There’s a buzz at Newcastle Theatre Royal (NTR), and the numbers tell a story of remarkable growth and strategic success. From outpacing pre-pandemic sales to launching a high-performing membership scheme, NTR is setting an example for arts organizations everywhere.
Let’s dive into the strategies and outcomes behind their success.
Sales Surge: More Bookers, Tickets, and Revenue
With strong programming and expanded on-sale marketing activity, NTR exceeded both 2023 and pre-COVID benchmarks in sales this fiscal year to date (April – October 2024) in every major metric:
- 24% more bookers than 2023, and 28% more than 2019.
- Tickets sold increased by 25% from 2023 and 44% from 2019.
- Revenue skyrocketed by 45% compared to 2023 and by 50% vs. 2019.
- Per capita spend rose 11% from 2023 and 5% from 2019.
- Frequency grew 7% vs. 2023 and 20% vs. 2019.
Membership Makeover: A New Era of Loyalty and Value
Memberships are more than just a revenue stream—the recurring revenues they bring enable orgs to take risks, budget further in advance, and have confidence in decision-making. Newcastle Theatre Royal and TRG Arts collaborated to launch an updated membership scheme in FY25 that features expanded levels and benefits.
The results?:
- Average member value increased by 60%.
- Retention rates exceeded expectations. Overall retention during the transition hit 61%, surpassing the 50% target. Friends membership retention reached an impressive 85%.
- Upgrades were frequent: 24% of members moved to higher-value tiers, while only 3% downgraded.
- FY25 membership revenue targets were met before then end of the third quarter.
Brochure Brilliance: Doing More with Less
We may be In the era of digital communication, but print brochures remain a cornerstone of arts marketing. NTR, however, has shown that even traditional tools can be reimagined.
Here’s how NTR’s brochure strategy for 2024 delivered results while using segmentation to make their marketing materials work harder:
- Cost savings and expanded reach: Mini-brochures reduced costs by 13% compared to 2023 and 18% vs. 2022, while allowing NTR to send brochures to 5% more bookers.
- Enhanced sales impact: Ticket sales driven by brochures were up 8% in Spring 2024 vs. 2023, and the Spring 2024 multibuy offer increased frequency by 14% compared to 2022 (when no offer was in place). Additionally, per capita revenue increased by 11%, even with discounts applied.
- Revenue growth: Brochure-driven revenue rose by 14% compared to 2023.
What We Can Learn from NTR’s Success
NTR’s achievements in FY25 provide valuable lessons for arts organizations of all sizes. By leveraging data-driven decisions, NTR demonstrated the efficiency and impact of strategies such as optimizing brochures and understanding audience segments— and the results don’t lie.
Their successes also reflect the importance of well-designed membership programs, which can significantly boost both audience loyalty and financial sustainability. Strategic investments, such as reallocating resources or streamlining processes, show that reducing costs in one area doesn’t have to mean sacrificing results—in fact, it can often lead to greater achievements. NTR’s partnership with TRG Arts illustrates that with the right strategies in place, arts organizations can move beyond recovery and into a thriving future.
Is your organization ready to achieve results like Newcastle Theatre Royal?
At TRG Arts, we specialize in helping organizations like yours make impactful decisions. Let’s talk. Reach out to our team for personal recommendations and resources to kickstart your year.