La Mirada : Theater Promoters Hired

A private telemarketing firm has been hired again to promote sales of the La Mirada Civic Theatre’s Broadway Season subscription tickets. Tom Mitze, director of the civic theater, said the marketing approach has been a big success, pushing sales of ticket subscriptions from 1,200 in 1983 to 1,894 last year.

This year’s subscription series includes five Broadway shows that will run from November to May, 1988. The cost for one seat to the five shows through the subscription offer will range from $62 to $97.50. La Mirada residents receive a 30% discount on subscription seats.

Mitze said the marketing firm of Steven Dunn and Associates was rehired because “they’ve shown they can get people into our theater.� The marketing approach relies heavily on reaching potential buyers by telephone. It also makes it easier to reach past subscribers, who make up a bulk of the sales.

Because the company is paid largely on a commission basis, the exact cost of the contract will not be known until the sales campaign ends. Last year, Mitze said the city paid Dunn and associates $57,979 after generating $129,246 in total sales.