Customer loyalty to performing arts venues. Between routines and coincidence

Jul 24, 2019

The development of customer loyalty in the performing arts differs from the development of customer loyalty in other sectors. The goal of this study is to understand, describe and explain customer loyalty to performing arts venues.

This resource was published in 2013 by Pieter de Rooij.

Customer loyalty to performing arts venues. Between routines and coincidence


Recommended resources

Nov 08, 2018
By The Wallace Foundation
Nov 08, 2018

This case study originally released in 2011 describes how the Steppenwolf Theatre Company has addressed the vexing problem of falling ticket subscription rates by developing deeper relationships with both subscribers and non-subscribers. To that end, it launched an experiment centered on promoting a dialogue among audience members and the artists about the process of creating theater. Audience members took part in nightly post-show discussions, attended special thematic events and were offered access to a rich selection of online content—including videos, podcasts, blogs, articles and slide shows—in which the artists talked about their work from a variety of perspectives.

The result: During a two-year period, many audience members who used to attend only one performance per season bought tickets to two, three or more shows. At the same time, the relationship-deepening initiatives had the added benefit of supporting high subscriber renewal rates.

This report is part of a set of case studies and reports looking at the efforts of arts organizations that received Wallace Excellence Awards to reach new audiences and deepen relationships with current ones.


Sep 19, 2018
By Dance/USA
Sep 19, 2018

Dance/USA conceived of EDA to increase the field’s capacity to engage audiences by funding new practices and research and sharing all that was learned with the field. 

Go to the album

Jul 19, 2018
By Rosie Neave
Jul 19, 2018

Dentro de las ponencias que tuvieron lugar en el marco del V Seminario Internacional Formación de Audiencias (2015), organizado por el GAM en Santiago,Chile, destacamos la ponencia de Rosie Neave, directora de comunicaciones de The Place.

The Place, es probablemente el centro coreográfico más importante del Reino Unido y uno de los más importantes de Europa. Es un hervidero de creatividad, esfuerzo, juventud y espíritu de superación. Un centro coreográfico que forma bailarines, pero que va mucho más allá. Un modelo al que seguir de cerca.

En su ponencia, Rosie expone las estrategias de fidelización que han llevado a cabo y el uso integral de soportes digitales en la creación de audiencias para la danza y el ballet.

 


Join us