Building theaters people want to return to.
Marketing leader, strategist, and audience builder
ANDY BUTTERFIELD
Growing Demand. Increasing Value.
Key Performance Indicators
Selected audience development and growth metrics from Weston Theater Company (2022–2026)
Strategy: Partnered with Artistic leadership to align performance run length with projected demand, creating stronger house utilization and a more dynamic shared experience for audiences and artists alike.
Strategy: Modernized pricing strategy through dynamic pricing and more responsive inventory management, increasing both ticket value and overall revenue performance.
Strategy: Prioritized audience experience as a core institutional value–strengthening hospitality, comfort, and emotional connection alongside artistic excellence.
Strategy: Reduced friction to point-of-sale. Reimagined subscription pricing through a flexible Pick-Your-Price model that expanded accessibility, increased premium pricing participation, and supported sustained subscription growth.
Hi, I’m Andy.
I’m a marketing leader and strategist who loves bringing people, ideas, and systems together.
I believe the best performing arts organizations feel deeply human. They are full of energy, trust, belonging, and shared ownership. My work combines storytelling, audience insight, strategic thinking, and experimentation to help build experiences people want to return to.
I’m especially interested in the patterns hidden inside audience behavior and organizational data: the clues that help solve problems, strengthen connections, and create fuller houses worthy of both the artists onstage and the communities gathering together around them.
Alongside my work at Weston Theater Company, I created Arts Official Intelligence, a resource for arts admins to explore practical, human-centered uses of AI in the arts.
