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Purpose

Considers the ongoing success of Chicago theatre TimeLine, outlining its two‐pronged business strategy

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments.

Findings

There are many people in the arts world who would tell you that the sector currently is having a tough time. Fewer people patronize the arts, they might say. Donations have dropped. People are apathetic. Seats are empty. But then there is Timeline, a Chicago‐based theatre company, with a very different story.

Practical implications

Provides inspiration for anyone in arts management, or in start up businesses more widely.

Originality/value

Outlines a successful start‐up strategy from the theatre world.

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