Together with the team, we reimagined the entire process. We created a strategy where the audience is included from the very beginning. Productions become part of a shared journey – with room for co-creation, experimentation and encounter. This is how we build a theatre company that resonates with the present.
We developed a strategy that transforms Theater Utrecht into a cultural community – a place you want to be part of, not just because of a performance, but because you feel connected. Themes become the starting point for a wide range of activities – from podcasts and open rehearsals to dinners and afterparties. The theatre becomes visible in everyday life. At the heart of this approach is ‘slow production’: a flexible way of making in which the audience is involved early on. This lowers the barrier and builds curiosity. Together with the team, we shaped this process and supported the onboarding of a new creative producer to embed the approach within the organization.
We designed a new production process with corresponding tools, roles and formats. Each theme is handled by a multidisciplinary creative team responsible for all related outputs – from the performance to the surrounding context. Makers from different fields – podcasting, scenography, community building – translate the artistic idea into a rich set of experiences.
We also developed a fresh visual identity and a new website aligned with the strategy. The branding is bold, welcoming and contemporary, giving space to stories and makers of today. The website acts as a dynamic meeting space for audience and company – not just around the show, but all year long.
Each theme becomes an ecosystem of encounter, experimentation and meaning.
We remain closely involved in the implementation of this new strategy. Theater Utrecht is gradually rolling out the new way of working, with encouraging responses from both audience and makers. The new approach fosters a deeper connection with the public, greater artistic freedom and increased relevance in the city. Together, we’re building a theatre company that doesn’t just perform for the city, but truly belongs to it.
