05.07.2013 TRG Webinar: Plant Loyalty Now

Patron relationships matter more in 2013 because the arts landscape is “more like shifting sand than fertile soil,” said Jill Robinson, President, at the TRG Arts May 7 webinar, Plant Loyalty Now. The higher the portion of patron-centric revenue is, “the more organizations need to focus on, invest in, and partner with patrons to sustain income. The webinar offered strategic tactics around starting campaigns early, building on blockbusters, and patron upgrades at every level engagement.

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Full Webinar description:

Growth is finally starting to bud among arts organizations across North America for the first time in several years. Yet TRG Arts is still observing an uncertain arts landscape that will require plenty of attention, time and resources if increased patron engagement is to sprout, take root and fully blossom.

In this one-hour TRG webinar, President Jill Robinson shares what field study and data are saying about the current patron “planting season.” Hear TRG’s most fertile ideas for growing loyalty – and associated sustaining revenue – this springtime in The Year of the Patron.

You’ll learn:
• Why loyalty efforts mitigate risks in the current arts landscape.
• How data is the water that helps loyalty grow.
• Case examples of the three best strategic tactics to plant loyalty this spring.

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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.”


Jill Robinson	Adam Scurto	Amelia Northrup- Simpson

J.L.Nave	Vincent VanVleet	Keri Mesropov

Watch this webinar

Be notified of future content like this with eNews.

Case Study: Lyric Theatre of Oklahoma

Annual operating budget up 32% in 5 seasons

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