What are the implications of conceiving and designing a prose season? What are the steps to be followed, and what balances must be respected to create a theatre programme? From a long time audience development studies have been warning us that putting different audiences at the centre of one’s vision and one’s way of creating culture is definitely a winning strategy to increase the number of spectators. Above all, it is a way to make the theatre a place that promotes the cultural life of the city and its territory. Through the “Stagione dei Teatri” (Theaters’ Season) of the Fondazione Teatro Donizetti in Bergamo, an exemplary case will be presented, of how the quality of the proposal and the audience’s training and education cause, as a primary consequence, the constant increase of the public and subscribers. In particular, the cultural policies and choices made will be presented, as they have permitted to expand, diversify, and promote the active dimension of the audiences, starting with the younger generations.