BRANSON, MISSOURI, USA

Client City of Branson
Project Theatre Industry Strategic Action Plan
Year 2024-2025

CHALLENGE

Branson’s live entertainment sector is one of the largest of its kind in the United States, with dozens of venues and a long-standing tradition of family-friendly theatre, music, and comedy. However, the industry faces a series of structural challenges such as fragmented collaboration, rising production costs, inconsistent data, shifting visitor preferences, and the need to adapt to modern marketing, content formats, and consumer behaviours.

Recognising the need for a coordinated approach, the City of Branson commissioned Sound Diplomacy to support the development of a strategic action plan for its theatre sector, the first of its kind in the city.

strategy

Sound Diplomacy conducted a thorough examination research and consultation process to understand Branson’s current theatre ecosystem and future potential. Key components included:

  • A comprehensive asset map and economic profile of Branson’s theatre sector

  • Interviews and focus groups with venue operators, tourism stakeholders, and local government

  • Benchmarking with comparable tourism and entertainment destinations across the US

  • Policy review and a gap analysis of funding, talent, and infrastructure needs

The resulting Theatre Industry Strategic Action Plan offers a roadmap to strengthen Branson’s entertainment identity, build resilience, and enhance cross-sector collaboration.

findings & outcomes

  • Data-informed planning: First-ever consolidated data on venue capacity, audience trends, ticket pricing, and employment across Branson’s theatre sector.

  • Clear strategic priorities: Seven strategic goals and 31 actionable recommendations focused on content innovation, workforce development, visitor engagement, and long-term sustainability.

  • Industry coordination: Proposed the creation of a Branson Theatre Alliance and other mechanisms to increase trust, data-sharing, and marketing alignment across venues.

  • Brand refresh opportunity: Identified a need to evolve Branson’s cultural brand and better connect with younger audiences and modern travellers.

  • Path to implementation: A phased implementation plan was developed, aligning recommendations with available funding, stakeholder capacity, and policy windows.

The action plan now provides the City of Branson and its partners with a shared vision and practical tools to support the long-term health and impact of its theatre industry.