This presentation was given by Anita Hansen of TRG Arts and Charlie Wade, consultant and former director of marketing, Atlanta Symphony at the 2013 Association of California Symphony Orchestras Conference. Description: Talk about a changing universe! What does the future hold if subscriptions are truly a thing of the past? Current thinking postulates that a long-term decline in audience commitment is inevitable. A meteoric shower of “one-time” promotions and discounts – crowdsourcing, Goldstar, Fill-A-Seat, Living Social – has captivated the general public and given us options for filling our venues. But is this solution sustainable? Let’s assess the situation and determine if belief in accepted prevailing societal trends will lead to an ever-downward spiral to obscurity. Identify the “hidden” and unique performance assets you already possess to cultivate patron loyalty and grow participation. Perhaps there’s a way to re-create a winning game with new awareness of how to play.

1. The Future of
Subscriptions:
Is There One?
Anita Hansen – TRG Arts
Charlie Wade - Consultant
July 26, 2013
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2. Top Ten Major U.S. Orchestras

4. Why the Decline?
• Cultural shift
• Shrinking role of classical music
• Rise of “convenience” as decision driver
• Generational shift
• Changing sales landscape

5. Group Question
What is the greatest tool your
organization has recently used to
build subscriptions?

6. Five Tools for
Subscription Sustainability
• Programming alignment between artistic and
marketing
• Data driven marketing strategies
• Disciplined execution of marketing tools
• Relentless focus on retention and loyalty
• Organizational commitment to improving the
customer experience

7. CSO’s net revenue from
new Main Series
subscribers increased by
71%.
More on this case at www.trgarts.com

8. Over 3 years:
• 71% increase in subscription
units sold & 75% increase in
revenue.
• 49% one-year subscription
revenue growth in the first
year
• An all-time high in
subscription revenue for
2011-12.More on this case at www.trgarts.com

9. The Era of the
Customer
Customer experience is the sum of all experiences
a customer has with your company over the
duration of their relationship with you.
From awareness, discovery,
attraction, interaction, purchase, use, cultivation
and advocacy.

10. Why Focus on the
Customer
Experience?
• Strengthens your brand by differentiating you
from competitors
• Expectations of customers is very high
• Improve customer loyalty (boost revenue)
• Lower costs by reducing churn

11. Group Question
What is the "next step" that
your organization uses to invite
first-time single ticket
buyers back to your
orchestra?

12. The Future of
Subscriptions:
Is There One?
Anita Hansen – TRG Arts
Charlie Wade - Consultant
July 26, 2013
•

13. • A 118% increase in
subscription revenue and 75%
increase in units
• The full, 8-concert package
drove growth and showed big
increases—81% in two years.
• Single ticket revenue
increase in the classical series
by 116% total. ASO saw a
154% increase in average
revenue per concert.More on this case at www.trgarts.com