TRG Webinar: Dynamic Pricing is NOT the Story

Dynamic pricing, the tactic of raising prices after tickets go on sale, has often been in industry headlines these days. However, when it comes to growing revenue and increasing patron loyalty, it’s not the whole story. While it’s true that Vancouver's Arts Club Theatre Company (ACTC) generated six-figure revenue from dynamic pricing, the real news is how ACTC increased the number of its most loyal subscribers. Read more about ACTC's success on TRG's blog, and watch the video below to find out how TRG consultants and ACTC staff retell ACTC’s $3 million client success story, including how:

Loyalty strategies -- not pricing tactics -- led to sustaining revenue.
Unified, company-wide change in focus brought about increased revenue and subscribers.
Dynamic pricing made subscribing more valuable.

Slides from the webinar:

TRG Webinar: Dynamic Pricing is NOT the Story

View more presentations from Amelia Northrup.

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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

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Case Study: Lyric Theatre of Oklahoma

Annual operating budget up 32% in 5 seasons

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