TRG webinars
Aug17

Developing arts patrons as a community

September 21 at 1 ET/10 PT



Is there too much theatre for patrons in D.C. to
support? That was one of the questions that
launched this study. Find out the answer in this webinar.
Seven theatres. 10 seasons of data. One community. Learn what this study reveals about theatre patrons and their buying and giving habits. The importance of audience development and retention shines through, in light of data analysis on how Washington, D.C. theatres are attracting and holding on to patrons. Zoom in on trends in patronage in this community, including new theatre-goers and patrons who attend multiple theatres. Learn about the clusters of patrons in this community 
who look demographically or transactionally similar. Unlock the secrets of audience behavior that may point to trends in your own community. 

Posted August 17, 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







Apr07

 Keri Mesropov,
VP of Client Services
 Jim DeGood, 
Director of Client Services

Think audience development is marketing’s job? Think again. All departments play a critical role in retaining and cultivating loyal patron relationships.

Marketing gets people in the door and cultivates them to membership or subscribership. However, a patron’s loyalty builds with each interaction they have with youfrom the first time they consider buying a single ticket, to renewing their annual fund gift—and in absolutely every interaction in between. Patron services, artistic staff, development, and executive leaders all must align their objectives with that of patron loyalty in order to make a patron-centered business model work.

Join Keri Mesropov and Jim DeGood from TRG’s expert consulting team to learn today’s best practices for creating lasting patron relationships, across departmental silos.  


Posted April 7, 2016







Sep10


The biggest takeaway from this webinar? Don't panic.
Photo: Tom Page (CC BY-SA 2.0)

Is that discount you're offering helping or hurting your organization? In this webinar, Anita Hansen of TRG Arts and Laura Beussman of Blackbaud discussed when, why, and how to discount effectively. A good discounting and package pricing strategy can drive patron behavior and help you maximize revenue for your organization. 

Watch the recording to learn how to offer discounts without devaluing your product, how to use pricing to develop patron loyalty, and how to empower your teams to recognize the right time for the right offers.

Click through to access the recording.


Posted September 10, 2015







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







May13

Loyalty, Collaboration, and Community in Philadelphia

Wednesday, May 13 at 2 EDT/11 PDT


You may know the buying and donating patterns of your own audience. But do you know how they engage with the other arts organizations in your community? And does that mean you’re in competition with them or have opportunities to collaborate?

Seventeen arts and cultural institutions in the Philadelphia area set out to find the answers to those very questions. The study they commissioned investigated the buying and donating behavior of nearly 1 million arts audience and visitor households over seven years, with interesting findings about community engagement and audience loyalty. Researchers profiled how loyal patrons were to each individual organization and tracked patterns of loyalty across the community.

Click through to read more and view the video.


Posted May 13, 2015







Feb13

Why subscriptions still sustain the arts and ways to rescue your subscription program 



President & CEO
Jill Robinson

Thanks to everyone who attended this webinar. Click through to view slides and the recording.

Let’s face it; the subscription has been uncool for years. While disruptive technologies and changing arts consumer behavior have transformed the way arts managers see their business model, the subscription has declined and stagnated. “Subscriptions are dead” is now conventional wisdom in our industry. 

But, if subscriptions were truly dead, wouldn’t they have just disappeared by now? Inconveniently, subscriptions incentivize loyalty and provide sustainable revenue that's difficult to find elsewhere in any audience-centered business model. Many organizations that have tried to innovate in this area have found themselves in a state of subscription emergency. 


Posted February 13, 2015







May29

TRG is proud to present this webinar in partnership with Americans for the Arts.


Strategic Communications Specialist
Amelia Northrup-Simpson
There's no question that the capabilities and usage of mobile devices continue to rise as technology advances. Mobile devices are surpassing desktop computers as the primary tool for accessing the web. That means new and existing audiences are using mobile devices to search for your organization, access information about it, and even purchase tickets. If your arts organization has yet to embrace mobile, you'll soon be left behind.

As more arts organizations adopt new forms of technology to engage audiences, you must evaluate your own organization's (and audience's) mobile needs and act on them. In this webinar, you will hear how organizations have used mobile in innovative (and in some cases, free!) ways. Presented by Amelia Northrup-Simpson, Strategic Communications Specialist at TRG Arts.

Americans for the Arts webinars are free to professional members and for a fee of $35.00 for non-members. Please join to attend the webinar and enjoy many other membership benefits.

Register for the webinar here.

Mark your calendar; mind your timezone: 
Wednesday, July 9, 2014 

3:00 PM EDT
2:00 PM CDT
1:00 PM MDT
12:00 noon PDT


Posted May 29, 2014







Mar20

To develop donors and cultivate patron love that lasts, you have to start with a visitor’s first paid admission. In this webinar, learn from two decades of arts patron research what it takes to make donors—and keep them. 

With each ticket sale or donation transaction, you gain important information that can help you develop lasting relationships with your patrons. The patron loyalty experts at TRG Arts, a consulting firm, say the process of meeting patrons is like a love story. 

This one-hour webinar with TRG's VP of Strategic Communications Joanne Steller will cover transactions that are turning points in your patron relationships and specific cultivation tactics that will help your donors fall in love with your organization. 

Grab your marketing, ticket office, and development colleagues to watch this informative webinar – because you all have a role to play in building donor relationships.

Posted March 20, 2014







Nov20

When the going got tough at Seattle Repertory Theatre, Director of External Affairs Katie Jackman and her team got going on a program for retaining first-time single ticket buyers – and stuck with it in the face of budget cuts, staff furloughs, and their own occasional doubts. Acting on TRG counsel Jackman and the SRT team launched their effort with getting new buyers to come again during their first season – achieving “second date” with first-time patrons. When that led to triple the retention rate among new single ticket buyers, SRT kept going. They rolled out a disciplined, purposeful cultivation effort over the next three seasons, a program TRG lauds as a model for the industry. (Read case study here.)  

Click through to watch the video or browse the slides from the webinar.


Posted November 20, 2013







Oct16

"Pricing decision-making can be subject to emotional, political, and reactive forces within an organization," TRG's Director of Consulting Lindsay Homer said in this week's webinar on pricing. "None of these forces are productive, especially if your strategy is built on fear that your prices are too high or too low or worse yet, based on assumptions about your patrons."

The webinar, entitled "3 New Rules for Pricing Right," focused on proactive ways arts managers can manage pricing strategies based on data for best results with patrons and visitors. Director of Consulting Lindsay Homer distilled two decades of TRG's ground-breaking pricing counsel and today’s dynamic technology-driven trends into a new strategic playbook for pricing right.


Posted October 16, 2013







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







Aug22

Which prospects are you contacting?

 

“Don’t ever increase your marketing budget because you want to be more aggressive. Increase it because the numbers tell you there’s more opportunity there.” 

TRG’s Will Lester prescribed this strategy and other valuable prospecting tactics in this webinar on direct marketing strategy for arts organizations. 

Click through to read the most important points made in the webinar, view a recording of the webinar and more.


Posted August 22, 2013







May08

Patron relationships matter more in 2013 because the arts landscape is  “more like shifting sand than fertile soil,” said Jill Robinson,  President, at the TRG Arts May 7 webinar, Plant Loyalty Now.   The higher the portion of patron-centric revenue is, “the more organizations need to focus on, invest in, and partner with patrons to sustain income. The webinar offered strategic tactics around starting campaigns early, building on blockbusters, and patron upgrades at every level engagement.

Did you miss the webinar? Click through and see the slides, or watch the recording.


Posted May 8, 2013







Mar01

A recent TRG survey suggests that if you’re stressed out by competing critical priorities and dealing with too many challenges to achieve them, you are not alone. The survey shows a snapshot of arts practitioners pulled in many directions – too many to focus on and still meet big objectives around patronage and revenue. 

In this one-hour TRG.Rx webinar, TRG’s CEO Rick Lester and President Jill Robinson prescribe must-do actions to get your organization on track to succeed in 2013. 

Posted March 1, 2013







Nov01

TRG’s latest work has focused on how ticket pricing and inventory management practices impact patron loyalty.  The conclusion?  Pricing – especially top-end tactics like dynamic pricing – must recognize and reflect the impact of these strategies on the loyalty of subscribers, donors, group and single seat buyers alike.  Why?  The risk of reduced contributed revenues is too great to ignore. 

In this webinar, CEO Rick Lester and President Jill Robinson offer must-know insights about the new tools, processes, and revenue results that come from placing the most loyal patrons in the best seats at the best price.

Posted November 1, 2012







Jul18

It’s summer—the time of year when an arts manager’s thoughts turn to poolside fun, family vacations and—of course—planning for A Christmas Carol, The Nutcracker, yuletide concerts and other holiday blockbuster events. Not on your calendar yet? Then you are missing a major opportunity.

In partnership with TRG Arts, New York City Ballet found ways last summer to increase revenue from The Nutcracker in December 2011, and as a result it generated an additional $1.1 million. In this webinar, NYCB’s Director of Marketing Karen Girty joins TRG’s Keri Mesropov and Lindsay Homer to detail how they did it—and how you can get your organization on track for big holiday season success.

Posted July 18, 2012







Apr18

5th Avenue Theatre in SeattleWhile some debate the feasibility of the current arts business model and look to new audiences to fill the gap, the fact remains: only 1 out of 5 new patrons come back a second time. Our problem is not new audiences; it’s increasing loyalty among the patrons we have. 

Staff from 5th Avenue Theatre and TRG detailed in this webinar how they are building a wholly new model of audience engagement centered on using passion for the arts to drive retention, engagement and revenue--and, why loyalty is the only sustainable model for revenue growth. 

Posted April 18, 2012







Nov29

President Jill Robinson, who leads TRG's counsel for museums and membership-based organizations, explains the demand-based pricing approach that has led TRG clients to sustaining revenues and lasting patron loyalty over the last two decades. Jill makes a brief presentation on the success factors for optimizing admission revenues and then takes audience questions. 

Posted November 29, 2011







Aug16

TRG Arts recently hosted a webinar detailing the $3 million success story of Vancouver’s Arts Club Theatre Company. The Q & A discussion was quite robust, and from it, I caught a glimpse of the wide range of responses and questions arts managers have on pricing and patron loyalty.

One of the most interesting questions was raised on the periphery by two different attendees: Why should subscribers get discounts and more importantly, why should we give discounts on the best seats in the house? Since we didn’t have time in the webinar to address this specific question, I sat down to get Rick’s perspective. This post features the highlights from our conversation.

Subscriptions prices should drive demand and reward loyalty.

Posted August 16, 2011







Aug03

Vancouver's Arts Club Theatre CompanyDynamic pricing, the tactic of raising prices after tickets go on sale, has often been in industry headlines these days. However, when it comes to growing revenue and increasing patron loyalty, it’s not the whole story. While it’s true that Vancouver's Arts Club Theatre Company (ACTC) generated six-figure revenue from dynamic pricing, the real news is how ACTC increased the number of its most loyal subscribers. In this webinar, presented in August 2011, TRG consultants and ACTC staff retell ACTC’s $3 million client success story, including how:
  • Loyalty strategies -- not pricing tactics -- led to sustaining revenue.
  • Unified, company-wide change in focus brought about increased revenue and subscribers.
  • Dynamic pricing made subscribing more valuable.

Posted August 3, 2011







Return 

Upcoming Events

Conferences

No Boundaries 2017 - March 28-29, 2017; Manchester & Hull, UK

National Alliance of Musical Theaters (NAMT) Spring Conference - March 28-April 1, 2017; Los Angeles, CA

American Alliance of Museums - May 7-10, 2017; St. Louis, MO




Professional Development Workshops

Killer Group Sales Campaigns - July 14, 2017; Online

Measuring What Matters: Building my Report Toolkit - August 7, 2017; San Diego, CA

Sales and Service on Steroids - August 7, 2017; San Diego, CA


LEARN MORE

 

 

 

 

Admin Login