TRG Webinar: The Loyalty Business Model

04.18.2012 TRG Webinar: The Loyalty Business Model

Amelia Northrup | April 18, 2012 3:43 PM

How to use passion for the arts to drive revenue

While some debate the feasibility of the current arts business model and look to new audiences to fill the gap, the fact remains: only 1 out of 5 new patrons come back a second time. Our problem is not new audiences; it’s increasing loyalty among the patrons we have.

Staff from 5th Avenue Theatre and TRG detailed in this webinar how they are building a wholly new model of audience engagement centered on using passion for the arts to drive retention, engagement and revenue--and, why loyalty is the only sustainable model for revenue growth.

TRG Webinar: The Loyalty Business Model

View more PowerPoint from TRG Arts

A “major donor” has many faces

Case Study: 5th Avenue Theatre, Part 1

Case Study: 5th Avenue Theatre, Part 2

Patron Loyalty 101

Upcoming Webinar: The Loyalty Business Model

What Marketing-Development Collaboration Really Needs

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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