Introduction
Post-pandemic audience rebuilding has been a challenge for many performing arts organizations, but Minnesota Orchestra has proven that strategic engagement, dynamic pricing, and data-driven segmentation can turn recovery into record-breaking growth. With a focus on subscription retention, multi-buy engagement, and new acquisitions, Minnesota Orchestra partnered with TRG Arts to implement a subscription campaign that resulted in significant audience expansion and revenue increases.
Challenge: Rebuilding Subscriber Loyalty and Expanding the Audience Base
Like many of its peers, Minnesota Orchestra was focused on rebuilding audiences, with a specific goal of increasing increase attendance frequency, retain subscribers, and acquire new ones. through smart pricing strategies, compelling offers, and well-timed engagement.
Strategy: A Multi-Tiered Approach to Subscription Growth
Partnering with TRG Arts, Minnesota Orchestra identified three key objectives for the 2024-25 subscription campaign:
-
Renewal Reinvention By segmenting audiences based on past attendance, the orchestra tailored messaging to resonate with different subscriber interests—classical, film scores, jazz, and beyond. Personalized email campaigns boosted engagement, leading to a 69% renewal rate (up from 65%) and an impressive 92% retention for multi-year subscribers. First-year retention reached 46%, surpassing the national average.
-
Bigger, Better CYO Packages To encourage larger Create Your Own (CYO) packages, the orchestra introduced an early-bird discount for 5+ concert buyers, doubling their savings. The result? 67% of renewing CYO subscribers opted for 5+ concerts, compared to just 44% in the prior season. First-time CYO buyers proved especially loyal, with 88% renewing into the next season, driving additional revenue.
-
Expanding the Subscriber Base The acquisition campaign doubled in scope, with more email waves, direct mail touchpoints, and digital remarketing. Incentives like early access to a John Williams concert, discounted CYO5+ packages, and free parking offers fueled growth. The strategy paid off, delivering a 43% surge in new subscriber sales year-over-year.
Results: A Subscription Surge and Record Revenue Growth
- Subscription revenue up 24% year-over-year
- Subscriber households up 26%
- New subscriber sales up an astonishing 57%
By prioritizing behavior-driven engagement, the orchestra deepened relationships, optimized revenue, and expanded its loyal subscriber base.
Key Takeaways:
Across all three orchestras, a clear pattern of success emerges:
✅ Personalized messaging works: Targeted emails based on past purchases drove higher renewal rates.
✅ Incentives fuel commitment: Smart discounting encouraged larger purchases and earlier buy-in.
✅ Multi-channel marketing drives results: Combining email, direct mail, and digital ads strengthened the campaign.
✅ Single-ticket buyers are future subscribers: Engaging these patrons early helped convert them into long-term supporters.
✅ Loyalty is a long game: Consistent audience engagement built trust and retention.
Conclusion: From Recovery to Record-Breaking Growth
Minnesota Orchestra’s success story proves that data-driven marketing, strategic incentives, and audience insights can accelerate growth and deepen engagement. By focusing on renewals, multi-buying incentives, and acquisition strategies, the organization has set the stage for continued success.
Looking to grow your subscription base? Let’s talk —TRG Arts is here to help arts organizations achieve record-setting audience engagement and revenue growth.