Arkansas Symphony Orchestra
TRG Consulting Services
Then and Now
In 1997, after four seasons of flat subscription sales, the Arkansas Symphony Orchestra’s (ASO) newly arrived symphony management team engaged the Target Resource Group team (then Lester & Associates) to breathe new life into a stagnant marketing effort.
A decade later the ASO continues to be one of TRG’s long-term success stories. Our consultants helped shepherd the orchestra from a relatively small to a mid-size orchestra through the achievement of sustained, incremental revenue growth and the introduction of programs to strengthen marketing activities—all while the orchestra weathered several changes in department leadership.
Objectives/TRG Counsel
Develop effective marketing plans.
Following a situational analysis, TRG suggested a series of strategic changes in the existing marketing plan. Timelines guided all activities to ensure that critical steps were taken at the most opportune moments and sales goals met. Key components of the plan included earlier launches and longer duration for subscription campaigns and the implementation of an effective media mix to advertise and promote single ticket sales based on favorable returns on investment.
Introduce revenue management strategies to achieve subscription and single ticket sales goals.
Over the years, the ASO implemented TRG’s fundamental revenue management strategies to maximize the Orchestra’s per capita sales revenues. TRG provided counsel on a series of integrated high-impact recommendations: a rescaled performance venue, increases in seat inventory for the pops series, a strategic pricing plan, a strengthened direct marketing campaign, and a carefully-timed telemarketing program that drove dramatic subscription sales gains.
Enable the ASO to adopt cutting-edge industry practices.
TRG consultants helped institute the dynamic inventory management technique known as demand-based pricing. In 2004 it fueled the highest ticket revenue ever for a single concert: Aretha Franklin’s appearance with the ASO at the opening of the Clinton Library, an event with a national and international profile. TRG provided sales and service training on demand-based pricing for ASO box office personnel, who, under the marketing director’s guidance, followed the ever-increasing demand for ever-decreasing inventory till the price had reached over $350 for the last available ticket.
Maintain continuity of the marketing effort during periods of staff turnover.
When requested, TRG provided bridge services to help ASO manage the day-to-day activities of the department and to ensure continuity of the sales effort during the search for a new marketing director.
The Numbers
In the first six years alone of TRG’s consultancy, ASO’s subscription revenues more than doubled, from $346,569 to $860,466 while overall ticket revenues increased by 169%, from $421,829 to $1,133,594.
Total revenues year to date in 2005-2006 ($1,206,760) are nearly quadruple those of 1996-1997 ($338,773).
ASO’s peak season, 2004-05, achieved overall revenues of $1,744,140 on the strength of solid subscription sales and successful special concerts including the Clinton Library opening with Aretha Franklin.
Next
The TRG consultancy continues to support institutional change and entrepreneurial leadership at the ASO. TRG counsel on revenue management and patron loyalty strategies is helping ASO reinforce its strong fiscal foundation while it continues on its trajectory of growth.
Learn more
For additional information, or to speak to a member of the TRG team, please call (719) 314-5830.
