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DID YOU KNOW? Subscription sales and the needs of a ticketing system

For many performing arts organizations, subscription package sales are one of the key components of their overall earned income plan, their season ticket sales goals, and they’re audience development and loyalty targets and measures. By bundling together a season of events for a discounted price, your most loyal patrons can purchase the package before the season begins, secure they’re favorite seats for the entire season, and be sure to enjoy all your organization has to offer.

From an administration standpoint, subscriptions can be complex to manage, service and account for through the year, and can be even more tricky when it comes time to sell the next season to existing subscribers, ensuring they have the ability to retain their seats and tracking the income from packages correctly to the proper show income lines.

A subscription package consists of individual shows built into your ticketing system with their individual performances.  Pricing is set up for single tickets and then the discounted for subscription.  Performance series then are configured for the groupings of performances across the shows in each series option, such as opening Friday, first Saturday, first Sunday, etc.  Lastly are the packages themselves, such as a 6 show season package.  From that most standard configuration, the patron then chooses first the package, then the performance series and number of tickets by person type, then the seats they want which will be the same for each performance, then they pay for their package and they are done.  They have all their seats for all performances for the season.

Alternatively, some organizations don’t have matching performance runs, different pricing for each show, different venues for different shows and more.  These add to complexity and many systems ultimately do not handle these well.

Once sold, the system must also account properly for the income, and attribute it correctly to each show, even if the price of the individual shows may differ; what percentage or portion of the package goes to a specific show, for example.

Lastly, subscription sales from last year need to be rolled over into new unpaid orders for the next year to retain the existing subscriber seats, giving them an opportunity to renew their package and make any seating change requests prior to new orders being placed.  Once renewals are completed then new orders can be processed, and when ready, tickets can be printed and sent out, held at will call, or delivered in other ways.

As can be imagined, handling all these elements together, in an efficient and secure way, with outcome reporting you can rely on, can be difficult or impossible for many ticketing systems.

Thankfully the Arts People system is designed to help you configure all these intricacies smoothly, and our staff can help you to make it all happen easily and efficiently.  From seasonal setup to pricing options, order rollover to email notices and/or mail order forms, we make the challenges of season subscription campaigns easy to overcome.  We help you make your subscriptions a success for your organization, and a pleasure for your patrons.

For details about the Arts People system and how it handles subscription package sales in accurate industry-standard methods, contact us.  We’d be happy to consult on your needs to see if you’re a right fit for the system.

White paper: A well planned Season Announcement event can boost your subscription base

If you’re not executing a well planned and strategic season announcements event as part of your yearly marketing cycle, you’re losing an enormous opportunity to build your subscription base and generate much needed income to fund your upcoming season.

If you ARE holding an announcement event, there may be ways you can increase its effectiveness and capitalize on the excitement of the announcement even more.

Arts People Marketing Director Patrick Spike outlines an effective event with tips and strategies for increasing the resulting package sales, with after event tips to propel sales even more.

Request a download link for this white paper:

Note that you will have 10 minutes to download your requested document from the email received.

 

White paper written by 

Patrick Spike - Marketing Director of Arts PeoplePatrick Spike – Marketing Director for Arts People

Former Audience Development Director for Bag&Baggage Productions, with over 30 years experience in performing arts creation, administration, marketing and fundraising.