Single Ticket Collective


In arts marketing, we know there is a balance between growing new audiences and developing loyalty. And, that there are always limited resources to do so. After a successful inaugural cohort last year, TRG Arts and Theatre Communications Group have partnered again to form the second exclusive cohort: Single Ticket Theatre Collective.

The Theatre Collective is a unique model that combines one-on-one consulting with classroom-style learning to boost your single ticket marketing. From campaign planning to implementation and measurement, the Collective is a hands-on, results-oriented program to grow loyalty (and revenue!) at your organization from the ground up. 

Interested organizations are encouraged to apply as soon as possible in order to ensure proper consideration prior to the deadline on Friday, April 3, 2020.

Who should apply:

  • TCG Member Theaters with budgets between $1 million – $4 million;
  • Theaters where single ticket sales are;
    • Flat
    • In decline; or
    • Are experiencing growth.

This is right for you if:

  • You’re ready to INVEST in strategic efforts to grow your audience.
  • You value data, are game for a change, love to learn, and more than anything: value the loyalty of your audience. 
  • You’re an arts professional committed to building relationships in the field.
  • Your organization is actively seeking results-oriented professional development. 

What to Expect:

  • Expert counsel to maximize single ticket revenue and deepen patron loyalty.
  • Hands-on, strategic work time to develop comprehensive campaigns for your 2020-21 season.
  • Discover new ways to encourage early buying and change patron buying behavior.
  • Use new reporting, analysis tools, and metrics to help you measure, manage and track campaign effectiveness.
  • Build relationships with marketing professionals from across the country in intimate, focused summits, seminars and conversations.

What it Looks Like:

  • TRG Arts will provide in-depth analysis of each organization’s historical single ticket campaigns and patron trends. 
  • A full day Single Ticket Campaign Planning Summit with your fellow arts administrators in Phoenix the day before the 2020 TCG Annual Conference begins.
    • Campaign Planning Summit: June 3, 2020
    • 2020 TCG Annual Conference: June 4-6, 2020
  • Four months of on-going counsel in group calls, 1:1 calls with your consultant, and email support throughout.

What’s Included: 

  • A one-year single ticket campaign plan for direct response by production, including the timing, patron segmentation, offer, expense allocation and projected response rate.
  • Up to two participants per organization
  • TRG sponsored registration for ONE member of your organization to attend the 2020 TCG National Conference in Phoenix. 


$12,000. There are a limited number of partial scholarships available to support this work.


About TRG Arts

TRG Arts (The Results Group for the Arts) is an international, data-driven change agency consulting with arts and cultural executive leaders, marketers, and fundraisers on a patron loyalty-based approach to increasing sustainable revenue. Experts in the arts sector for 25 years, TRG Arts has earned a reputation unsurpassed for achieving results and building successful business models for non-profit and commercial arts and cultural organizations. TRG Arts is an industry pioneer in areas including audience loyalty development, membership and the subscription model, and dynamic pricing. TRG Arts believes in the transformative power of arts and culture, and that positive, profound change in the business model of arts organizations can lead to artistic innovation and the ability to inspire entire communities. 

About Theatre Communications Group

For over 55 years, Theatre Communications Group (TCG), the national organization for U.S. theatre, has existed to strengthen, nurture, and promote the professional not-for-profit theatre. TCG’s constituency has grown from a handful of groundbreaking theatres to over 700 Member Theatres and affiliate organizations and more than 10,000 individuals nationwide. In all of its endeavors, TCG seeks to increase the organizational efficiency of its Member Theatres, cultivate and celebrate the artistic talent and achievements of the field, and promote a larger public understanding of, and appreciation for, the theatre.

Contact Us

For questions about the Single Ticket Theatre Collective, please email Caitlin Green at


Get in touch:      

US: 719.686.0165 

UK: 020 7438 2040

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