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Posts Tagged ‘War Horse’

Check out this super awesome promo created by my company, BROADWAY ACROSS AMERICA announcing our 2012-2013 season in Boston! (More season announcements from around North America to come in my next post…)

 

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A special guest from WAR HORSE visits the Crowne Plaza Ballroom.

The 2011 Spring Road Conference ended on a high note late last Thursday with a fabulous closing night party hosted by THE BOOK OF MORMON. A wonderful finale to a fun and educational few days.

Over Wednesday and Thursday, there were several more panels on a variety of industry-related topics, but first, a couple of additional takeaways on ticketing and pricing, which I talked about a bit in my previous post…

One presenter, Gina Vernaci, the Vice President of Theatricals at PlayhouseSquare in Cleveland revealed that she and her staff were able to increase their subscriber base, in part, by no longer offering a “mini-package” option. In my previous post, I mentioned that a number of markets out there offer “flex packages” to try and entice those people who may not want to get locked into an expensive full subscription package. Even though Vernaci said she realized that not offering a mini-package was counter-intuitive, she decided to give it a try, offering instead more affordable packages for her entire season of seven shows. Vernaci also looked at her house and did some re-pricing. As it turns out, applying both of these ideas worked well for her market, as her sub load-in increased to approximately 22,000. Another point that someone made during these discussions was how important it was to not set ticket prices too high. The argument being that it’s easier to raise prices than to lower them. Having to lower a ticket price sends a different message, and not a positive one, compared to keeping prices steady, or raising them, which implies a greater demand.

Switching gears a bit, Wednesday morning opened with a fascinating talk called “Making Your Case” during which panelists and audience members described their recent experiences in Washington where the push is on to get the theatre industry on the radar screen of lobbyists and politicians. One of the panelists included the esteemed Broadway producer, Tom Viertel, Chairman of the Board at Scorpio Entertainment. Viertel announced the impending formation of a Legislative Council that will include theatre industry professionals from each state, who will be liaisons between the theatre industry stakeholders within their state and elected representatives.

One major lobbying effort that the theatre industry has been working on relates to securing tax breaks for theatre investors that are similar to the tax breaks that investors in film and investors in U.K. theatre productions receive. A bill in support of this tax break initiative for theatre producers is reportedly being considered in Washington, and it was announced that Senator Charles Schumer of New York will likely be introducing it in the next several weeks.

A main takeaway from this panel discussion was that while there are professional lobbyists out there, we all have to be our own lobbyists and get out there, get to know our public officials personally, and “make a case” for our industry.

Switching gears again, another illuminating seminar that was popular among conference attendees was called, “A Vision Of The Digital Future” where professional digital marketers, along with the SVP of Digital Operations at The New York Times, discussed the ways in which social media drives real time experience, and how “mobile” is now the biggest trend in digital communication. The panelists also all agreed that these days it has become imperative to brand your product across platforms in order to allow users to access your brand in variety of ways.

The panelists also stressed that gathering research and data to determine and understand your audience was the key to help you best decide on branding strategy and that data analytics should be used to drive decisions on how one chooses to invest time and money in social and digital marketing strategies. You need to look at your consumers’ habits, see what platforms they use and understand how to integrate the media that your consumers are using.

The panel encouraged those in attendance to really think about how to use social media and emerging technology to further the experience and relationships with subscribers. “Geotargeting,” the capability of determining where a website visitor is located, came up often as a popular method to proactively reach out to consumers in order to deliver content in an interactive, spontaneous and fun way. “Geotagging” was also suggested as a way to get word out about a show. For example, find a way to get a patron to use an app while in your theatre that allows her to let people know she’s there and that allows her the capability of letting people know out in the world right then and there how she feels about the show.  The other major takeaway from this discussion was the importance of content. Your audience is expecting something valuable and exclusive, so the content of your message must offer something they can’t see, or get, anywhere else.

Because theatre is live, it is always going to be a unique experience that people can’t get anywhere else, but it is clear that if theatre is to remain alive and thrive in this country, we must collectively fight the good fight and advocate for the performing arts on a political level, and also stay in step with the fast-moving times by embracing the digital world and using it to our best advantage.

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