Upcoming Webinar: Make Time to Make Money

Word cloud created from an open-ended TRG survey question on
the greatest challenge practitioners face. Created via tagxedo.

Title: Make Time to Make Money
Date: Wednesday, February 27
Time: 2-3 p.m. EST/11 a.m.-noon PST
Cost: Free--register here.

A recent TRG survey suggests that if you’re stressed out by competing critical priorities and dealing with too many challenges to achieve them, you are not alone. The survey shows a snapshot of arts practitioners pulled in many directions – too many to focus on and still meet big objectives around patronage and revenue.

In this one-hour TRG.Rx webinar, TRG’s CEO Rick Lester and President Jill Robinson prescribe must-do actions to get your organization on track to succeed in 2013.

You’ll learn:
•  What kinds of activities you can stop doing
•  How you can start making patron-based decisions that generate greater and longer lasting revenue
•  Why patron data can help you clear your schedule for activities that matter most

Assemble your colleagues and plan to attend together because we’ll be answering the kinds of questions that your whole team wants hear. Plus, learn about free post-webinar one-to-one consultations that TRG is offering for a limited time to organizations that participate in this webinar.

TRG CEO Rick Lester and President Jill
Robinson team up to lead this new webinar.

To Register:
1. Click here to register at GoToWebinar.
2. Fill in the short form and SUBMIT.
3. You will receive log-in information for the webinar in the confirmation email.

Mark your calendar; mind your time zone:
Wednesday, February 27
11 a.m. Pacific
Noon Mountain
1 p.m. Central
2 p.m. Eastern

Upcoming Webinar: Dynamic Pricing or Patron Loyalty?

Dynamic Pricing or Patron Loyalty? (Do Both in 2013-14.)
Date: Wednesday, October 31
Time: 2-3 p.m. EDT/11 a.m.-noon PDT
Cost: Free--register here.

TRG CEO Rick Lester and President
Jill Robinson lead this new webinar.

TRG’s latest work has focused on how ticket pricing and inventory management practices impact patron loyalty.  The conclusion?  Pricing – especially top-end tactics like dynamic pricing – must recognize and reflect the impact of these strategies on the loyalty of subscribers, donors, group and single seat buyers alike.  Why?  The risk of reduced contributed revenues is too great to ignore.

In this webinar, CEO Rick Lester and President Jill Robinson will offer must-know insights about the new tools, processes, and revenue results that come from placing the most loyal patrons in the best seats at the best price.

You’ll learn about:
•    Making strategy decisions now that can payoff in more revenue and more loyal patrons next season.
•    Measuring and observing best pricing practices for subscription packages, seat assignments, scaling the house, and discounting policies.
•    How to tell your price story in ways that secure loyalists (like subscribers) and drive newcomers to return back often.

Savvy managers will apply these techniques to grow sales revenues while improving both the demand for tickets and measurable growth in patron loyalty scores.

To Register:
1. Go to Webex: http://bit.ly/H95IXO
2. Click on "register" (free).
3. Fill in the short form and SUBMIT.
You will receive log-in information for the webinar in the confirmation email.
Note: To participate fully, you will call in for sound and log on to the online presentation and virtual dialog.

Mark your calendar; mind your time zone: 
Wednesday, October 31
11 a.m. Pacific
Noon Mountain
1 p.m. Central
2 p.m. Eastern

Upcoming Webinar: Christmas in July

Update: Thanks to everyone who signed up for the webinar. If you missed it, you can still view the recording here.

Christmas in July:
Maximizing Holiday Revenue Starts Now           

Date: Tuesday, July 17
Time: 2-3 p.m. EDT/11-noon PDT
Cost: Free--register here.

It’s summer—the time of year when an arts manager’s thoughts turn to poolside fun, family vacations, and—of course—planning for A Christmas Carol, The Nutcracker, yuletide concerts, and other holiday blockbuster events.

Not on your calendar yet? Then you are missing a major opportunity.

Holiday productions equal big money for arts organizations. But how can you get the most out of this once-a-year opportunity?

New York City Ballet (NYCB) wanted exactly that—to maximize revenue. The company had been selling out most of its performances of The Nutcracker. However, NYCB could not add more performances. Growth had to come from the schedule already in place.

NYCB Director of Marketing
Karen Girty

In partnership with TRG Arts, New York City Ballet found ways last summer to increase revenue from The Nutcracker in December 2011, and as a result it generated an additional $1.1 million. Read the New York City Ballet case study.

NYCB’s Director of Marketing Karen Girty joins TRG’s Keri Mesropov and Lindsay Homer to detail how they did it—and how you can get your organization on track for big holiday season success. You’ll learn:

• how pricing and scaling can make or break holiday revenue 
• best practices for timing and deploying a holiday campaign 
• specific techniques Girty, Homer, and Mesropov used to drive revenue at NYCB

To Register:
1. Go to Webex: http://bit.ly/H95IXO
2. Click on "register" (free).
3. Fill in the short form and SUBMIT.
You will receive log-in information for the webinar in the confirmation email.
Note: To participate fully, you will call in for sound and log on to the online presentation and virtual dialog.


Mark your calendar; mind your time zone:
Tuesday, July 17
11 a.m. Pacific
Noon Mountain
1 p.m. Central
2 p.m. Eastern

Questions? Comments? Contact us, or comment below.

Upcoming Webinar: The Loyalty Business Model

Update: Thanks to everyone who signed up for the webinar. If you missed it, you can still view the recording here.

Announcing TRG's latest webinar...

The Loyalty Business Model:
How to use passion for the arts to drive revenue           

Date: Wednesday, April 18
Time: 2-3:15 p.m. EDT/11-12:15 PDT
Cost: Free--register here.

While some debate the feasibility of the current arts business model and look to new audiences to fill the gap, the fact remains: only 1 out of 5 new patrons come back a second time. Our problem is not new audiences; it’s keeping the patrons we have--and increasing their loyalty to our organizations.

Loyalty can be achieved when a patrons’ passion for the arts is activated. Strategies that promote loyalty involve common-sense measures to draw in "newbies" and deepen relationships among first- and long-time patrons.  Best practices focus on increasing patron satisfaction and, in turn, ongoing revenue. The 5th Avenue Theatre, in collaboration with TRG Arts, is building a wholly new model of audience engagement, centered on this view of patron loyalty. 

5^th Avenue Theatre’s Vice President of Marketing and Communications Sean Kelly and TRG’s Senior Consultant Laura Willumsen lead this webinar, which focuses on the benefits of viewing patron interactions through the lens of their lifetime loyalty to your organizations. You’ll learn:

●     why loyalty is the only sustainable model for revenue growth
●     what makes a targeted, purposeful loyalty strategy different from more general audience engagement programs
●     about the specific techniques Kelly and Willumsen used to drive retention, as well as increase engagement and revenue at 5th Avenue Theatre

To Register:
1. Go to Webex: http://bit.ly/H95IXO

2. Click on "register" (free).

3. Fill in the short form and SUBMIT.

You will receive log-in information for the webinar in the confirmation email.

Note: To participate fully, you will call in for sound and log on to the online presentation and virtual dialog.

Mark your calendar; mind your time zone:
Wednesday, April 18
11 a.m. Pacific
Noon Mountain
1 p.m. Central
2 p.m. Eastern

Questions? Comments? Contact us, or comment below.

Upcoming Webinar: Demand and Success Factors for Museum Pricing

TRG President Jill Robinson

Admission price increases at some of America’s highest profile museums trigger major media coverage and a “fear factor” in discussions about how museums should determine pricing. However, museums aren’t getting useful direction from the dialog about the pricing, says TRG President Jill Robinson in her recent blog post.

Jill leads TRG’s counsel for museums, and in this free webinar she will explain the demand-based pricing approach that has led TRG clients to sustaining revenues and lasting patron loyalty over the last two decades. Hear how pricing fits into a smart revenue strategy as well as the key success factors for optimizing admission pricing in museums and other membership-based organizations. Jill will make a brief presentation and then take your questions.

Join us for this free hour-long webinar on November 29, 2011 at 1 Eastern/10 Pacific.

To Register:
1. Go to Webex: http://bit.ly/tLvqLi

2. Click on "register" (free).

3. Fill in the short form and SUBMIT.

You will receive log-in information for the webinar in the confirmation email.

Note: To participate fully, you will call in for sound and log on to the online presentation and virtual dialog. 

Webinar: Is your pricing strategy working?

TRG Arts CEO Rick Lester

Get a pricing briefing from TRG Arts CEO Rick Lester Thursday, September 15th at 11 a.m. Pacific Daylight Time during a free webinar previewing the October ArtsReach conference. Rick joins ArtsReach CEO John Zorn and Patron Technology’s Michelle Paul for a free advice-packed online panel presentation. Rick’s short tutorial will use a demand diagnostic analysis to show whether admission prices are too low, too high or right on the money.

Sign up for the webinar (free) here.

Rick will present a 3-hour intensive for marketing, development and ticket colleagues on pricing and dynamic demand principles, Pricing Arts: A Team Clinic, at the ArtsReach conference in San Francisco, which runs from October 28-30. More info on the conference here.

Upcoming Webinar on Dynamic Pricing and Patron Loyalty

Regular readers of this blog know that we've talked about dynamic pricing quite a bit in past weeks, including the case study of Vancouver's Arts Club Theatre Company (ACTC), who found success with dynamic pricing as part of an integrated patron loyalty strategy. Our latest webinar, led by TRG consultants and ACTC staff, goes in-depth on this case study. 

Title: Dynamic Pricing is NOT the Story
Date: Wednesday, August 3, 2011
Time: 11 a.m. to 12 Noon, Mountain Daylight Time
(See below for your time zone)

Dynamic pricing, the tactic of raising prices after tickets go on sale, has often been in industry headlines these days. However, when it comes to growing revenue and increasing patron loyalty, it’s not the whole story. While it’s true that Vancouver's Arts Club Theatre Company (ACTC) generated six-figure revenue from dynamic pricing, the real news is how ACTC increased the number of its most loyal subscribers. Read more about ACTC's success on TRG's blog, and register for the webinar to hear TRG consultants and ACTC staff retell ACTC’s $3 million client success story, including how:

• Loyalty strategies -- not pricing tactics -- led to sustaining revenue.
• Unified, company-wide change in focus brought about increased revenue and subscribers.
• Dynamic pricing made subscribing more valuable.

To Register:
1. Go to Webex: http://bit.ly/nkw5r5

2. Click on register (free).

3. Fill in the short form and SUBMIT.

Mark your calendar; mind your time zone:
Wednesday, August 3, 2011
10 a.m. Pacific
11 a.m. Mountain
Noon Central
1 p.m. Eastern

Questions? Comments? Contact us, or comment below.