TRG Insights


TRG Insights

Search or browse our knowledge center for TRG insights and solutions that work for arts and entertainment organizations of all genres and sizes.

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Northern Stage knew that in order to be sustainable long-term they needed to reimagine how they were relating to their patrons. TRG Arts’ Senior Consultant, Christina Hill, and Northern Stage’s Director of Communications and Sales, Amy Fawdington, demonstrated how Northern Stage has risen to the challenge.

Christina and Amy shared real-life examples and explored how to tap into audience behaviour to create loyalty. They described how Northern Stage developed strategies to incentivise and reward ticket purchase, membership, and donations, and how to build patron relationships to sustain and grow your organisation.

Posted July 11, 2019


By Lindsay Anderson, VP of Client Development
TRG Arts

Imagine walking down the street and only thinking about each next step in front of you without even looking up or looking around. You continue this pattern without any sense of where you were coming from and where you’d like to go. As you take each step, you just hope that by continuing this pattern you will eventually get to where you want to go. Sounds ridiculous, right? It is - but all too often, venues and producers repeat this exact same behavior when it comes to building loyal audiences. They focus too much on the income chase and bums in seats for each individual show rather than building a long-lasting relationship with the audiences who attend. This is as much in the interest of producers as venues: would you want to tour to a venue with a large, loyal core audience or to a venue that needs to spend more money to generate a new audience for every show?

Posted June 11, 2019


Eric Nelson

Sustainability is no longer enough. Performing arts organizations need to aim higher. Vitality is the new goal. To achieve this, organizations must apply a generous mix of courage, grit and entrepreneurship to a key area of their business: audience building. It requires that board and executive leadership create a culture where this focus and work-style thrives. 

Posted May 14, 2019


Webinar: A Revenue Revolution and a Culture Change

Rethinking an organization's pricing model, approach to leadership, and organizational culture might seem like too many challenges to take on simultaneously. At Sheffield Theatres, that is exactly what they decided to do and Claire Murray is leading this charge. Claire joined Christina Hill to talk about Sheffield Theatres' changes to pricing strategy, membership, and fundraising to affect long term sustainability and patron loyalty.

Posted May 8, 2019


Results of the 2018 TRG Arts Field Survey

In parallel with the Loyalty as a Linchpin video series and subsequent book club conversation, TRG Arts administered a survey in the final months of 2018 to 1,709 arts and culture leaders seeking to understand the field’s current utilization of the Net Promoter System.

Posted April 24, 2019


Thursday, June 27, 2019
8 am PT | 11 am ET | 4 pm BST

At TRG, we’ve been thinking a lot about leaders who move organizations along the path to sustainability and then drive the them toward the resilience that will be required in the next decade. Developing a resilient organization requires some level of grit and Angela Duckworth in her book, Grit: the Power of Passion and Perseverance, shares her insight on why talent is hardly a marker of success. Based on her research, grit is a combination of passion and perseverance in achieving goals.

Posted April 24, 2019


By Jill Robinson, President & CEO

We all watched last week as the Notre Dame cathedral burned. Like so many, I was glued to Twitter throughout my day, checking in for status updates, and found myself intrigued by a thread about “The Long Now”—a concept that someone on Twitter described to me as “planning with a time horizon of centuries …which implies sustainability…”. I found and my mind was blown: this organization talks in terms of 10,000-year planning horizons. Indeed, Notre Dame was designed to last for centuries. And, it will.

Posted April 23, 2019


The Future of Leadership in the Arts

Opera America Leadership Intensive

Eric Nelson

Client Engagement Officer

Download the slides from Eric's session at the at Opera America’s Leadership Intensive 'The Future of Leadership in the Arts'.

Posted April 4, 2019


By: Jim DeGood, Director of Client Services

Data Analysis: Nariman Tulepkaliev, Data Analyst

As a follow up to Millennials Are Not the Answer to Your Revenue Problems blog post, the TRG Arts 2019 Generational Analysis provides an in depth view of North American demographic shifts that are occurring now or will occur in the near future.

Through data analysis, TRG Arts continues to see a link between life stage and arts consumption – arts patronage tends to occur from mid-life onwards, as careers and household earning stabilize, with the majority of arts and cultural patronage still comprised of Silents and Boomers. But the reality is that these audiences are diminishing

Posted March 28, 2019


How State Theatre New Jersey Utilized Membership and Subscription to Grow Audiences and Revenue.

J.L. Nave, Senior Consultant

Seizing on an opportunity, State Theatre New Jersey built a long-term plan rooted in membership and subscription in order to build patron loyalty for their Broadway series.

Posted February 26, 2019


By David Brownlee, Director of International Strategy

TRG Arts collates and analyses the sales figures for the UK Theatre Association whose members include most medium and large venues outside of London.

We’ve just completed the 
initial analysis for the whole of 2018 which, in the context of a tough year for retail and future uncertainty over Brexit, generally looks positive and was record-breaking for the largest presenting houses.

Posted January 29, 2019


TRG's Jill Robinson will deliver this year's opening keynote address at the Ticketing Professionals Conference in Birmingham, England. 

"The Box Office is dying. And we’re killing it." Clever technology, complacent leadership, changes in consumer patterns… these things and more have lulled us into ignoring the entrepreneurial power of the place where tickets are actually sold. It’s 2019: Think your team’s job is just about excellent fulfillment? Customer service? The best technology? Think again. Your organisation must have a box office that creates income and deepens customer relationships every day of the year.

Posted January 24, 2019


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