Page 25 - Volume 41-Number 04 11-07-18.pdf

Continued from page 21
Data-Driven Decisions:

Besides the question of whether bar selection matters to patrons, we’ve uncovered a long list of other insights
into our patrons. Some of the most interesting things we learned were:
• 20% of our patrons are visiting for their first time. We are considering touch points to encourage
future visits.

• The box office has a bigger role than just selling tickets. They are important to donor
development and overall experience.

• Through data segmentation, we can make adjustments based on show type. Broadway patrons’
expectations are not the same as comedy show patrons.

A theatre’s patron experience impacts success in many ways including ticket purchases, concession sales,
donations, future marketing, social media equity, and ambassadorship. Listening to our patrons is important
because it provides us with a deeper understanding of their needs, gives us perspective, allows us to exceed
expectations, and lets them know they matter.

NOTE: A League Regional Conference to be hosted by the Tennessee Theatre is planned for April 17-18, 2019.

Herbst Theatre
San Francisco, CA
212.244. 2800
www.evergreene.com