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17th April 2013 Sara Lock

Resources by Debbie Richards

Subscription scheme benefits

Subscription schemes are used by major American institutions to sell theatre tickets in bulk. These schemes often act as a starting point for increasing customer loyalty – by encouraging customers to attend more frequently, it is hoped that they will eventually become a friend or a donor. Consultant Debbie Richards explains the benefits of this approach and how ticket bundles have boosted sales at Bolton Octagon, one leading regional venue.

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Pricing strategies: making the right choice

An article that introduces the most common forms of pricing strategy: Skim, Penetration, Neutral and illustrates how these operate with case study examples from the RSC, Creation Theatre, Bay Chamber Concerts, Norwich Theatre Royal and the Philadelphia Orchestra. Some arts organisations use a combination of these three approaches, while most of the strategy is based around neutral pricing: skim pricing is used for customers willing and able to pay more through premium offers or packages, while low, accessible prices are used to target particular, more price sensitive customer groups, or as part of sales promotions.

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Pricing strategies for growth

Debbie Richards takes a look at the income debate and some of the finance generating strategies that organisations are employing globally to increase their sales and income.  This incorporates discussion of ‘revenue management’, ‘yield management’ and ‘dynamic pricing’ to increase box office income. The key principle of revenue management (RM) being to adjust price differentials in response to changing customer demand to maximise both occupancy and income.

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How cultural experiences impact audiences and visitors

Considers how people can be transformed by cultural experiences, by looking at a case study showing the process and findings of a year-long pilot study of the impacts of arts events across seven major arts organisations in Liverpool.

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