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Increase Your Subscription Renewal Rates And Bring In More Subscribers

The start of a new theater season is always an exciting time as theater companies announce the shows for their upcoming season. For many theaters, it’s also time to start asking their subscribers to renew their subscription for the upcoming season. In this blog post, we’ll explore some tips on how theaters can increase their subscription renewal rates and bring in new subscribers.

Tip #1: Start Early

One of the most effective ways to increase your subscription renewal rate is to start the process early. If your subscribers know that their subscription is coming up for renewal, they will be more likely to renew it. Consider sending out renewal notices several months before the start of the new season. This will give your subscribers plenty of time to consider their options and decide.

Action Items:

  • Send out renewal notices several months before the start of the new season, reminding subscribers of the benefits and offering them an early-bird discount if they renew their subscription before a certain deadline.
  • Offer a sneak peek of the upcoming season to subscribers who renew early, giving them the first chance to select their seats before single tickets go on sale.

Tip #2: Offer Incentives

Another way to increase your subscription renewal rate is to offer incentives to your subscribers. For example, you could offer a discount on the subscription price for subscribers who renew early. You could also offer exclusive benefits, such as priority seating or backstage tours, to subscribers who renew their subscription.

Action Items:

  • Offer a free upgrade to premium seats for subscribers who renew their subscription for the upcoming season.
  • Provide an exclusive backstage tour or meet-and-greet opportunity for subscribers who renew their subscription for multiple years.

Tip #3: Stay in Touch

It’s important to stay in touch with your subscribers throughout the year, not just when it’s time to renew their subscription. Consider sending out newsletters that provide updates on upcoming productions, behind-the-scenes glimpses, and other exclusive content that will keep your subscribers engaged and excited.

Action Items:

  • Send out regular email newsletters with insider information, behind-the-scenes content, and interviews with actors and crew members.
  • Host subscriber-only events throughout the year, such as a holiday party or a summer picnic, to help build a sense of community among your subscribers.

Tip #4: Bring in New Subscribers

While it’s important to retain your existing subscribers, it’s also important to bring in new subscribers. Consider offering special promotions or discounts for first-time subscribers. You could also partner with local businesses to offer package deals that include tickets to your productions.

Action Items:

  • Partner with local hotels to offer a package deal that includes a room and tickets to one of your productions.
  • Offer a discount or free ticket to subscribers who refer a friend to sign up for a subscription.

Tip #5: Sell Subscriptions Instead of Tickets to Single Events

One of the biggest benefits of selling subscriptions is that it provides a more stable revenue stream for your theater company. Subscribers are more likely to attend multiple productions throughout the year, which means that you can rely on that revenue stream to help cover your expenses. Additionally, subscribers are often more loyal to your theater company, which means that they are more likely to recommend your productions to their friends and family members.

Action Items:

  • Offer a subscription package that includes tickets to all of the productions in your upcoming season, as well as exclusive benefits such as priority seating and early access to tickets.
  • Create a subscription package that allows subscribers to select their own shows and dates, giving them flexibility and customization options.


In conclusion, the start of a new theater season is an exciting time, but it’s also a time when theaters need to focus on retaining their existing subscribers and bringing in new ones. By following these tips, theaters can increase their subscription renewal rates and bring in new subscribers. Additionally, by selling subscriptions instead of tickets to single events, theaters can enjoy a more stable revenue stream and build a loyal fan base that will help them thrive for years to come.

TicketPeak is a low-cost event ticketing service for frequent event producers looking to automate and simplify the ticket buying process for them and their patrons. TicketPeak is a cloud-based service that can handle multiple functions for event ticketing, audition management, class & workshop registrations while also being able to incorporate promotions, season passes and subscriptions.

Log in to your TicketPeak account to start increasing your subscription renewal rate and bring in more subscribers!


“Theater Subscriptions: The Value Proposition,” by Michael Kaiser, The Huffington Post. This article explores the importance of subscription sales for theaters and provides tips on how to create value for subscribers.

“5 Ways to Boost Your Theater Subscription Renewals,” by Christina Shonkwiler, Vendini Blog. This post provides actionable strategies for theaters to increase their subscription renewal rates, such as creating a sense of urgency and offering exclusive benefits.

“Why Subscription-Based Models are the Future of Theater,” by Marielle Mondon, American Theatre. This article discusses the advantages of subscription-based models for theaters, including increased revenue and audience engagement.

“5 Strategies to Boost Your Theater Subscription Sales,” by Brian Kelsey, ArtsHacker. This post provides tips for theaters to increase their subscription sales, such as offering flexible subscription packages and leveraging social media to reach new audiences.

“Marketing Strategies for Theater Subscription Packages,” by Andrea Cawelti, The Balance Small Business. This article provides insights on how to effectively market theater subscription packages, such as creating targeted messaging and using customer data to personalize offers.