Abraham Maslow's hierachy of needs theory suggests that human needs can be categorized into five distinct levels; physiological, safety, belonging(social), self esteem and self actualization. Maslow theorised that each of these distinct level of needs must be satisfied before moving in a upward notion. Physiological(biological) needs are innate to human in order to survive and they include food, water, shelter and sex. Once these needs are satisfied the next level of needs are activated; safety needs are defined as security, stability and freedom from fear. The third level in Maslow's needs theory is belonging(social), which includes friends, family, spouse and lover. Self esteem comes after and is recognised as the need for achievement, respect, mastery and recognition. The last level in Maslow's needs theory is self actualization which consist of one's needs to pursue their inner talent, creativity and fulfillment. (Maslow 1970)
The experience from the Auckland Theatre Company (ATC) is directly related to Maslow's hierachy of needs model in which ATC uses the model while marketing their product so as to satisfy the consumer's needs according to each level. Because the theatre experience is widely regarded as a secondary need therefore ATC's utilization of the model begins from the need for safety. Part of feeling safe and secure when attending an ATC production also lies in the ease with which the consumer can park and physically get to the theatre as explained by Helen Bartle. However because the ATC is a non-venue-based theatre the accesibility is outside of their control but instead of accepting this as a handicap they used it to their advantage by hosting the production in various location so as to provide the consumer of ATC alternative ways in accessing the play. Another key safety aspect which is recognised by the ATC is the fact that 'people often feel more comfortable going out during the day' quote Helen Bartle. This is particularly evident...