symphony
Dec13

The story of 3 arts organizations


Subscriptions succeed in 2016

Despite widespread reports of the subscription’s decline, these loyalty programs continue to generate a large amount of revenue for performing arts organizations. Knowing what we know about audiences in 2016, what strategies are proven to help the subscription succeed? TRG Arts is proud to bring you the stories of three arts organizations that have defied conventional wisdom by growing subscriptions:

  • The performing arts center with an already-strong subscription base…whose focused campaign has grown new subscription revenue by 36% over the last two years.
  • The theater that was selling more and more small packages each season…which upgraded 20% of their small package subscribers to full packages.
  • The orchestra whose subscriptions had been in decline for years…whose upgrade and renewal rates are now the best they’ve been in recent memory.

Their secret? A simple, radical idea: when you commit to selling subscriptions, arts lovers will subscribe.


Posted December 13, 2016







Jun21

Jill Robinson at the 2016 League of American Orchestras conferenceA patron’s loyalty is built step-by-step with each interaction with your organization. Each purchase and each donation is an indicator of the affinity that patrons feel for the organization. The problem in the evolution of patrons often occurs in the hand-off between marketing and development.

In this session, presented in 2016 at the League of American Orchestras Conference, Jill Robinson and Lindsay Anderson discussed patron segmentation strategies and proven practices for closing the gap between subscribers and donors.


Posted June 21, 2016







Jun14

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.


Posted June 14, 2016







Dec03

$45,800 in additional revenue from upgrade campaign


The 2015-16 season marked CSO’s 125th anniversary.
CSO saw the occasion as an opportunity to invite
patrons to upgrade their subscriptions
.

Chicago Symphony Orchestra (CSO) was preparing for their 125th anniversary season. Subscription sales had been strong in previous seasons, but staff wanted to increase the number of subscription units sold. (At CSO, a “unit” is defined as one ticket to a concert.)

While working with TRG on their annual subscription campaign plan, CSO identified their 125th season as a cause for celebration—and an opportunity to ask patrons to invest more in their subscriptions. Jennifer Colgan, CSO’s Marketing Manager, Patron Retention, made a plan to ask renewing patrons to upgrade. An “upgrade” is the right next step for a patron, whether it’s adding on a series, moving into a larger package, or moving to a more premium seating section.

“We shouldn’t—and don’t—underestimate the loyalty of our CSO Main subscribers,” Jennifer said. “If given the opportunity to go to more concerts, they’ll go. If we communicate the opportunity to go to more concerts and the benefits price-wise, then they will buy more. The 125th anniversary was a major opportunity.”


Posted December 3, 2015







Jun30

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

I recently sat in on a presentation at the League of American Orchestras conference entitled “The Future of the Orchestra Subscription Model.” The League is working in partnership with Oliver Wyman to study declines in subscription sales by analyzing transactional, survey, and buying simulation data.

I’m so pleased to see the attention that the topic of loyalty programs has been getting recently. Some of the best investments that arts organizations can make are in repeat attendance and cultivating patron relationships. At TRG, we’ve long been an advocate for loyalty programs, particularly subscription. It’s not just because we’re stubborn. We follow the data and we see organizations who invest in loyalty succeeding.


Posted June 30, 2015







Sep06

TRG Arts has been busy teaching this summer on the road and on the web. We’ve rounded up our most recent insights from last month below, in case you missed anything:

The Art of the Upgrade

President Jill Robinson gave a webinar hosted by Blackbaud last week about increasing patrons’ investment in and loyalty to arts organizations through upgrading.

“The best way to increase loyalty is to ask the patron to take the right next step with you. That’s what we call upgrading,” Jill said. “That right next step is different for each patron. And the right next step is informed by information in your database.”

The most recent version of this webinar is now available here.

Slides from the presentation:
 

Posted September 6, 2013







Aug15

This presentation was given by Anita Hansen of TRG Arts and Charlie Wade, consultant and former director of marketing, Atlanta Symphony at the 2013 Association of California Symphony Orchestras Conference.

Description: 

Talk about a changing universe! What does the future hold if subscriptions are truly a thing of the past? Current thinking postulates that a long-term decline in audience commitment is inevitable. A meteoric shower of “one-time” promotions and discounts – crowdsourcing, Goldstar, Fill-A-Seat, Living Social – has captivated the general public and given us options for filling our venues. But is this solution sustainable? Let’s assess the situation and determine if belief in accepted prevailing societal trends will lead to an ever-downward spiral to obscurity. Identify the “hidden” and unique performance assets you already possess to cultivate patron loyalty and grow participation. Perhaps there’s a way to re-create a winning game with new awareness of how to play.


Posted August 15, 2013







Apr28

71% New Subscription Net Revenue Increase

Chicago Symphony Orchestra saw a 71% new subscription net revenue increase


Chicago Symphony Orchestra (CSO) had a strong subscription program overall. “The CSO has a very loyal subscriber base—once we bring them into the fold, they stay with us,” Kate Hagen, Marketing Manager, Patron Retention, said. Hagen and her colleagues had created a comprehensive program which had successfully retained both long-term subscribers and those in their first few years at rates well above industry averages.

For example, the CSO created the Surprise and Delight program for first year subscribers, which involved surprising them at their seats with a personal “thank you” from a staff member and a small gift like a CD or drink coupon. In 2011–12, 65% of first time subscribers renewed. (TRG finds that this group typically renews at just 50%.)

Posted April 28, 2013







Mar22

Doubled Subscription Revenue


Music Director David Alan Miller conducts the ASO. Gary David Gold Photography.
Music Director David Alan Miller conducts the ASO.
Photo by Gary David Gold Photography.

By 2010, the Albany Symphony Orchestra (ASO) had experienced a steady decline in subscribers over seven years. During the 2009–10 and 2010–11 seasons, ASO had implemented an idea popular in the orchestra field of growing new subscriptions by offering them at half price. Units increased significantly. However, per-ticket revenue declined and renewal rates were poor. 


Posted March 22, 2013







Apr01

Matching Fund Campaign Success


Louisiana Philharmonic fundraising appealLouisiana Philharmonic Orchestra (LPO), like many organizations on the Gulf coast, faced an uncertain future after Hurricane Katrina struck in 2005. By May 2011, TRG had helped the orchestra re-establish a home base, grow patronage in outlying parishes, and reconstruct a database that was no longer reliable in post-Katrina New Orleans (see part one). By revamping their marketing practices, LPO’s subscriber base now exceeded pre-Katrina levels. The next priority was turning the new customers into donors.

Potential for growth.

Successful marketing campaigns had grown the prospect pool substantially; from 2006-07 to 2009-10 there had been a 28% increase in subscriber records and 99% increase in single ticket buying households. The Orchestra now had a large pool of prospects to solicit for donations. 

Posted April 1, 2012







Jan07

Post-Katrina Comeback


Louisiana Philharmonic's ResultsLouisiana Philharmonic Orchestra (LPO), like many organizations in the Gulf coast, faced an uncertain future after Hurricane Katrina struck in 2005. By 2009, New Orleans had seen its population start to stabilize.  However, LPO’s patron base had not rebounded as quickly as the city it serves.  Attendance was 26% below pre-Katrina levels. The Orchestra still faced significant challenges:

Performance home destroyed.

Katrina wiped out LPO’s home, the Orpheum Theatre.  By 2009, LPO was still performing in various churches in New Orleans and the surrounding parishes, getting only a few dates in the restored Mahalia Jackson Theater for the Performing Arts, located in Armstrong Park.

Posted January 7, 2012







Jan21

2008 Arts Industry Holiday Performance Report, results of a first-time tracking poll that surveyed arts and cultural organizations about their 2008 holiday performance and event revenues, produced with Patron Technology by TRG Arts, January 21, 2009.

Posted January 21, 2009







Oct23

Los Angeles Market Segmentation Study, an arts and culture consumer profile prepared by TRG for the Los Angeles County Arts Commission, October 2008.

Posted October 23, 2008







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