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Backed by research, New 42’s Russell Granet proposes a new approach to arts access

The answer to attracting younger, more diverse audiences may be less complicated than it seems.

Russell Granet (Credit: Gerri Hernandez)

Over the last 30 years, I have attended countless pre-show rosé tastings, joined LGBTQIA+ post-show discussions, stood in line for student rush tickets and endured endless targeted social media promotions. All of these tactics had the same goal: to attract and diversify a new and younger theatergoing audience. These initiatives are all costly and labor-intensive, but the question is: Are they successful?

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