{"id":798,"date":"2024-03-17T11:59:00","date_gmt":"2024-03-17T11:59:00","guid":{"rendered":"https:\/\/www.spektrix.com\/blog\/how-great-audience-experience-builds-multiple-streams-of-income\/"},"modified":"2026-07-25T15:10:45","modified_gmt":"2026-07-25T15:10:45","slug":"how-great-audience-experience-builds-multiple-streams-of-income","status":"publish","type":"post","link":"https:\/\/www.spektrix.com\/en-au\/blog\/how-great-audience-experience-builds-multiple-streams-of-income\/","title":{"rendered":"How a Great Audience Experience Builds Multiple Streams of Income"},"content":{"rendered":"

How to build multiple streams of income across your theatre or arts centre through a cross-departmental approach to audience experience.<\/p>\n

This blog offers ideas to increase ticket sales. It also encourages you to look beyond bums in seats and consider how you can boost revenue from other activity, right across your business. When you build a great relationships with your customers, they’re more likely to purchase additional tickets, spend time and money in your building, and donate to your fundraising campaigns.<\/p>\n<\/p>\n

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An affinity-focused approach to income streams<\/h2>\n

Live performance offers a uniquely thrilling, immediate and memorable experience. But leisure time is precious, and there\u2019s a lot of competition for audiences\u2019 time and money. With so much on-demand content out there, offering curated, relevant entertainment at the touch of a button, it\u2019s vital that your experience stands out – not just the central performance, but the whole event.<\/p>\n

Every positive interaction with your organisation – whether online, in the performance space or front of house – builds a patron\u2019s affinity with your brand or work. Negative interactions – whether experienced directly or reported via social media or other publicchannels – can reduce that affinity, and in turn reduce the likelihood of future revenue from that audience member.<\/p>\n

No doubt there are times when it feels impossible to create change, devise improvements or respond to feedback. But when you see the direct correlation between experience, affinity and revenue, ask yourself instead: Can you afford not to do it?<\/p>\n

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\"A<\/p>\n

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To build an affinity-centered revenue plan, the first step is to change how you think about your budgets. It\u2019s easy to think about your streams of income by department – marketing, fundraising and concessions revenue – and to set targets, plan campaigns or measure success in siloes. Instead of looking at departmental income, think about the different ways in which patrons spend money in your organisation, and how their engagement differs across each stream of income. <\/p>\n

Earned income<\/h4>\n

The income you receive from your primary sales activity – usually tickets to your events<\/p>\n

Contributed income<\/h4>\n

Income from donations, usually given by loyal customers as a gift, or in exchange for a unique experience<\/p>\n

Secondary spend<\/h4>\n

Income from additional revenue streams across your organization – merchandise, catering, transport, ticket insurance and more<\/p>\n

Recurring income <\/h4>\n

Payments that are likely to recur year on year, such as memberships or subscriptions<\/p>\n

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Understand audience experience and spending patterns<\/h2>\n

It\u2019s easy to think that you know your audience. After all, you speak with them almost every day. But it\u2019s important not to make assumptions, especially if they\u2019re based on the most vocal or visible demographics among your visitors. Your ticketing system is a huge repository of behavioural data and insight, enabling you to dig deep into the price points and offerings that resonate most with audiences for particular genres or event types.<\/p>\n

Combine ticket sales data with:<\/p>\n