In this conversation, Darnelle Radford and Mitch Weiss explore the complexities of the theater industry, discussing the importance of recognizing excellence through awards, the challenges of engaging audiences, and the marketing strategies necessary for success. They delve into the role of nonprofit organizations, the impact of grant dependency, and the future of theater as a for-profit venture. The discussion highlights the need for a deeper understanding of the audience and the importance of promoting not just individual shows but the theater community as a whole. In this conversation, Mitch and Darnelle explore the complexities of branding and audience engagement in the theater industry, particularly for nonprofits. They discuss the importance of clear communication and visibility, the challenges of subscription models, and the unique branding needs of smaller theater companies. The conversation also touches on the evolution of Broadway, the impact of the pandemic on audience selectivity, and the necessity for theater companies to have a clear mission and purpose to thrive in the future.