TRG Insights


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Most recent posts:

Jul28



 Stephen Skrypec
Head of Sales and Marketing
New Wolsey Theatre
Lindsay Anderson
VP of Client Development
TRG Arts

“Our patrons won’t pay that…”

“Everyone wants to sit in this section…”

Our assumptions about what our audiences will and won’t want or do can stop us from pricing to optimize revenue for our organizations. But we don’t really know until we look at the data. Ignoring what patron data tells us about pricing can lead arts organizations to leave money on the table—money that could be sustaining their mission.

At The New Wolsey Theatre in the U.K., small changes to pricing strategy resulted in big revenue increases. In just nine months, the company reported a 31% increase in box office gross—without selling more tickets. In this free webinar, New Wolsey’s Head of Sales and Marketing Stephen Skrypec and TRG’s VP of Client Development Lindsay Anderson shared how the theatre updated daily practices and challenged prior assumptions about audiences, leading to their success. Learn how arts organizations, whether in the U.S., U.K., or elsewhere, can use pricing to drive patron behavior and revenue.

Click through to read more and view the video.


Posted July 28, 2015







Jul21

Photo by opensource.com (CC BY-SA 2.0)

Ever read an article on pricing in the arts and wish someone could translate it into plain English? There are a lot of specialized terms to describe pricing tickets to seated events and figuring out what prices should go where in a venue.

There’s no Google Translate for pricing jargon yet, but below is a basic glossary we originally published for our recent case study with Dallas Theater Center. We recently revised the list with even more pricing terms, provided by our consulting team. If you'd like to impress your box office colleagues, make your industry friends jealous with your vocabulary, or simply confuse your significant other when you talk about pricing, read on. 


Posted July 21, 2015







Jul15

 
 William F. (Rick) Lester
January 19, 1952 – July 20, 2013
Time flies. It’s been two full years since our beloved founder and my friend Rick Lester passed away unexpectedly while riding the Courage Classic in the mountains of Colorado. While it was a tragic and sad day, I’m happy to say that the firm he founded, TRG Arts, continues to thrive serving arts and cultural organizations with data-driven strategies that get results. A strong legacy he’s left, indeed.

Results. Data. These are concepts that Rick prioritized early on in his work in the theme park business and with orchestras in Cincinnati and Cleveland. Over time, that work became the firm, TRG Arts. Today, built on that work, the TRG team serves hundreds of clients in four countries across the performing arts and cultural spectrum.


Posted July 15, 2015







Jul06

31% one-season increase in box office gross

Photo by Mike Kwasniak.

In 2014, the New Wolsey Theatre was re-examining its financial picture, focusing on its earned vs. contributed income streams. Like many theatres in the United Kingdom, government funding still accounted for a significant proportion of their revenue. Over the three years prior, they had received moderate funding cuts totaling approximately £50,000 (around $79,000 U.S.).

 

Located in Ipswich, Great Britain, the midsized regional theatre produces a spring and autumn season, as well as a Christmas show, with a mixture of both home produced and touring product. Many of the productions were selling well, which left Head of Sales and Marketing Stephen Skrypec wondering what the theatre could do to grow earned income.

 

Stephen: We’d become as efficient as we could in the rest of the business; the only place to reduce spending was in artistic and we really didn’t want to do that. For earned revenue, I had done standard things I felt I could do—making sure there were more tickets available at the top price and making sure every single seat was sold when it could be sold. I’d gotten to the point where I’d done all I thought I could do to maximize revenue. What do I do now?


Posted July 6, 2015







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