Aimed at those in marketing, box office and senior leadership working in arts organisations, hear from TRG Arts’ Christina Hill and Stephen Skrypec, plus special guest Claire Murray, Interim Chief Executive Officer, Sheffield Theatres, and learn about our three-pronged strategy for pricing and demand management.
Copyright TRG Arts, April 2018
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• Christina and Stephen will take some questions following the
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we are true believers
in the power of arts and culture
to transform individuals and
communities.
At TRG,
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Data comes first when we consult and
illuminates the path to results.
We continually learn from our clients and
each other.
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Data comes first when we consult and
illuminates the path to results.
We continually learn from our clients and
each other.
Always we teach, feeding our knowledge
into the field.
13. What is a Patron?
Patron: anyone who has a
transaction with an arts
organisation.
And whose contact
information is collected
and permission is granted for
later invitation.
14. What is a
Single Ticket Buyer?
STB: Anyone who has
purchased individual tickets,
not as part of a package or
group.
15. What is a
Per Cap?
Per Cap: Ticket revenue
earned per capita. Also
known as Ticket Yield.
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Today
Why dynamic
pricing alone might
be losing you
revenue
TRG’s three-
pronged strategy
for pricing and
demand
management
How real arts
organisations are
taking action to
optimise their pricing
strategy
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Demand-based pricing:
Is a strategy that takes
the level of sales
demand into account
Requires an assessment
of sales history and
current sales pacing
Optimises revenue
in high-demand
environments
Impacts operational
practice, not just
pricing decisions
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Dynamic pricing:
Is a tactic of changing ticket prices after they go on sale for
events that are in high or low demand
Includes price increases AND decreases
Applies to single ticket and group sales
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What affects demand?
Day of WeekSeasonality
Time of day
Programming
Opening &
Closing Dates
Inventory
Icons via the Noun Project under CC BY 3.0
Credit: Aditya Dipankar and by João Proença
Perceived Demand
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Goals of
Demand Management
• The perception of success
• Per capita revenue
increases as the house fills
• Inventory management
reinforces appearance
of success
• Honours and grows loyalty