Voelker-Morris, Julie L.2004-10-082004-10-082002-06https://hdl.handle.net/1794/229Examining committee chair: Beverly Jones. 142 p.The purpose of this study was to describe factors that affect patron attendance at University of Oregon Theatre (UT) productions. The study included a partial literature review of effective marketing and communications trends in theatre in the United States during the past ten years (1992-2002). The study implemented a focus group of non-alumni UT patrons from the Eugene/Springfield, Oregon zip code area who seldom (two to three times) or rarely (once) attended UT productions in the past two to three theatre seasons.299676 bytesapplication/pdfen-USPerforming artsUniversity of OregonTheaterMarketingThesis