Performing Arts Webinar
Did subscriptions & audience retention in the performing arts ever go hand in hand ? 

Audience subscription in the classical music and performing arts industry is nowadays a burning topic: some are ready to drop it, saying it’s an outdated model ; others are strong advocates, saying it remains the safest way to reach a minimal capacity and to manage loyalty efficiently by providing attractive advantages. And how can you blame them: who doesn’t dream of a Netflix-like success story in the theatre world?

At the same time, audience members are definitely looking for more flexibility and many of them now prefer buying tickets on short notice. Beyond this question about subscription lies a deeper issue: attractivity & audience retention.

What are the innovative models today and which make us question this status quo?
As the 2023 is underway, what should a theatre, a concert hall, an opera house do to attract new audience members and retain them? How can we manage loyalty and think outside the traditional Patrons-Subscribers box?

subscriptions & audience

Arenametrix was glad to host a webinar on the topic by bringing together speakers coming from different backgrounds, all with a strong common passion for classical music and the performing arts. Strong with their expertise, they shared their thoughts on new inspiring models.

        • Magdalena Menheere from the Austrian Federal Theaters Holding (Bundestheater Holding) has a long and rich experience in ticketing for cultural venues, discussed what have been the hot topics in ticketing for Austrian theatres in the past 10 years. Which ones are fading away, which ones are new?

        • Have you heard of the new ClassicCard App in Berlin? Sophie Garzon-Lapierre from easy-Connect and Kerstin Glasow from the Berlin Philharmonics present the newly digitised approach of a flexible membership model for young customers under 30, including 10 participating institutions throughout Berlin

        • Krystian Nowakovski (Berlin/Vienna) from the Gravity Project, talked about how to attract first-times at the opera and keep them thanks to via open innovation & data-driven marketing.

        • Discussion with Viêt Cao from Synapse C, Digital Centre of Excellence, presenting its work with Thomas Roy from Concert bleu on how to how to mutualize data for cultural organizations.


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