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Case Study: Lyric Theatre of Oklahoma

Annual operating budget up 32% in 5 seasons

Photo: Joseph Mills

After a poor year for earned revenue in 2012, Lyric Theatre of Oklahoma (LTO) had rebounded and was experiencing a growth spurt. In 2013, Director of Marketing Danyel Siler had turned her attention to single tickets.

Her hard work had paid off, but season tickets were still a challenge. “Season tickets were steadily declining,” she said. “The season ticket campaign had been done the same way for years, maybe even decades. And we blamed the fall on the trend that subs were declining everywhere. Our executive director, artistic director, and I all knew something needed to change, but we didn’t know what.”

Contributors


Jill Robinson	Adam Scurto	Amelia Northrup- Simpson

J.L.Nave	Vincent VanVleet	Keri Mesropov

Research