‘Free at Segerstrom’ program wraps season; staff outlines outreach, next-year changes

Art Specialist Miss Gardner presented the final report for the Free at Segerstrom Center campus program on June 5 and summarized outreach strategies, attendance patterns and proposed changes for the next season.

Gardner said the program’s remaining tickets for the final show were claimed and that many participants attended multiple shows during the season—some attending eight to ten shows—obscuring a single-measure attendance total. She said most ticket users (about 80–85 percent) were Costa Mesa residents but that some attendees came from neighboring cities.

To increase equity and varied attendance next season, staff proposed publishing a full October–June calendar of roughly 30 shows in advance and limiting the number of shows each household may reserve so more residents can access performances. Gardner said staff will reserve some early access for nonprofit partners and would use targeted outreach—including social media and city newsletters—to improve awareness. She said the city negotiates discounted admission or in-kind tickets with nonprofit partners and that partner organizations often provide reduced rates.

Commissioners asked whether partners could donate tickets instead of receiving payment for them; Gardner replied that most presenting organizations are nonprofit and that some provide discounts or waivers but that the city currently budgets to pay for the program. Commissioners also asked for demographic or organizational detail about ticket recipients; Gardner said she collects ZIP code and organization information and can provide more detailed breakdowns on request.

Staff said the program will experiment with a capped allotment for participants, improved calendar visibility and additional promotional outreach for the coming season.