Branson Theatre Industry Study

About Sound Diplomacy:

Sound Diplomacy is the global expert in developing long term and self sufficient music strategies. We have worked in over 40 countries and with over 100 clients, spanning public, private and third sectors, such as the Greater London Authority, Walton Family Foundation, Arup, the Cities of Vancouver, San Francisco, Cardiff, and the United Nations.


We are proud to be working with the Branson/Lakes Area Chamber of Commerce and CVB to develop a comprehensive live music strategy to strengthen Branson’s theatre industry health.

Through our work, we will help Branson assess and understand the theatre ecosystem in Branson, evaluate its economic impact, build smart strategies for ecosystem growth, and identify assets and opportunities.

Sound Diplomacy will develop this assessment and strategy through a comprehensive process, including infrastructure mapping, stakeholder engagement, extensive comparative analysis, and economic impact assessment, ultimately designing a roadmap to strengthen and grow the theatre ecosystem in Branson. Sound Diplomacy will visit Branson to conduct roundtables and expert interviews and launch an online survey that is accessible to all stakeholders, including the general audience.

This website will be updated regularly, with reports on what has been done, what is planned, key dates, and an opportunity for you to comment on the process. If you’d like be kept abreast on the work, please contact us below to get updates straight to your inbox.  We will alert you when new pieces of research or participatory surveys are published online.

What we are here to do:

  1. Marketplace Analysis: Review and assessment of local theatre industry; asset mapping of live music and theatre industry infrastructure; Stakeholder engagement through online survey, roundtables and interviews in Branson

  2. Economic Review & Impact Assessment: Economic Impact Analysis of the theatre sector and microeconomic analysis.

  3. National Trends: Comparative Analysis of Branson’s theatre industry with comparable cities and regions in the US.

  4. Live Music Strategy: Development of strategy for managing, assessing, evaluating Branson’s theatre industry. This report will include key recommendations and potential strategic policies to promote Branson as a leading live music theatre city.

Key next steps:

  • October: One week study visit to Branson to conduct interviews and roundtables

  • October - November: Launch of online survey

Overall timeline:


Step 1

Market Place Analysis, Comparative Analysis & Asset Mapping

July - December


Step 2

Study Visit and Online Survey

October - December


Step 4

Economic Review and Impact Assessment

October - December


Step 5

Development of the Live Music Strategy

Q1 2020

Meet the Team:

Project Lead: Lucas Knoflach, Senior Project Manager

Lucas is a Senior Project Manager at Sound Diplomacy with 9 years of experience in the music, cultural and creative industries sector. Amongst other projects, he co-wrote an analysis of the digitization processes of the music- and creative industries sector for the Berlin Senate Department for Economics, Technology and Research, organizes the Music Cities Hackathons, worked on several music strategies such as for the City of Lausanne and the region of Northwest Arkansas and has managed several events (Germany at SXSW, BIME, Reeperbahn Festival,...) for Sound Diplomacy. Lucas has spoken at conferences such as MUTEK Montreal and BIME in Bilbao and holds a Master degree in Marketing & Media Management from the Stockholm School of Economics and a Bachelor degree in International Business from the Vienna School of Business and Economics.

US Lead: Michaela Marchardt, Senior Project Manager

Michaela is a Senior Project Manager at Sound Diplomacy with 15 years of experience in market research and strategic brand planning for the tourism and city government sector. She is an expert at creating focused and differentiating business strategies that give clients a competitive advantage and distinct image. She is passionate about music and entertainment culture and writes music and festival reviews on the side. Michaela holds a Master’s Degree in Communications & Advertising from the University of Tennessee and teaches college student workshops on research and brand development during the summer. At the moment, she is working on music city strategies for St. Johns County, Florida and Branson, Missouri.

Please contact us if you require any further information.