This case study examines the efforts of the  Steppenwolf Theater Company  to turn single-ticket buyers into repeat visitors. It is the product of multiple interviews with key staff and analysis of program elements, budgets, and planning documents.

The report draws on a multifaceted base of data and evidence collected over a period of several years, including ticket purchases, online activity, and participation in a broad array of programming. It also includes qualitative and quantitative research undertaken by independent consultants and the organizations themselves to inform program development and to evaluate results.