Case Study: Chicago Symphony Orchestra's Subscription Upgrade Success

Case Study: Chicago Symphony Orchestra's Subscription Upgrade Success

$45,800 additional revenue from subscription upgrade campaign


Chicago Symphony Orchestra (CSO) was preparing for their 125
th 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.


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Posted December 3, 2015
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