Outside of cities like New York or London, theatre companies typically need their locals to stay in business. They sometimes rely on popular traveling acts, or shows, for their main revenue stream (from Jerry Seinfeld to Phantom of the Opera). But, in between these, there's a way to use original productions to create some buzz for your theatre, and generate interest from locals, alongside tourists or unlikely theatre-goers. Include in each production personality aspects of your town or city using unique characters that represent the local community. Characters that represent aspects of your locale such as different income levels, politics, religions, ethnicities, sexual orientations, etc. etc.. Include local topical news/issues to make it even more relatable to locals and interesting to an audience of outsiders. Try having an overall comedic theme with some of these shows; this gives you more leeway to be controversial without being considered offensive (a small degree of controversy will bring in new audiences). This strategy of having a representation of your town or city in each show (if edgy but not too offensive), will put a spotlight on your theatre with tourists, and encourages locals to at least "take a look". You could even try known productions and offer your area's unique humor and take on "Cabaret", or "A Streetcar Named Desire". If done well, these types of shows should attract a much broader audience, and the novelty of them could lead to years of future productions. You might actually give reason for a Broadway regular to patronize your small town theatre.
