Churn, churn, churn, – the ever-present thorn in the side of the performing arts sector. We all know that drawing in crowds is only half the battle—keeping them coming back is where the real challenge lies. It’s a strictly necessary nut to crack, because the cost of retaining an existing audience member is significantly lower than acquiring a new one. Despite knowing all of this, many arts a organizations continue to struggle with high churn rates, even as single-ticket purchases are peaking around all-time highs. TRG deploys a whole suite of counsel to addressing this problem, but one component of the solution, believe it or not, is a mindset you may have about what defines “lapsed”. Often, we see organizations labeling patrons in their database as ‘lapsed’ after just a 12-month hiatus. We want to challenge that a bit…
Data from the free Benchmark and our client work at TRG Arts suggest that a true lapse in attendance should be considered over an 18- to 24-month period, not the traditional 12 months. This adjustment in perspective acknowledges a broader, more realistic engagement cycle, potentially transforming how we interpret audience behavior and loyalty.
Just because a patron or household does not re-enter your doors within a year, it does not mean that they don’t still think of you as “their” theatre, “their” symphony, “their” performing arts center etc. Said another way, they think they are still engaged. Realizing their feelings on that don’t immediately equal revenue for you, it still raises the question of whether you should stamp them “attritted” or “lapsed” after 12 months when data suggest the lapsed behavior isn’t really cemented until after at least 18 months. TRG’s own Eric Nelson and Kate Hagen teamed up to speak about this multi-year, multi-season view of relationship.
In the clip below Eric shares more:
The relationship between arts organizations and their audiences is intricate and evolves over time. By shifting the perspective to view engagement as a multi-season journey, you can foster deeper connections and improve the rhythm of both retention and relationship.
In the webinar, Eric and Kate explored four crucial steps to reinvent and strengthen relationships with your patrons, ensuring their continued engagement and repeat attendance. Here’s a recap:
Step 1: Understand Your Audience’s Needs - You and your team need to know what motivates your audience to keep coming back. Analyze data, gather feedback, and observe patterns that highlight their preferences and expectations.
Step 2: Be Laser Focused on Building Frequency - Use the insights gained to tailor experiences, communications, and offerings to match the unique interests of your audience. Personalization is key to making each patron feel valued and understood.
Step 3: Broaden your Time Horizon from 12 Months to 18 - Before you stamp an account “lapsed”, remember that the data suggests 18 months, not 12, as the actual lapsed point. Up to that point, your audience members may still see themselves as patrons of your venue. Shouldn’t you too?
Step 4: Test and Invest - Create mechanisms for feedback to continually adapt and improve your offerings. Engaging with your audience for their input not only helps in refining experiences but also strengthens their connection to your organization.
If you’re looking to deepen your understanding of these steps or need guidance on practical applications, we’re here to help. Schedule a one-on-one consultation with Eric to discuss tailored strategies that can specifically address your organization’s challenges with customer retention.
For more detailed insights and practical strategies on nurturing patron relationships, consider watching the recording of our webinar, Deeper Dive on the Rhythm of Repeat Attendance Let’s learn together how to love our ‘lapsed’ patrons and turn them into lifelong supporters.