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26 n e w h a v e n B I Z | S e p t e m b e r 2 0 2 1 | n e w h a v e n b i z . c o m W elcome to the club. Long Wharf eatre has joined the growing number of arts-and- culture nonprofits turning to "membership" business models that would make them more adaptable to changing COVID conditions and more accessible to a wider audience. e New Haven theater, entering its 56th season, has ditched the subscription model and will now ask its fans for $10-a-month memberships, which will support the the- ater's community-centric mission and allow members to purchase tickets whenever they wish for a discounted price of $35 along with other perks. Nonmembers will still be able to buy sin- gle tickets for any show or event, but now at a single price of $55, instead of the theater's previously tiered pricing structure for vari- ous days of the week and seating locations. Long Wharf will also give people the ability to become members at any time of the year, instead of a limited subscription buy-in period at the start of every season, thus creating a year-round opportunity for cash flow. For many people, says managing director Kit Ingui, the high-priced, subscription model was seen as a financial barrier for theatergoing. "[e membership model] is how we're now going to build our audience," she says. "Most of us don't have $400 for subscrip- tions every year. But memberships for just $10 a month allow people to see any show for a much more accessible price point and supports our community mission because there's much more to Long Wharf than just the shows you see on our stage." Changing habits Since the regional theater movement began in the 1960s, the subscription model A r t s & B u s i n e s s Long Wharf, like other theaters, ditches subscriptions, turns to membership model By Frank Rizzo Last Modified Art Director Copy Writer 1" = 1" None Trim CT Commercial Lending Print Layout None Project Bleed Project # Document Name 21-LBB-0045_FY21_CL_NHBJ_10x6.75_M1_V2.indd 21-LBB-0045 Version # M1_V2 BB NB JC Colors In-Use Fonts and Linked Graphics Forma DJR Deck Regular DIN Condensed Light Forma DJR Display Bold Cyan Magenta Yellow 10" x 6.75" User Printer Output Date 7-15-2021 7:59 AM Becky Bowman None 7-15-2021 7:59 AM Mech Scale Print Scale Mechd By: BB RTVd By: None M1_V2 For nearly 200 years, Liberty Bank has been behind companies that think big. We provide commercial loans, mortgages, and working capital lines of credit that can be tailored to meet your business's current needs and those in the future. Loans for $1,000,000 and up. Scan the QR code to call a Commercial Lending Officer today or visit liberty-bank.com/ct-commercial-lending to find a local lender. Loans, lines of credit, owner-occupied and investment mortgages up to $50 million. All loans are subject to credit and underwriting approval. Member FDIC Equal Housing Lender Seven-figure business loans for million-dollar ideas. Liberty Bank was part of a multi-bank fi nancing deal behind Goodwin University's acquisition of the University of Bridgeport in May 2021. CP26054_21-LBB-0045_FY21_CL_NHBJ_10x6.75_M1_V2.indd 1 CP26054_21-LBB-0045_FY21_CL_NHBJ_10x6.75_M1_V2.indd 1 7/16/21 5:05 PM 7/16/21 5:05 PM PHOTO | CONTRIBUTED