Boosting Theatre Sales with Subscriptions and Flex Passes
In the competitive world of performing arts, theatres are constantly searching for effective ways to engage audiences and increase revenue. Two popular strategies that have proven successful are subscriptions and flex passes. Boosting theatre sales with subscriptions anf flex passes is one of the best ways statistically to boost your organization’s profit. Understanding the differences between these options is crucial for implementing them effectively.
What’s the Difference?
Subscriptions are packages where patrons commit to a series of performances typically for an entire season. Subscribers purchase a fixed number of tickets in advance, often receiving benefits such as: priority seating; keeping the same seats throughout the duration of the season; and discount on the season’s tickets (compared to purchasing all single date tickets). This model builds a dedicated audience base while ensuring predictable revenue.
Flex Passes, on the other hand, provide more freedom. Patrons buy a set number of tickets that they can use at their discretion throughout the season, allowing for greater flexibility to choose shows that fit their schedules. This option appeals to those who may not want to commit to specific dates in advance.
Benefits of Implementing Subscriptions and Flex Passes
1. Financial Stability
Selling subscriptions and flex passes allows theatres to secure upfront revenue, which is vital for effective budgeting and planning. This financial predictability supports better resource allocation, enabling the production of higher-quality performances.
2. Audience Engagement
Subscriptions foster repeat attendance, creating a deeper connection between patrons and the theatre. By offering exclusive events and opportunities, you can cultivate a community among subscribers that enhances their overall experience.
3. Improved Marketing Opportunities
A strong subscriber base enables targeted marketing campaigns. Theatres can tailor communications and promotions to specific audience segments, resulting in higher engagement and ticket sales for individual performances.
If you use a CRM such as MailChimp or Constant Contact, ensure that your ticketing provider attaches tags to your patron purchases. Tags are used to understand your patron purchases in better detail. For example, a patron who purchases a season’s subscription would be sent your CRM platform with the tag subscriber. You can use these tags to tailor your emails to the specific demographic you’re hoping to reach.
4. Flexibility for Patrons
Flex passes cater to the modern audience’s need for flexibility. By allowing patrons to attend shows without rigid commitments, theatres can attract a broader audience who may be reluctant to purchase a full subscription.
Strategies for Success
1. Tailored Packages
Offer a variety of subscription and flex pass options. Consider creating packages based on different themes (e.g., drama, comedy, family shows) or price points to appeal to diverse demographics.
Packages that have proven to be quite popular are the “Opening Night” packages or a “First Saturday Package”. These packages are enticing because it allows the purchaser to know that they will receive the same seats for each opening night performance (par example).
2. Incentivize Early Purchases
Encourage early buying with incentives such as discounts or exclusive access to premium seating. This strategy boosts initial sales and helps with cash flow at the start of the season.
3. Promote Loyalty Programs
Implement loyalty programs that allow subscribers to earn points for every ticket purchased, redeemable for discounts or free tickets. This fosters a sense of value and encourages ongoing patronage.
4. Engage Through Digital Platforms
Utilize social media and email marketing to keep your audience informed about upcoming shows, subscriber events, and special promotions. Regular updates maintain excitement and can prompt last-minute ticket purchases.
5. Gather Feedback
Regularly solicit feedback from subscribers and flex pass holders. Understanding their preferences and experiences can help refine your offerings and guide decisions about future programming.
Conclusion
Leveraging subscriptions and flex passes is a powerful way to enhance sales and build a loyal audience in the theatre industry. By providing flexible and engaging options, theatres can improve patron experiences while ensuring financial stability. As the performing arts landscape evolves, embracing these strategies will not only attract more attendees but also foster a vibrant and sustainable arts community.
Looking for a ticketing provider that offers all this and more? TicketPeak not only offers both subscriptions and flex passes, they also are constantly looking into client data to see how you can earn more profit for your organization. Schedule a demo with us if you’re looking to learn more.
