NPR had a story earlier this month about theaters’ efforts to appeal to solo attendees. Apparently the Broadway League has noted that solo attendance during 2024-2025 season was double previous years.
The NPR story focuses mostly on the Solo Seat program at San Francisco’s Orpheum Theatre being run by ATG Entertainment that provides a discounted orchestra ticket, a pre-show mixer with other Solo Seaters, and a complimentary drink.
However, they emphasize, this is not a singles night:
“This is not ‘singles night,'” said Kane. “If a meaningful connection happens, that’s a bonus. But at the end of the day, it’s really about being comfortable going solo to a show and enjoying it with people who have that same experience.”
The goal of breaking down the stigma attached to attending events alone is mentioned a numbers of times by different people in the story.
Given the implication that this may be a growing social trend, it is probably worth beginning to consider how you might market your organization to create a greater appeal and sense of welcoming for solo visitors.
