How Il Rossetti transformed its relationship with spectators through data centralization and tailored communication.
Rossetti Theater Teatro Stabile del Friuli Venezia Giulia
Data and personalization: A new era for audience engagement
A historic theater in the digital age
Founded in 1954, Il Rossetti is one of Italy’s most prestigious national theaters. Located in Trieste, it offers a diverse program ranging from classical theater to musicals, dance, and concerts.
In January 2023, the theater embarked on a digital transformation with Arenametrix’s CRM & marketing platform, aiming to better understand its audience and personalize interactions.
The challenge? Turning a diverse audience into an engaged community through targeted communications and smart data utilization.
A data-driven strategy to enhance the theatrical experience
During performances of The Phantom of the Opera (July 4–16, 2023), Il Rossetti first implemented a strategy based on three key elements:
-
Seamless integration with the ticketing system
By integrating Arenametrix with the Vivaticket ticketing system, ticket sales were centralized in real time, including online purchases and those made through third-party networks. The outcome: A significant time-saving for the team and an enriched database. -
Personalized and engaging communication
A tailored communication journey was designed to guide spectators before, during, and after the performance. -
In-depth audience insights
Data analysis provided valuable insights: Audience members from 70 nationalities, an average spectator age of 44, with a strong presence of young attendees (25–40 years old), a 93% seat occupancy rate, confirming the production’s strong appeal, etc.
6300
emails sent – only 4 unsubscribes
80%
average open rate for these emails
21%
click-through rate for these emails
25%
of tickets sold on the first day
A complete and personalized spectator experience
Il Rossetti’s success is built on three pillars:
- Efficient data centralization, simplifying audience management and analysis.
- Smart data utilization, enabling tailored offerings and maximizing engagement.
- Hyper-personalized communication, strengthening the bond with spectators:
- Before the show: A welcome email introducing the production.
- After ticket purchase: A thank-you message revealing the cast and behind-the-scenes insights, and a practical information communication (theater access details, showtimes, link to subtitles).
- Post-performance: A satisfaction survey, with responses integrated into the theater’s database to enhance future services.
