Rennes Opera House

Turning data into connection: a smarter way to engage your audiences

Discover how the Rennes Opera House has optimized its loyalty and diversification strategy thanks to Arenametrix CRM.

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Rooted in the heart of the city since its opening in 1836, the Rennes Opera House captivates audiences with its artistic richness and strong local ties. Hosting over 80 performances each year, the institution stands out for its commitment to outreach, a varied and inclusive repertoire, and an ambitious strategy of openness drawing in an ever-widening audience, from first-time visitors to devoted opera enthusiasts.

Understanding audiences better for a more personalized relationship

Until 2021, audience data at the Opera House was fragmented, spread across ticketing systems, spreadsheets, and siloed departments like communications and education. This disjointed setup made it difficult to gain a clear picture of the audience, track the results of inclusion efforts, or facilitate internal collaboration.

The challenge was clear: adopt a unified CRM platform that could support both audience engagement and internal team coordination.

To meet this need, the Rennes Opera House chose Arenametrix, a solution designed to:

  • Centralize all audience data in one place, offering a 360° view of every contact;
  • Personalize marketing communications to specific audience segments and measure their impact on attendance;
  • Manage activities at a glance and obtain relevant insights into audience composition;
  • Provide internal departments with a collaborative and intuitive tool that promotes information sharing.

A smooth and collaborative implementation

  • Seamless connection with the ticketing software:
    Arenametrix is fully integrated with Rodrigue, allowing ticketing data to be automatically synced on a daily basis. This information is instantly accessible to all teams, offering real-time insights that strengthen audience understanding across the organization.

  • Advanced audience segmentation:
    Thanks to Arenametrix's powerful filters, the Opera can analyze its audience in detail according to criteria such as age, frequency of attendance, musical preferences, and purchasing behavior. These dynamic audience groups can then be effortlessly targeted with tailored communications.

  • Spotting and engaging new audiences:
    For every performance, teams can identify first-time attendees with a single click. Follow-up surveys after the event help build a richer profile of these new visitors, supporting more meaningful engagement over time.

1,789

new contacts identified between June and October 2021

50%

first-time buyers for the show Drumming in Motion

38

average age of Drumming in Motion audience members, compared to 47 for the annual average

Tangible benefits for the Opera and its audiences

For the teams:

  • A user-friendly platform that’s accessible across all departments;
  • Easier management of activities (occupancy rates, sales, etc.);
  • A comprehensive, 360° view of the audience to support more informed decision-making

For the audience:

  • Personalized communications tailored to their interests and attendance habits;
  • Improved promotion of the season’s programme through a more direct and meaningful connection !
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Equipping ourselves with Arenametrix was essential on multiple levels: for strategic monitoring, audience knowledge, and information sharing across the entire team.

Our mission is to diversify the opera’s audience and find ways to bring wider publics to bold artistic offerings — and Arenametrix plays a key role in helping us achieve that.

Matthieu Rietzler, Director of the Rennes Opera House
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