Chattanooga Symphony & Opera
TRG Interactive Services
Then and Now
The Chattanooga Symphony & Opera (CSO) wanted to offer its patrons the convenience of online subscription renewals and new purchases for its classical, pops, and opera series—a capability not provided by the vendor handling CSO’s single ticket (ST) sales. In late 2005 CSO signed on with Target Resource Group’s (TRG) Interactive Services division to provide this functionality through eTicketMGR™. In the meantime, however, the ST vendor’s history of systems problems (e.g., computers offline during pre-performance walk-up sales and during most of November 2005) was taking its toll on revenues, patrons’ good will, and box office staff.
And so, beginning in January 2006, CSO turned to TRG to provide counsel on these ST challenges as well, and a single ticket module was added to CSO’s online sales capabilities. As a result, the number of STs sold online dramatically increased with the combined use of eTicketMGR and Email Marketing Services, which strategically drove sales on the remaining programs of the season through promotions and special offers. In six out of the seven events, the percentage of STs sold through eTicket MGR was higher than for any event sold through the previous vendor’s system. In Chattanooga’s relatively small market, where Internet sales might be assumed to be comparatively low, TRG helped raise CSO’s percentage of such sales from just 7% to 19% of all ST sold.
Objectives/TRG Counsel
Offer an integrated sales program for online renewals, new subscriptions, and single tickets. eTicketMGR's integrated online ticket sales modules allow CSO to manage the entire ticketing spectrum - from single tickets to subscriptions, with the potential of adding other modules at no additional cost. (e.g., custom flexible packages, donations, special events, and gift certificate modules).
Employ a dependable, affordable ticketing system that is guaranteed not to break down.
eTicketMGR is a Web-based program that works in concert with CSO’s own Web site and does not require ticketing transaction fees, software downloads, long set-up times, or prohibitive set-up fees.
Keeping the look and feel of the CSO Web site, the TRG team built custom forms for each sales module (i.e., single ticket, subscription, and renewal); in addition, ongoing technical support is available for the duration of the eTicketMGR contract to ensure the system’s successful operation.
Because it was developed by a technical team with some 40 years of box office and performing arts experience, eTicketMGR is sensitive to the needs of marketing, box office, and development personnel; it is also responsive to the suggestions of the eTicketMGR user group and continually makes improvements and updates to the system.
Institute an efficient online sales tool that grants final control to the client’s box office staff. eTicketMGR permits patrons to select a desired seating section, but the CSO box office staff controls specific seat assignments (thus eliminatingthe "holes" in seating patterns that result from exact-seating ticketing programs) and can strategically seat patrons to create the perception of success in the hall.
Put real-time trackable promotions into play to drive sales where and when needed or desired.
eTicketMGR, in conjunction with TRG Email Marketing Services, made it possible for CSO to implement promotions, literally “on the fly,” to focus sales efforts on specific performance dates, times, or sections of the house. Emails are sent to CSO’s “opt-in” list (i.e., patrons who have elected to join the “Email Newsletter Club”) offering exclusive ticket promotions, redeemable on the company’s Web site with a promotion code. (The number of codes available in the eTicketMGR program is unlimited.)
TRG assisted with the creation of content (copy, graphics) for the promotions, built the HTML template, tested and launched the message on the CSO Web site. eTicket MGR tracks the success of the promotions and calculates the effort’s return on investment for the staff’s future reference.
Provide access to enhanced revenues as part of the online sales process. Additional revenue opportunities provided by eTicketMGR further enhance the sales process (e.g., cross-sell and up-sell, donation with a ticket purchase, demand-based pricing, and concert reminder emails).
Work with an online system that represents a win-win situation for both patrons and the organization.
CSO patrons pay no transaction fees (making ticket prices more attractive).
Patrons can purchase tickets 24/7, at their convenience, through eTicketMGR’s virtual box office.
CSO box office staff can make final seat assignments at times convenient to them, allowing them to answer phones, handle walk-up traffic, and perform their other duties, thus relieving work load stress and providing better customer service to “live” patrons.
The Numbers
With the adoption of eTicketMGR and related promotional activities developed through TRG’s Email Marketing Services the Chattanooga Symphony & Opera increased Internet usage by STBs from 7% to 19% in the span of just four months.
| Previous Vendor | Total Single Tickets | Internet Single Tickets | % Internet Single Tickets |
|---|---|---|---|
| Tchaikovsky Fourth | 605 | 85 | 14 |
| Bach & Bizet | 429 | 35 | 8 |
| American Festival | 751 | 11 | 1* |
| Orfeo ed Euridice | 679 | 90 | 13 |
| Guys & Dolls | 357 | 50 | 14 |
| Home for the Holidays | 1343 | 37 | 3 |
| Total | 4164 | 308 | 7% |
| eTicketMGR | |||
| Mozart Masterpieces | 912 | 186 | 20 |
| Sibelius & Meyer | 496 | 64 | 13 |
| Mozart Flute & Harp | 415 | 73 | 18 |
| Rachmaninoff Two | 244 | 46 | 19 |
| Don Giovanni | 1449 | 300 | 21 |
| Big Band | 1426 | 305 | 21 |
| Hollywood | 654 | 109 | 17 |
| Total | 5596 | 1083 | 19% |
*Vendor system offline during most of November 2005.
Additional Key Finding
Most eTicketMGR’s users recoup their investments within one or two seasons. For example, in one year, online ticket sales grew by 35% at the Milwaukee Ballet; quintupled at Pittsburgh Opera; and rose from $0 to $50,000 at the Long Beach Symphony Orchestra.
Next
TRG continues its relationship with the Chattanooga Symphony & Opera as the organization expands into other eTicketMGR modules.
Learn more
For additional information, or to speak to a member of the TRG team, please call (719) 314-5830.
