increasing revenue in the arts
TRANSCRIPT
1.Change what we’re
offering
2.Collaborate (commercially),
3.Challenge convention
4. Change our culture
Change our offering
“Tesco's rise to the top is fascinating. If I had to put it down to one thing it would be diversification. It is quick to spot gaps in the market, adapts to consumer trends and gets ahead of the competition.”
“I like to have a meeting place,
get the chat out of the way
first. I’ve been to a venue that
is out in the sticks and it was a
bit just going there and coming
back… it’s not a night out. I
like package deals, especially if
it’s a meal before the show.”
> Great for the restaurant
> Great for the theatre
> Great for the customer
> Don’t let someone else take the money!
> Sell interval drinks vouchers
> Cross-sell other events in the basket
> VIP receptions at the interval
Collaborate (commercially)
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Box office system & email software
Phone room & website
Sales & marketing teams
✓
✓
✓
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✓
Challenge convention
“No one has to travel when surge pricing is in effect – it’s entirely your choice.”
“Most people who are booking at the end of
the sales cycle don’t know their ticket has
been dynamically changed. The only people
that do are the very small percentage of
people who have studied the brochure, where
we are clear to say that prices are ‘starting
at.’ The message becomes, ‘Book early,
because we’re really popular.’ ”
why
31.5% increase
£10.19 to £13.40
Challenge our culture
Interviewer:
Charlie:
Interviewer:
Charlie:
proactive
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1.Change what we’re
offering
2.Collaborate (commercially),
3.Challenge convention
4. Change our culture
