International Perspectives on Consumer Trends

Brian P. Sayre, Director of Ticket Operations and Services

PlayhouseSquare

Christina Østerby , Head of Analysis and System Development

Det Kongelige Teater / Royal Danish Theatres

Jamie Snelgrove, Head of Ticketing

Edinburgh International Festival

Adam Rubin

AudienceView

Brian P. Sayre, Director of Ticket Operations and Services

PlayhouseSquare

Christina Østerby , Head of Analysis and System Development

Det Kongelige Teater / Royal Danish Theatres

Jamie Snelgrove, Head of Ticketing

Edinburgh International Festival

Adam Rubin

AudienceView

Brian P. Sayre

• Collaboration

• “1989” effect

• Segmentation

• Touch points

• Retention projections

Season Tickets

and

Retention

Season Tickets

and

Retention

Results:

Surpassed Renewal projections by 5%

Surpassed New projections by almost 60%

Renewed more Freshman and Sophomore Season Ticket

Holders then any other year

Currently have the highest Broadway Season Ticket base

in our history and in the country. As of today we are at

29140 Season Ticket Holders

Christina Østerby

The Royal Danish Theatre An introduction

R D T I N C O M E

The proportion af Customers attending once is 74 % Customers attending 6 times or more provides 32 % of revenue

Average ticket value All Customers: 63 USD Subscribers: 85 USD

• 6.500 subscribers

• 88.000 tickets sold to subscribers equaling 35 % of all tickets sold

Season 2013/14 until now…

F r o m ” T h e C o - C r e a t i o n C o n n e c t i o n ”

- To create a strong sense of relevance and value to every citizen

Strategy 2012-15

BACK IN 2007…

EXAMPLE OF AUTOMATIC FLOW

kglteater.dk

– 160,000 unique users on a monthly basis

- 360,000 views on a monthly basis

Newsletter

– 140,000 recipients

Social

– 25,000 Facebook fans

– 2,200 Twitter followers

The theatre’s own magazine

- 200,000 copies

Press

STRONG FIXED COMMUNICATION CHANNELS

TNS: Barriers and drivers

What stops?

•Alienation (I’m not a part of the target group)

•The Royal Danish Theatre as a particularly demanding cultural

provider

•The Royal Danish Theatre as a provider of the predictable and old-fashioned

What motivates?

•Being personally enriched

•To be entertained

Recurrent association: Quality (Old stage / Plays)

Season pass – new product launched September 2013

Jamie Snelgrove

1 9 4 7

The Edinburgh

International Festival

grew out of the rubble

of the Second World

War with the aim of

providing 'a platform

for the flowering of

the human spirit'.

2 0 1 4

Our mission is to be

the most exciting,

innovative and

accessible Festival of

the performing arts in

the world.

Edinburgh International Festival 2013

2,200 artists from 36 countries

220 performances and events

400,000 visitors to Edinburgh

Leonardo da Vinci: The Mechanics of Man

Fidelio

The Tragedy of Coriolanus The Poet Speaks

EIF Income

Ticket sales

Public Sector Grants

Sponsorship

Donations

Membership Levels (minimum donations per year)

• Priority Friend - £60

• Principal Friend - £120

• Patron - £300

• Platinum Patron - £550

• Platinum Supporter - £1,000

• Platinum Reserve - £3,000

• Benefactor - £5,000

Of our 2,000 members, 1,400 are Priority or Principal Friends!

Pipeline of Giving

• We assume that potential members are already known to us

(either ticket buyers or on mailing list)

• We aim to move members through the pipeline by emphasising

potential benefits

• 2 dedicated members of staff focus on individual giving

Benefits

• Priority booking in advance of public sales (25% of total ticket

sales happen in this 10 day period!)

• Special events for members

• Exclusive dinners/VIP events/members lounges at venues for

Patron level upwards (and prospects)

• Private briefing from Festival Director for Platinum Reserve

members and Benefactors (and prospects)

• NO free tickets!!

Festival Director Sir Jonathan Mills

Corporate Sponsors

• Bank of Scotland, Royal Bank of Scotland, Virgin Money, Baillie

Gifford Investment Managers, BP, Shell UK, Heineken, The

University of Edinburgh

• Our corporate partners have the opportunity to join us on a

journey - promoting their brands to our audiences, creating

thrilling and unique entertainment events for their stakeholders

and colleagues, and supporting initiatives that enhance the

Festival's social, cultural and economic contribution to

Scotland and the UK

International Partners

“U.S. Embassy London, together with U.S. Consulate General Edinburgh, proudly supports the Edinburgh International Festival, a distinctly local but uniquely global platform for promoting mutual understanding through cultural exchange.”

Monique Quesada, Cultural Attaché, Embassy of the United States of America

L.A. Dance Project

Léan Scully – Priority Friend

• Lowest level of membership for 10 years

• Attending many performances and every member’s event

• Extremely popular with all EIF staff

• Sadly passed away in 2005

• In her will left EIF .....

Two buildings in Dublin

worth £3.7 million!!!

Virgin Money Fireworks Concert

Questions?