1. Jenifer Thomas Doug Lyons Kyle Wright Steven Roth
Thank you all, you’ve given us a quick insight into how you’re thinking about data and how you’re using it for the benefit of your business. We have a few minutes and I’d love to hear from each of you: what do you think is next for your business and the industry in how we approach data?
What analytics question is keeping you up at night?
Who do you think is using data well and what is your perception of how they’re using it?
Thanks all, let’s open up to the audience for questions.
Jenifer Thomas
Doug Lyons
Kyle Wright
Steven Roth
Senior Manager, Sales & Ticketing
Disney Theatrical Group
Executive Vice President, Client Services
SeatGeek
Digital Projects Director
The Shubert Organization
President
JCA Arts Marketing

2. What are we talking about today?
How we use data to make business decisions
How we use data to influence the customer experience
An interesting recent insight
As you can tell, we have a full gamut of presenters from primary ticketing systems, secondary integrators, producers, venues, and consultants, all of whom use data in diverse ways. So, in order to focus our thoughts, and to keep this very broad and unwieldy topic within our 20 allotted minutes, we decided to approach the conversation through three different lenses: data in business decisions, data in the customer or guest experience, and something new we’ve recently learned. And we should have a few minutes at the end of the conversation for questions for the group.

3. DOUG LYONS Executive Vice President, Client Services SeatGeek
So now I’ll welcome up Doug Lyons, Executive Vice President of Client Services for SeatGeek.
Executive Vice President, Client Services
SeatGeek

7. ● ●

8. KYLE WRIGHT Digital Project Director The Shubert Organization
Thanks Doug. Now we’ll transition to the venue, primary ticketing and producer side with Kyle Wright, Digital Project Director for the Shubert Organization.
Digital Project Director
The Shubert Organization

9. VENUE DATA
| Data in business decisions

10. | Data in business decisions

11. Aggregate.
Visualize.
Automate.
| Data in business decisions

12. | Data in business decisions

13. One of your top 20 customers is attending an event tomorrow
One of your top 20 customers is attending an event tomorrow. She was last here 4 months ago
| Data in business decisions
Your event is predicted to sell 68% (426 tickets). I’ve found 263 customers likely to be interested in this event
Your event just sold out price zone A. Price zone B has 82 of 106 seats available

14. | Data in business decisions

15. SO, KYLE, HOW DOES ANY OF THIS HELP PATRONS?
| Data in customer experience

16. | Data in customer experience

17. | Recent data insight
WHAT’S NEXT??

18. | Recent data insight

19. STEVEN ROTH President JCA Arts Marketing
Thanks Kyle. Lastly joining us is Steven Roth, President of JCA Arts Marketing.
President
JCA Arts Marketing

20. Under-Invest in Research at Your Peril
Philadelphia study
37 organizations surveyed (multiple genres)
Combined audience-driven revenue of $90M
Spend a total $25M in marketing to attract that revenue (28% of revenue)
Spend a total of $150,000 each year to learn about their audience (0.6% of marketing budget)
Lack of capacity & expertise
Not collecting usable data, or collecting data inconsistently
Outsource data collection & analysis
Limited understanding of current & prospective audience members
Setting, testing, and refining audience strategies without audience feedback
| Data in business decisions
This is an example of what can happen when you don’t use data.
A recent study in Philadelphia surveyed 37 performing arts organizations from multiple genres.
These 37 organizations had a combined ticket revenue of around $90 million. They spent $25 million (28% of their revenue on marketing.
They spend a combined $150,000 on data analysis. That’s less than 1% of their marketing budget
The result of not analyzing their data: They had little or no information about their audience, and could not make well-informed marketing decisions, and were doomed to repeat the process.
Source: TDC

21. The Band’s (Second) Visit
First Year Drop-off rate
n/a
80%
76%
81%
82%
% New
50%
43%
49%
46%
48%
| Data in customer experience
Question 2: How we use data to influence the customer experience
This is a retention chart from a performing arts organization. The chart tracks the % of patrons who come back for a second year.
Let’s look at the light blue box in Let’s call these 1695 patrons the class of Looking at the next year – we see that only 340 of those 1695 returned for the next season. That’s 20%. When we look at the retention behavior over the next 3 seasons we see the same pattern.
And we see this chart over and over again for all performing arts genres.
Now that we know this pattern, what can be done to change behavior? We work with our clients to analyzie what people saw in their first year, when the attended, what they paid, and develop targeted marketing campaigns to entice patrons to return the next year

22. “It’s difficult to attract a younger customer when our main demographic is babies.”
| Recent data insight
Third question: An interesting, recent insight.
This is a cartoon from a recent New Yorker. The caption: “It’s difficult to attract a younger customer when our main demographic is babies.
This got me thinking about the noise we hear about attracting millennials and Gen-x’ers to the performing arts. They need special care & feeding and programming that will appeal just to them.

23. Gen X & Millennials Aren’t All That Much Different From the Rest of Us
Yes, you can program for them specifically but . . .
They tend to gravitate to the most popular productions
9 opera seasons
The most popular opera each season overall was also the one favored by Gen X & Millennials
| Recent data insight
In our client work we have found that the so-called younger audience is not all that much different than the standard audience. If you have a show that’s a hit, the millennials & Gen-xers will be there.
This chart is from an opera company. We tracked Millennial & Gen X attendance over 9 seasons. The operas with the stars are the most popular operas with the general public and the Millennials and Gen-X’s. Suggesting that what’s popular for the general audience is also attractive to this specific audience.
Thank you. And now back to Jen.

24. Questions? Jenifer Thomas Doug Lyons Kyle Wright Steven Roth
Thank you all, you’ve given us a quick insight into how you’re thinking about data and how you’re using it for the benefit of your business. We have a few minutes and I’d love to hear from each of you: what do you think is next for your business and the industry in how we approach data?
What analytics question is keeping you up at night?
Who do you think is using data well and what is your perception of how they’re using it?
Thanks all, let’s open up to the audience for questions.
Jenifer Thomas
Doug Lyons
Kyle Wright
Steven Roth
Senior Manager, Sales & Ticketing
Disney Theatrical Group
Executive Vice President, Client Services
SeatGeek
Digital Projects Director
The Shubert Organization
President
JCA Arts Marketing

25. The Virtuous Circle of Selling Tickets and Fundraising
LUNCH
10:40 AM – 12:40 PM
UP NEXT
The Virtuous Circle of Selling Tickets and Fundraising
12:40 – 1:00 pm

26. Next Session will promptly
Sponsored By:
NETWORKING LUNCH
1:40 – 12:40 pm
Help yourself. Feel free to
mingle and move around.
Next Session will promptly
12:40 pm!