Boom. Right? There’s the necessary checks and balances to retain patron privacy and list autonomy. But even League member theaters who have *not* been tracking data will now be able to use this pre-built and pre-calibrated system as part of their League membership. As someone who both knows how to build a versatile database but still finds his company using a big obnoxious excel spreadsheet for this task, I say yay.
Theoretically, the big list would allow for the tracking of deep patron data – such as city-wide theatergoing habits of individual patrons. This would be a massive first step for small storefront theaters who are trying to gather real, actionable marketing data.
On a large scale, it’s also conceivable that this kind of data gathering could really shed light on exactly how big the Chicago theater-going audience is – and how big it needs to be to support operating companies.
You can read more at the League of Chicago Theatres blog.