Marketing / 02.14.18

Lessons Learned From Marquee Events

Access Staff

Original article published on VenuesNow (02/14/18) by Linda Deckhard

Experts convened at the recent Pacnet 18 conference discussed how performing arts venues can benefit from preparation and follow-up strategies for marquee events to grow and retain fans. MetroTix's Jim Downey noted preparation for the opening of "Hamilton" at the Fabulous Fox Theater in St. Louis began years ahead. MetroTix announced the show, which was scheduled for the 2017-2018 season, in its 2016-2017 campaign. "Next thing you knew, we had 19,000 subscribers for the year before 'Hamilton,'" Downey noted. Broadway Across America's Mitchell Klein said the excitement of popular shows makes it a challenge to satisfy loyal patrons who are used to being accommodated. "The challenge we're facing right now — that we haven't quite cracked and that you will face for any exceptional sold-out event — is trying to stay loyal to people who have been loyal to us," Klein admitted. "We can't show that loyalty right now." Klein cited targeted marketing as a key factor in Broadway Across America's customer retention rate, which is currently higher than 30 percent to 40 percent. He also said performing arts can take a cue from sports, and likely improve the number of partial payment plans for new audiences. The experts agreed preparation and strong partnerships are essential in managing marquee events.

Read the full story on the VenuesNow website.

Tags: Theater , News , Arts , Musicals