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Colonial Theater board hears Quarter 1 marketing setback, solid Quarter 2 lineup
Summary
Board members heard that Quarter 1 ticket sales were light after changes to Meta advertising algorithms, that Spectacle reports stronger Quarter 2 sales and confirmed bookings including LRCC commencement and a Concord Hospital Trust event in late May.
The Colonial Theater Advisory Board on April 15 received a quarterly update from Pete Lally on operations and marketing. Lally said Quarter 1 was “on the lighter side” and attributed weaker sales to seasonal trends and a change in Meta advertising algorithms that disrupted promotion, and he reported that adjustments by Spectacle have led to improved sales in Quarter 2. The board was told that LRCC will return for its spring commencement, the Huot Center and several Laconia Schools will use the venue, and Concord Hospital Trust has rented the space for an event in late May.
Board chair Jared Guilmett recommended Spectacle develop a rental package tailored to non-theatrical users, noting the current performance-focused package and associated costs could discourage rental by groups with minimal theatrical needs. Robert Salome noted patron feedback that show start times are often too late, and Lally said some artists set 8 p.m. starts while audience preference at other venues has moved toward 7 p.m. The board did not take a formal vote on programming changes but discussed options to broaden rental appeal and adjust scheduling where feasible.
