Flex Passes at the Heart of a Theatre Loyalty Strategy

Cincinnati Shakespeare Company – known to its friends as Cincy Shakes – is a resident ensemble organisation, presenting a year-round theatre programme in its contemporary performance space in Cincinnati, Ohio. Flex passes have been central to their approach for 30 years, at a time when many theatres were still relying on fixed-series subscriptions.

For Jeanna Vella, Director of Marketing and Data Analytics, flex passes are a key part of how Cincy Shakes builds audience loyalty and long-term value. She has managed flex passes across several CRM and ticketing systems, and subscription functionality in Spektrix is helping her discover new ways to deepen customer relationships and increase revenue.

Flex passes enable customers to purchase tickets upfront for multiple events across the season, and to redeem them right away or later in the year as plans evolve. Jeanna sees that flexibility as key to building loyalty among newer customers and reducing barriers to in-person experiences.

For many younger customers, “subscription” means on-demand TV. For theatres to succeed, Jeanna believes they need to emphasise the additional benefits of flex passes and subscription models, including savings, choice, and deeper connection with the organisation.

As a nonprofit theatre organisation, Cincy Shakes relies on donations as well as ticket sales to sustain its programme and community impact. By understanding the customer pipeline in the Spektrix system, Jeanna can prompt the right upgrades and donations at the right time in each audience member’s journey.

If you’re exploring new ways to grow loyalty, consider introducing a membership scheme alongside your flex passes.

That community involvement often begins with a donation, prompted by targeted messages and donation asks built into the Spektrix purchase pathway. Because flex pass holders can buy and redeem their passes online, and emails can be personalised with audience segmentation and special messaging for subscribers, there are multiple opportunities to help patrons understand the organisation and their role within it.

“Sometimes subscribers feel they’re big supporters because they’re a subscriber, and they are, but the cost of the ticket is only part of it. Some of the language that we use helps them understand that while we’re very grateful for their ticket purchase, it only covers so much of our costs to operate as an organisation, and would they consider adding a donation or being a donor.”

Those efforts to design relevant, customised prompts for every stage of the customer journey have paid off. Many of Cincy Shakes’ subscribers are also regular donors, making low-level gifts as they redeem their vouchers or adding a more substantial sum on top of their annual subscription. Whatever pattern of giving they choose, Spektrix enables a frictionless checkout and automated tools to tag, segment, and thank cutomers as they move from first-time bookers through to regulars and donors.

Cincy Shakes was one of the first organisations we worked with to adopt Ticket Subscriptions in Spektrix, designed to make it easier to configure, sell, and redeem flex passes online. Even before it was live, Jeanna worked closely with the Spektrix team to help ensure the feature reflected theatres’ real-world challenges and priorities, sharing feedback on ideas and developments along the way.

As Ticket Subscriptions was developed, Spektrix remained focused on creating practical, powerful technology for ticketing and sales teams and customers alike, streamlining the experience for every user. Because Spektrix technology is designed specifically around the needs of theatres and performing arts organisations, it was possible to hone in on the details, test different approaches, and give users the tools they need to succeed.

For customers, there was very little change. They may have found things a little easier than in previous years, but there was no need to send extra guidance; their checkout experience was largely unchanged, and they found it intuitive and stress-free to buy and redeem flex pass subscriptions.

The biggest change came for the ticketing and sales team. Previous technology had required weeks of planning and programming numerous flex pass options, whereas this year’s passes were configured, tested, and published in just one afternoon using Ticket Subscriptions. Financial reconciliations were smoother, with the value of redeemed vouchers automatically assigned to the relevant event, and the team quickly grew confident processing transactions and upselling premium seats.

Ticket Subscriptionsare just one of many loyalty tools in Spektrix, designed to market and sell flexible season tickets in a wide range of combinations. From simple mainstage season tickets through to more complex offers across multiple venues and price points, you have the flexibility to create a reattendance model that works for your audience and your team.

If you are already a Spektrix user, learn how to set up and sell Ticket Subscriptions in your Spektrix system.

Since before the pandemic, there has been a steady decline in the number of traditional subscribers worldwide. But for theatres like Cincy Shakes, that does not mean flex passes are any less important as part of the overall programme.

They are seeing steady, reliable growth in flex pass sales despite the cost of living and other social upheavals. Jeanna is using the time saved on event setup to innovate and explore what today’s audiences want from theatre flex passes.

“We’re trying to go deeper and deeper, add more benefits to being a subscriber, and we can get more creative when we’re not spending all of our brain space on building the system for it. We can get creative about ways to innovate.”

Jeanna and her team have identified clear objectives for rebuilding their audience, and they are using loyalty tools and data insights in Spektrix to work towards those goals. Down the line, they plan to explore integrations with point-of-sale technology at their bar and concessions, automating discounts for subscribers or fast-tracking them with a separate line.

Recapturing lost subscribers

Targeted email campaigns and segmented messaging remind former subscribers what is on offer and help them understand how to rebuild their lapsed flex passes or subscriptions. With connected data in Spektrix, Cincy Shakes can see who has drifted away and design specific flex pass offers and messages to bring them back.

First-time attendees

Messaging for new audiences focuses on savings and flexibility, reframing flex passes as a low-commitment entry point to long-term loyalty. Automated campaigns let the team follow up after a first visit and introduce flex passes as a simple way to see more theatre for less.

Repeat visitors

Once customers have attended for the first time, automated messaging in Spektrix invites them to come again or to consider subscribing or donating, gradually strengthening loyalty over time. Flex pass campaigns are tailored to different audience segments, making offers feel relevant rather than generic.

Alongside the wider customer pipeline, Jeanna is trying out a range of flex pass options, from premium night passes through to young people’s subscriptions, and a smaller “4-pack” of shows which offers an accessible entry point for new subscribers. The 4-pack started out as a quick test that performed well and is ready to be repeated this season. With Spektrix, she has a connected system that is nimble enough to let her test different options, discover what works, and refine her audience engagement strategy year on year.

Flex pass technology in the Spektrix platform has given Jeanna the time and insights she needs to explore new ideas and learn what works best for her audience. And when she has needed more, she has brought her ideas to Spektrix and found the team really receptive – as a technology partner committed to shared success, the Spektrix team wants to hear what users need and to keep building the best possible solution for the performing arts.

There is more to discover as the sector continues to recover, but Cincy Shakes is in a strong position to grow revenue and loyalty through targeted messaging, connected data, and a creative approach to flex pass sales and marketing.

By choosing flex pass technology and audience loyalty tools that not only drive bookings and grow revenue, but also give your team the opportunity to build skills and grow expertise, you can improve morale and ultimately deliver a better experience for your customers.