TRG case study: Pensacola's smash Carmen

Carmen sells out, single ticket revenue 33% above goal

Pensacola Opera is a $1.3 million organization which stages two productions a year with two performances each. For the past several years, the company had been focused on institutional stabilization—paying off debts, completing a capital campaign for establishing cash reserves, bolstering its endowment, and making capital improvements. In the meantime, the company was having trouble consistently meeting revenue goals for their productions.

First published June 2014

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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

Carmen sells out, single ticket revenue 33% above goal

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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