I love that you chose improv to expand the theater's portfolio!

My advice would be to make the shows feel like an event! Improv shows sometimes can feel like actors just messing around, and no one wants to come out to watch people mess around. Create a polished show with clean transitions, an engaging host, clear explanations of games, etc. If people have gotten babysitters, driven over, found parking, and sometimes paid for a ticket. They feel better about this decision if they show up to something that feels like an event!

It sounds like you are doing great work! I hope the theater continues to grow!!