by Michael Paul Hirsch, Executive Director

Over the past year, hundreds of SBMT patrons shared what they value most, and their responses are directly shaping our upcoming seasons and audience experience. I thought I would share a few interesting insights.

Our core audience continues to be local, long-time supporters, while our fastest-growing segment is a younger, more diverse community. This is why we are expanding outreach to schools, senior communities, and local service organizations, to ensure SBMT remains welcoming, relevant, and reflective of the South Bay.

The vast majority of you come to see all of the main stage productions we do every season. The top categories of shows you said you want to see, in order of likelihood to attend, include:

  1. Classic Golden Age
  2. Contemporary Broadway
  3. Diverse Cultural Themes
  4. Jukebox
  5. Lesser-known/Hidden Gem
  6. Concert/Revue or Compilation

What was especially encouraging is that our upcoming productions align directly with what you told us you want to see. From beloved classics like South Pacific to contemporary hits like In the Heights, and unique offerings like On The 20th Century, we think you’re going to love what’s coming next.

Many of you expressed a preference for earlier matinee and evening performances. While our current schedule remains the same for this next season, largely due to the realities of a cast navigating Bay Area work schedules and traffic, we are exploring ways to pilot earlier start times in the future.

If you’re considering a season subscription (subscriptions for the 2026-2027 season go live in April), I’m pleased to share that the most requested benefits from the survey are already included: up to 25% savings, flexible exchanges, and early access to the best seats. Getting a subscription is the easiest, most flexible, and most inexpensive way to see our entire offering. 

One of the most important insights we uncovered: while over 75% of respondents support arts organizations financially, only about half currently donate to SBMT. That tells us there is both an opportunity and a responsibility for us to better communicate our impact and earn your support. We want every patron to understand the importance of supporting your local community theatre so that we can continue producing high quality, live musical theatre right here in the South Bay.

When asked what motivates you to donate your time, treasure, or talent to the arts, the vast majority stated you have a passion for the arts, understand the positive impact to the community, have a personal connection to the organization, and enjoy the tax deduction.

Most respondents go to events with a significant other or friend. The types of events most of you  enjoy attending are:

  1. Musicals
  2. Plays
  3. Movies
  4. Festivals or fairs
  5. Classical music or symphonies
  6. Community or cultural events

Lastly, we asked some open-ended questions about why you appreciate SBMT. These are the most dominant themes:

  • High quality professional-level productions & performances with local talent & a luscious live orchestra
  • Feeling part of a community spanning over many years that supports local artists
  • An intimate venue that’s close to home, easy to access, with free parking 
  • Love of musicals from classics to newer shows

We also heard constructive feedback, particularly around achieving the right balance between the live orchestra and vocals. You told us you wanted more restrooms, so the City of Saratoga has granted SBMT access to the Senior Center next door, reducing intermission congestion and improving your overall experience.If there’s a show you’d love to see, a program we should explore, or a way you’d like to get involved, whether as a patron, donor, or volunteer, I’d love to hear from you. SBMT is your theatre, and we’re building it together.