07.13.2016 Webinar: Christmas in July
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TRG Blog: Analysis from TRG Arts

07.13.2016 Webinar: Christmas in July

| June 14, 2016 10:37 AM

Turn up the heat on the holidays

Forget about Independence Day. Start thinking about Black Friday.

If not, you could be missing out on your biggest opportunity of next season.

The holiday season starts NOW for arts managers. Don’t let the heat of summer lull you into thinking holiday shows sell themselves—there’s a lot to do. It’s time to dust off and refresh your marketing plan for The Nutcracker, A Christmas Carol, your holiday concert, or whatever hot ticket event you have this December.

In this free one-hour webinar you’ll hear from arts marketers like you who have maximized their holiday programming and gone on to break revenue records. Just when these arts administrators thought their perennial programming couldn’t garner any more, new highs were reached. These experts as well as the consultants from TRG will share the newest best practices for turning up the heat on the holidays.

In this webinar, you’ll learn:

-        What, when, and how often: how to optimize campaign timing and frequency, and content strategies for an event that’s repeated annually

-        Why a good marketing campaign is nothing without a pricing strategy that allows revenue goals to be met--or exceeded. We’ll explore how the two work together for high-demand programming.

-        The importance of realistic budgeting and revenue projections as well as the basics of matching revenue expectations to historical data

Your panel of experts:

Steve Knight, Actors Theatre of Louisville
Jennifer Weissman, Boston Ballet
Scott Belford, Charlotte Symphony
Keri Mesropov, TRG Arts
Jim DeGood, TRG Arts


Webinar video

We encountered some issues in recording this webinar. However, we've re-capped and expanded the content from the original webinar in the videos below.  We have Actors Theatre of Louisville and Boston Ballet's sections recorded in the videos below. 

Actors Theatre of Louisville's dynamic pricing success

Boston Ballet's record-breaking Nutcracker




Webinar slides:



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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.”

Read More>>


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

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