TRG blog: New Voices on Analysis from TRG Arts
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TRG Blog: Analysis from TRG Arts

New Voices on Analysis from TRG Arts

Rick Lester | August 1, 2011 4:52 PM
Since my first post in April 2010, I have attempted to address many of the major issues confronting arts managers today. The goal has been to offer insight drawn from our continuing study of patron data, the stories our clients tell us, and the wisdom that comes from the varied experiences that result from working with so many client organizations across North America each year (at last count, about 725!). Ours is a singularly unique vantage point from which to observe evolving patron behaviors. Our editorial standard has been to focus on fact drawn from data – not opinion. In our fragmented world, one more opinion-based blog seemed redundant.

I must confess that the success of the blog has been a surprise.  Frankly, I resisted the notion of starting it. Who, I wondered, would have an interest in the rather geeky and esoteric issues that hit TRG’s radar screen? As it turns out – quite a few of you. My travels this year have allowed me to meet many of you. I’ve been gratified by the warm reception. Moreover, the most consistent suggestion from readers has been to “post more often!” Clearly, there’s more to say than my time and the demands of regular posts permit.

So, here forward, we’re adding the perspectives of two of my TRG colleagues. I am pleased to announce that Joanne Steller and Amelia Northrup will be joining me as regular contributors to the TRG Arts blog.

Joanne, one of TRG’s veteran consultants as well as its Director of Strategic Communications, has been a collaborator and thought partner on my posts since the beginning. Truth be told, it was her idea. Now you’ll hear from her directly in posts that report on industry trends and best practices with a focus on how data informs strategies that produce results.

Amelia, TRG’s Strategic Communications Specialist, comes to us fresh from Carnegie Mellon’s Center for Arts Management and Technology, where she contributed to the Technology in the Arts blog on subjects ranging from technology to social media and streaming video. Amelia promises to push and pull our dialogue in ways that better capture the ever evolving digitalization of our methods of communicating, selling tickets and analyzing what’s happening in the marketplace.

Regardless of which of us is posting, count on TRG to provide analysis that is based on data, facts and informed observations. Be careful what you wish for. We also plan to post much more often!

We appreciate your opinions and look forward to your continued comments.


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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>>

Killer Group Sales Campaigns

A boot camp for arts marketing and fundraising leaders

Friday, August 18, 2017 
Online Workshop (11am-2pm MDT)

Do group sales contribute less than 10% of your single ticket revenues? Does your organization only sell tickets to groups reactively? Are you setting group sales goals only to fall short every year?

After subscriptions, group sales is the most important ticket-buying group for an arts and culture organization to cultivate. In this one-day session, learn how to leverage your group sales program to create a renewal base of loyal customers, while also driving new patrons to attend, all by tapping into the social networks that already exist within your marketplace. 

You’ll leave with your own, unique group sales campaign plan for next season, front-line sales strategies, and projections of what is possible for growth.


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

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