TRG Insights


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Jan22

New research reveals key data for developing museum and performing arts audiences

Produced by the Greater Philadelphia Cultural Alliance with support from TRG Arts

 

2014 Patron Loyalty Study: Loyalty By the NumbersThe 2014 Patron Loyalty Study: Loyalty By the Numbers examines the financial transactions (including ticket sales, memberships and donations) of almost a million Greater Philadelphia households, using seven years of data from 17 major cultural attractions in the region. One of the key findings of the report is that, despite the sector’s focus on developing new audiences, the erosion of current audience loyalty represents one of the most significant financial risks for cultural groups. 

The study found that less than 3% of patrons generated over 62% of total patron revenue. However, spending by this small but powerful group of patrons declined 12% throughout the study, driven by a decline in primarily donor activity/revenue.

“While expanding audiences remains critical for the long term,” said Cultural Alliance Vice President John McInerney, “Retention and engagement of current audiences may be the most important strategy for an organization’s bottom line.”


Posted January 22, 2015







Jan20


VP of Client Services
Keri Mesropov

Renewals edition

Tuesday, January 20 at 2 EDT/11 PDT

Edit: Thanks to everyone who attended this chat! Click through to read the transcript. 

Are you making the most of renewals? Each year, your most loyal patrons re-commit themselves to your organization and re-invest in the value your organization provides. In this hour-long Twitter chat with VP of Client Services Keri Mesropov and moderator Amelia Northrup-Simpson, learn what others in the field are doing and tune up your own practices around renewals.

Consult the loyalty experts and share your own experiences about:

  • when to start renewal and acquisition campaigns
  • donation add-ons and other loyalty upgrades
  • talking to first-time and long-term subscribers differently

Posted January 20, 2015







Jan14


An illustration of Seattle Repertory Theatre's "One Patron"
strategy, where SRT streamlined patron messaging and built
long term relationships across all points of interaction.

The Art of the Upgrade

For cultural institutions, the box office is not just the place where ticket orders are passively taken. It plays an active role in growing revenue by developing loyalty. Every time a patron logs in, calls, or visits to buy a ticket, the opportunity exists for them to upgrade and deepen their relationship with the organization. With the right training, the box office can become experts on how to cultivate patron relationships and keep audiences coming back for more. 

TRG President & CEO Jill Robinson presented this session at the 2015 InTix conference in Denver with Jeremy Scott of Seattle Repertory Theatre and Molly Riddle Wink of Denver Art Museum. In this session, they discussed:
- How making loyalty a priority can grow revenues
- How to build a loyalty strategy for every group within your existing audience
- How organizations can train box office staff to take on loyalty responsibilities


Posted January 14, 2015







Jan13


The Orpheum Theater at Omaha Performing Arts, 2014.
Photo by Jodi Hauptman Drannen.
Pricing strategies can have great impact on deals and revenue for both agents and presenters. In the middle of this mix is the audience and their behavior that either creates demand for your performances, or leaves you with a lot of empty seats. Jill Robinson of TRG Arts, Jackie Knobbe of APA Agency, Jeremy Ganter of Mondavi Center, UC Davis, and Joan Squires of Omaha Performing Arts discussed the ins and outs of maximizing revenue and developing audiences through pricing and scaling in this session, presented at the 2015 APAP conference in New York City.

Posted January 13, 2015







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