Adam at Mission Paradox Blog edition.
And let me just add this: it's a self-defeating search. You need whales to fund your theatre, so you cater to the whales, who are (more likely than not) going to be more conservative than the audience you want to get. So you wind up with an audience that reflects your whales not your community. Which means you have less support and need your whales more, and more of them. So you do more theatre that reflects the taste of your whale. And then wonder why the audiences are shrinking.