Data Drives Audience Development at Actors Theatre of Louisville
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Data Drives Audience Development at Actors Theatre of Louisville [slideshow]

Amelia Northrup | June 18, 2015 2:42 PM

Humana Festival audienceMany organizations track data on pricing, audience retention, and audience response to different types of artistic programming. But what happens when an organization looks at these categories together, holistically? That’s what Actors Theatre of Louisville did. What they found led them to begin to manage demand, cultivate audiences, and approach the strategic planning process in a completely new ways.

This is a story about how data can re-focus an organization around audiences, and how Actors Theatre of Louisville is acting on that data. Managing Director Jennifer Bielstein and ‎Jim DeGood of TRG Arts gave this presentation at the 2015 Theatre Communications Group, detailing how Actors Theatre of Louisville has translated data findings into a plan, how leadership is re-aligning around data and audience loyalty, and some initial results from their efforts.

You’ll learn:

– How pricing data revealed opportunities for revenue growth

About a new data-based approach to predict audience behavior based on artistic programming

– Which data points told ATL the most about who its audience is and how that informed strategic planning

– Simple strategies for loyalty that you can begin implementing at your own organization









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Case Study: Lyric Theatre of Oklahoma

Annual operating budget up 32% in 5 seasons

Lyric Theatre of Oklahoma 
 Photo: Joseph Mills

After a poor year for earned revenue in 2012, Lyric Theatre of Oklahoma (LTO) had rebounded and was experiencing a growth spurt. In 2013, Director of Marketing Danyel Siler had turned her attention to single tickets.

Her hard work had paid off, but season tickets were still a challenge. “Season tickets were steadily declining,” she said. “The season ticket campaign had been done the same way for years, maybe even decades. And we blamed the fall on the trend that subs were declining everywhere. Our executive director, artistic director, and I all knew something needed to change, but we didn’t know what.”

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Jill Robinson
Adam Scurto
Amelia Northrup-
Simpson
J.L.Nave Vincent VanVleet Keri Mesropov
 

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