Members of the Youth Arts Councils from Goodman and Steppenwolf Theatres in Chicago, and Berkeley Rep in California, will lead a discussion examining how theaters can become a viable – and desired – form of entertainment to young people ages 16-22, and why should this age group be a priority for theatres in America? During this session, we will delve into issues ranging from financial accessibility and creative marketing to community outreach and teen leadership. In addition to forming strategies on how to reach this elusive age group, we will debate the importance of a young adult audience in the modern theatre. As subscriber bases diminish and theatres across the country struggle to attract a wider age and racial demographic, the young adult age group will prove vital. By planting the seed at an early age and investing in this age demographic, theatres can reinvent the subscriber model and foster a new approach to engagement and ticket buying.