Risky Theatre? The influence of festivals on the risk perception of theatre.

While theatre performances in traditional venues seem to attract specific segments of the population, theatre performances during arts festivals have been gaining in popularity. A lower perception of risk seems to be attracting attendees to festivals more than to traditional theatre venues. We find that arts and theatre festivals are more accessible to consumers because they provide lower perceived levels of risk in terms of satisfaction, and the social, psychological and economic components of experience. Surveys of arts and theatre festival visitors in the Netherlands show that by reducing risk in these areas, festivals can attract an increased and more diverse audience. Respondent participation in arts and theatre festivals affected to some extent their appreciation of theatre, the perceived value of the performance and their overall perception of risk, ultimately leading to increased theatre attendance. Theatres can, therefore, use festivals as part of their strategy for audience expansion and development.