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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Jan22

Jill Robinson
President & CEO

At the close of 2017, the National Center for Arts Research (NCAR) published a report The Burden of Rising Expenses: The Bottom Line in the Arts. 

The report looked at financial data of over 4,800 US arts organizations between 2013 and 2016, and raised the question "Are organizations bringing in enough revenue to cover their expenses?"

Jill's latest essay examines the findings alongside what we see in our work at TRG Arts: sustainability continues to be hard work for arts and cultural organizations. 


Posted January 22, 2018



Jan16

There was a moment during dinner when one of the executives started singing.

 
 David Seals 
Director of Client Development


It often happens, sharing great food and wine together, that we ask our Executive Summit attendees to describe one of the most meaningful (or hilariously bad) arts experiences of their lives. We ask the question because, after a day of data-driven conversation about success metrics, leadership, and management—it’s important to remember why we all got into this business.

We don’t sell widgets. The art is The Why.


Posted January 16, 2018



Dec22

This blog post was originally posted on the PatronManager Blog on December 19.2017. Many thanks to Gene Carr, CEO PatronManager for the invitation to contribute. 

Few people are talking about the arts industry’s biggest threat. The problem barely shows up in conference sessions, industry publications or workshops. It is not cuts to arts funding. It’s not greying audiences or Millennials. It’s not a lack of data. Though these issues deserve attention, the problem is patron retention—and its extent is staggering.


Posted December 22, 2017



Dec14


It is the end of another year and time to celebrate the time that has passed and accomplishments that have been made. 2017 has been whirlwind of a yearwith so many highlights that we at TRG Arts will remember for years to come. Check out the highlights and most popular content of 2017 

The top content from our blog reflects the topics which we see getting the most attention in our industry today. Some topline observations:

  • Subscriptions and case studies featuring the success our clients are seeing with this tried-and-true loyalty model continues to inspire conversation.
  • The importance of data hygiene and the notion that “Data doesn’t do. People do,” when making decisions and activating on data analysis is a basic point that still needs our industries attention.
  • The evolution of pricing best practices that move beyond dynamic pricing and moving organizations to think more about demand management.

 

 


Posted December 14, 2017



Nov30

 

Lindsay Anderson
Vice President of Client Development

Why do we in arts organizations care so much about the Christmas holiday season? Yes, we program amazing events—shows that get us into the holiday spirit, concerts that have us humming well-known tunes, and ballets that can elicit memories taking us back to our childhood. But we also care because the events and exhibitions we run at this time can make or break our financial year.

Chances are you’ve been thinking about your 2017 Christmas or holiday offering since before last year’s events even opened.  Some of you put your 2017 Pantomime tickets on sale right before Panto began last year.  Or maybe you gave your loyal subscribers or members access to this year’s A Christmas Carol tickets when they attended in 2016.  It’s safe to say we in the arts field spend a lot of time planning and executing campaigns in preparation for this time of year.



Posted November 30, 2017



Nov29

 
 Kate Hagen
Senior Consultant, TRG Arts 

The Grant Park Music Festival came to TRG in 2014 with one goal: to build a patron loyalty pipeline that will sustain the organization, regardless of fluctuations in government or foundation funding. But there was one catch. The strategy needed to fit within the mission on which the organization was founded in the 1930s: free access to classical music for all.

To solve this challenge, the Festival expanded its existing membership program to include One Night Pass options. Though Chicagoans and visitors could always attend for free, membership offered many benefits including the ability to reserve seats close to the stage for any performance in advance. The introduction of One Night Passes allowed non-members to reserve seats in the Frank Gehry-designed pavilion for individual concerts, effectively serving as a test-drive for membership. In addition, the passes enabled the Festival to overcome one of the biggest challenges faced by free festivals: capturing patron data to build a pool of contacts who could be cultivated for membership and donations. The end result is a festival that remains free while creating a new patron-driven revenue stream to address potential funding fluctuations. 


Posted November 29, 2017



Nov15


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



Nov15


What happens when communities come together around data? As membership leaders consider how to best attract new visitors and members, information on how the wider community engages with arts and cultural organizations becomes particularly relevant. Learn how leaders in the membership field leverage shared data to find the highest-ROI prospects an how trading patron data makes the entire arts ecosystem stronger. Presented originally at the 2017 American Museum Membership Conference, join experts from Jazz at Lincoln Center, MOHAI, and TRG Arts to discuss and discover the power of community data. 

Posted November 15, 2017



Aug23

 

There’s a lot of jargon in our industry, particularly when it comes to subscriptions. A “Choose Your Own” subscription at one organization is a “flex pass” at another, and a “Build Your Own” at another. The term covers a number of different loyalty schemes, from a pack of vouchers to hard tickets that you choose in advance.

There’s no Google Translate for subscription jargon yet, but below is a basic glossary we originally published for our recent case study with Long Wharf Theatre. We recently revised the list to add even more terms. If you'd like to impress your marketing colleagues, make your industry friends jealous with your vocabulary, or simply confuse your significant other when you talk about work, read on.


Posted August 23, 2017



Jul20

Long Wharf Theatre: 80% increase in new subscriptions in one year

In August 2015, Long Wharf Theatre (LWT) was worried about their subscriptions. Over the last four seasons, they’d seen a 23% decrease in subscription renewals and 8% decrease in new subscriptions. 


Posted July 20, 2017



Jun28

David Seals
How does the country’s largest theatre company, who sells 450,000 tickets a year, get to know each individual patron so well that they write thank you notes of joy? How does a large organization speak so relevantly that its patrons describe themselves as “flabbergasted” and “blown away?” The answer is nerdier than you’d expect: data segmentation.

Posted June 28, 2017



Jun20

Why do we present art?

It’s crucial that every staff member at an arts organization understand this question. In 2016, we’d undertaken a project to diversify our audiences called “Democratizing Our Stages.” As part of that and in preparation for artistic planning for the 2017-18 season, I did an exercise with our staff that was designed to connect myself and my staff with The Cultch’s “why.” 


Posted June 20, 2017



More>>

Upcoming Events


Professional Development Workshops

 

February 21, 2018 - Holiday Season Post-Mortem; Virtual

March 7-8, 2018 - Marketing is from Mars; Development is from Venus; Colorado Springs, CO

March 6-8, 2018 - TRG Arts Executive Summit; London, UK

April 6-8, 2018 - TRG Arts Executive Summit; Colorado Springs, CO

LEARN MORE

Conferences

National Alliance of Musical Theaters (NAMT) - April 4-6, 2018; PIttsburgh, PA



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