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TCG and TRG Arts Launch the Single Ticket Theatre Collective

10 mid-sized theatres across the country will try out single-ticket plans and learn from each other’s data.

NEW YORK CITY: Theatre Communications Group (TCG), the national organization for theatre and publisher of American Theatre, and TRG Arts, the data-driven consulting firm for arts and cultural professionals, have announced the launch of the Single Ticket Theatre Collective, a 5-month initiative in which 10 TCG member theatres across the country will participate in personalized single-ticket campaign plans, classroom-style shared learning, and one-on-one consulting to maximize single-ticket revenue and deepen patron loyalty. The collective will comprise “mid-sized” theatres, defined here as theatres with budgets ranging from $1-$3 million. Learnings from the collective’s work will be shared at TCG convenings and disseminated broadly to the field.

Participating theatres are Central Square Theater (Cambridge, Mass.), Cygnet Theatre (San Diego, Calif.), Theatreworks (Colorado Springs, Colo.), Virginia Stage Company (Norfolk, Va.); American Stage Theatre Company (St. Petersburg, Fla.);  TheaterWorks (Hartford, Conn.); Dad’s Garage (Atlanta); Theatre J (Washington, D.C.); Timeline Theatre Company (Chicago); and New Repertory Theatre (Watertown, Mass.).

“Our research shows that theatres within this budget range have the highest subscription renewal rates, making a focus on single-ticket sales a particularly viable growth opportunity,” said Teresa Eyring, TCG’s executive director, in a statement. “We’ve found cohort learning to be an effective way of building community and results, and we’re grateful to serve as a bridge connecting our theatres with thought leaders like TRG Arts.”

Added Jill Robinson, president and CEO of TRG Arts, in a statement, “We are constantly looking for new ways to partner with, teach, and learn from arts and cultural organizations. The Single Ticket Theatre Collective represents the first time we’ll have a curated cohort of peer organizations in the room together at this budget size. The results here will go beyond the bottom line: With TCG, we’ll create a network of professionals from coast to coast, through shared experiences and expert curriculum, where we will share proven strategies to maximize revenue and lay the groundwork to deepen patron loyalty.”

Administrated by TCG and led by TRG Arts, the Single Ticket Theatre Collective is a unique model combining one-on-one consulting with classroom-style learning. Programming includes:

  • Expert counsel to maximize single-ticket revenue and deepen patron loyalty
  • Hands-on, strategic working time to develop comprehensive campaigns
  • Tactics to encourage early buying and change patron buying behavior
  • Focused gatherings at TCG national convenings
  • New reporting, analysis tools, and metrics to help measure, manage, and track campaign effectiveness
  • Peer learning with marketing professionals from across the country in intimate, focused summits, seminars, and conversations

“We’re thrilled about being part of the TRG Single Ticket collective, which comes at an opportune time as we prepare to return to our newly renovated space in 2019-2020,” said Jojo Ruf, managing director of Theater J, in a statement. “We look forward to digging more deeply and intentionally into work of this kind, to sharing the lessons we’ve learned in our year ‘around town,’ and to learning from our incredible colleagues across the country. What a gift to be part of this inaugural collective.”

TRG Arts (The Results Group for the Arts) is an international, data-driven consulting firm that teaches arts marketers, fundraisers and executive leaders a patron and loyalty-based approach to increasing sustainable revenue. TCG exists to strengthen, nurture, and promote professional theatre in the U.S. and globally.

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