Analytics & Research

Data-informed analytics and research for arts organizationsAnalytics & Research





Understand audiences. Then take action.


A good doctor diagnoses the symptoms before prescribing treatment. A good mechanic looks under the hood before writing an estimate. What makes a good arts leader? The smartest ones use data to take a deep look at root causes before making major changes.

Are you able to identify and address the root causes of your biggest challenges? It’s easy to point to seemingly unsolvable external factors, when solutions may lie in tweaking your existing practices. For example:

  • Is your shrinking subscriber base due to the “dying subscription model”? Data might reveal a root cause of low retention among single ticket buyers—something that you can work to change.
  • Is your low member acquisition due to declining arts participation? Data might reveal a low data capture rate at the front desk, which undermines your ability to invite current visitors back.

TRG’s analytics suite keeps our clients grounded in actionable truth, so that they can evolve with best practices to grow more loyal patrons. Armed with an accurate assessment of your organization or community, you can take informed actions that will grow loyal patrons and sustaining revenue.

Ready to get started? Talk to us today
about the best partnership for your needs.

Schedule a call with TRG

What people are saying about TRG's Analytics & Research:

"TRG has reoriented our thinking about ticketing in the digital age. They have provided our team a fact-based language to help interpret our patron and ticketing data for our entire staff. We only thought we knew our data. Now we live in it."

Jeff Loeb
Associate General Manager
The Pantages Theatre 


"Our biggest learning [from the Patron Loyalty Index] was this general concept of looking at patrons more holistically, taking into account subscriptions, single tickets, event attendance, and donations to identify loyalty. This analytical method led us to see who those patrons really are and quantify the importance of keeping them."

Bill Melamed
Chief Marketing and Development Officer 
Hubbard Street Dance Chicago 

Research & Analytics Options:


Patron Loyalty Index

TRG's signature analysis details loyalty—household by household in your database—to identify addressable loyalty groups. Read more>>

Key Metrics

Learn the major loyalty trends among your patrons as compared with other organizations. Read more>>

Patron Potential Assessment

This robust, detailed analysis helps you understand your organization’s place in the market. Read more>>

Arts Community Research

TRG is America's leading researcher of how people attend and give to the arts organizations in their community. Read more>>

Ready to chat about a partnership with TRG?
Contact us at

Recent posts on TRG Research:


Have arts leaders increased the loyalty of their patron in recent years? TRG Arts is the longest-standing aggregator of loyalty metrics in the arts industry and has recently refreshed its aggregated Patron Loyalty Index. In this presentation, we'll describe the ways patrons are behaving in terms of their recency, frequency, monetary investment and growth over time, across transactions in single tickets, membership, subscription, and donation.

Posted November 15, 2017


Arts Club Theatre Company puts data to work

Thanks to advances in CRM technology, arts organizations now live in a world awash with data. Getting data points is not usually the hard part. What’s difficult is taking action on what the data tells us and making changes to strategy to cause metrics to move up or down. That’s what makes Arts Club Theatre Company’s most recent success story so impressive.

This Vancouver-based theatre company has been a TRG client since 2008. In the first two years, Arts Club saw $3 million in earned revenue growth. Since then, Arts Club’s focus on building patron loyalty resulted in a further 30% increase in single ticket and subscription revenue. 

Posted April 13, 2017


This post is cross-posted on the National Center for Arts Research blog.

 Jill Robinson, 
President & CEO, TRG Arts

 “How do we stack up?”

Everyone is curious about how their arts organization compares with others like them. There’s really not been a good place to find that information, though.

Until now.

Recently, our partners at the National Center for Arts Research launched the NCAR Dashboard. It uses data from DataArts (formerly the Cultural Data Project) to explore how organizations from a variety of sizes and artistic disciplines perform on a variety of standardized financial and operational indicators, called KIPI’s. Even better, it allows you to compare your organization to others in its own size category and artistic genre.

Posted September 13, 2016


Developing arts patrons as a community

September 21 at 1 ET/10 PT

Is there too much theatre for patrons in D.C. to
support? That was one of the questions that
launched this study. Find out the answer in this webinar.
Seven theatres. 10 seasons of data. One community. Learn what this study reveals about theatre patrons and their buying and giving habits. The importance of audience development and retention shines through, in light of data analysis on how Washington, D.C. theatres are attracting and holding on to patrons. Zoom in on trends in patronage in this community, including new theatre-goers and patrons who attend multiple theatres. Learn about the clusters of patrons in this community 
who look demographically or transactionally similar. Unlock the secrets of audience behavior that may point to trends in your own community. 

Posted August 17, 2016

Ready to start a project?

719.686.0165 |  020 7438 2040

Admin Login