Season Announcement, Renewals, and Acquisition
Performing arts organizations face cyclical challenges. Balancing strategy, improvements, and on-time season announcements, renewals and acquisitions. From my time working in marketing at theatres pre-Adage, I know the last minute nature and the sheer amount of extra work can make this a heart-breaking and head-aching time of year for performing arts organizations. I’d like to discuss 4 ticketing strategies to help increase efficiency in your organization. Adage clients, many utilizing our ACE Platform continue to impress with creative ticketing strategies. Read further.
1. 3-Show Pack
Together with New York City Center, we recently launched a new offering for their Encores! Off-Center season. The 3-Show Pack is a flex package that allows you to select your own seats for each production through SmartSeat. The 3-packs were an immediate hit with New York City Center’s audiences. They also feature flexibility of date, free exchanges, advanced purchasing, and of course, reduced services fees!
Offering a very helpful twist to their standard fixed-subscription packages, The Lyric Opera created the TRADEONE. It’s an opportunity for subscribers to swap out one opera in their series for another when subscribing. This great benefit allows subscribers to keep their same seats and series that they love, while also granting extra flexibility.
3. Pricing Rules + Member Upsells
BAM does an excellent job of notifying patrons who are interested in qualifying performances, like the 2019 Winter / Spring Season, of the discounts available when bundling productions and/or becoming a member. The seamless upsell prompts in the cart—a combination of pricing rules and personalization—easily convert single ticket buyers into subscribers and/or members on the fly.
4. Non-traditional Memberships
Both Steppenwolf and Goodman Theatre have been offering different types of non-traditional memberships to their patrons for a few years now. Steppenwolf’s Black and Red Cards and Goodman’s Whenever Membership promise guaranteed nights at the theatre, with the ultimate flexibility. Buy a pack of credits or passes upfront and then redeem them throughout the season for any productions, any dates, any seating locations, and any quantities—all while seeing serious savings from standard ticket prices. Patrons can buy their passes AND redeem them online for an easy user experience.