{"id":765,"date":"2021-02-12T08:37:00","date_gmt":"2021-02-12T08:37:00","guid":{"rendered":"https:\/\/www.spektrix.com\/blog\/box-office-operations-reattendance-revenue\/"},"modified":"2026-07-25T17:48:18","modified_gmt":"2026-07-25T17:48:18","slug":"box-office-operations-reattendance-revenue","status":"publish","type":"post","link":"https:\/\/www.spektrix.com\/en-ca\/blog\/box-office-operations-reattendance-revenue\/","title":{"rendered":"Box Office Operations Today: Driving reattendance and revenue"},"content":{"rendered":"

Rather than just processing transactions, get your team to think like salespeople – and reap the rewards of upselling and increasing loyalty. <\/p>\n

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In our first blog on box office operations<\/a>, we explored the impact of clean data on customer experience and how to motivate your team to maintain an accurate CRM. Today, we\u2019re looking at modern box office operations from a different angle: your box office ticket sales customer service \u2014<\/span> and specifically building a sales team mindset in which everyone plays a part in increasing the value of every transaction.<\/p>\n

Think about everything that customers could add to their basket alongside their tickets – memberships, subscriptions, catering, merchandise and more. Then make sure your whole team understands the value of those add-ons, and sees their role as offering<\/span> greater service to patrons, not just asking<\/span> them for a few more pounds. <\/p>\n

Then run reports to track retention, reattendance and overall transaction value, helping your whole team celebrate the impact of their sales efforts.<\/p>\n

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Retention and reattendance: Inviting your customers back<\/h2>\n
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21% of audience members booked more than one event during 2022; and 21% of audience members who attended in 2019, also attended in 2022.<\/span> (Spektrix Insights, 2023)<\/p>\n<\/blockquote>\n

It\u2019s much easier and more cost effective to re-engage a customer than to acquire a new one. In a desire to attract new audience members, many organisations lose focus on those who are already buying tickets – in 2022, 60% of audiences were first-time attenders. So, what can the box office do to keep customers coming back?<\/p>\n

It all starts with customer experience. If a patron has a great time visiting your organisation, then they\u2019re much more likely to return, donate, bring a friend or eventually become a member or subscriber. Your box office team has an important role to play in improving customer experience, but to really drive reattendance and revenue, you need to do more.<\/p>\n

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Don’t take customer loyalty for granted<\/h3>\n

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Reach out to lapsed bookers<\/h4>\n

Create lists or programs in your CRM system<\/a> to identify people whose attendance or engagement has reduced. Previous attenders might have good reasons for changing their habits, like a new job or baby. If this is the case, a little nudge from you might be all that’s needed to get them back to your venue. Chances are, if they cared enough to engage with your offerings a year or two ago, they’re unlikely to be offended if you reach out to them today.<\/p>\n

Here are a few ideas of audience segments to target:<\/p>\n