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CASE STUDY: LEADERSHIP

Growing Subscriber Loyalty With A Flexible, Audience-Centered Approach


How Salt Lake Acting Company listened to patrons and doubled subscription sales

Salt Lake City, Utah
Salt Lake Acting Company logo

Salt Lake Acting Company

Producing Venue
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SWITCHED FROM THEATRE MANAGER IN 2024

Challenge

On their older system, patrons could not purchase subscriptions online, limiting flexibility and frustrating audiences. When the team switched to Spektrix, they solved that problem and assumed subscriptions would rise - but they didn’t see the increase they were hoping for.

Solution

While patrons were saying they would subscribe online, the team didn't see the actual follow-through they hoped for. The team realized the value of the in-person interaction that patrons love. So instead of asking the audience to subscribe online, they equipped the team with iPads and sold the subscriptions on the spot.

Outcome

By combining technology with personal connection, the company saw an increase of 568 more subscriptions than they had the year prior.

Exterior of Salt Lake Acting Company's venue, housed in a red brick former church building

Salt Lake Acting Company (SLAC) has been a cornerstone of Utah’s cultural life since 1969, producing bold new works that challenge and inspire audiences. Based in a converted 19th-century church in Salt Lake City, the company is known for championing stories that might not otherwise find a stage in Utah. Subscribers form the backbone of SLAC’s model: loyal supporters who return year after year and make ambitious programming possible.

At the 2025 Spektrix Hub in Denver, Nick Fleming, Director of Ticketing, shared how moving to Spektrix gave SLAC not just new functionality, but also new ways to listen to their audience and adapt their approach. Their story highlights the power of listening to patrons to understand what they really want, and pairing digital tools with human interaction to deliver it.

Making subscriptions easier with online sales

When SLAC first moved to Spektrix in 2024, one of the biggest wins was simply enabling online subscription sales.

On their previous system, patrons could not purchase subscriptions online, relying instead on a manual process administered by the box office team. With Spektrix, patrons finally had the option to subscribe from home, on their own time.

Nick and his team leaned into that shift, building marketing campaigns around the message that subscriptions were now just a click away. For many theaters, this kind of digital convenience is the ultimate goal. Yet, for SLAC, something unexpected happened: enthusiasm didn’t translate into sign-ups. Many patrons said, “I’ll do it when I get home” — but never did.
“We were very excited to swap to Spektrix, smooth out that subscription process, and most of all, give our patrons the ability to subscribe online.”
Nick Fleming, Director of Ticketing at Salt Lake Acting Company

Nick Fleming

Director of Ticketing

Recognizing the value of human connection

SLAC realized that while online tools offered convenience, their audience valued the personal touch even more. 

Patrons enjoyed stopping to chat with the team, renewing in person, and making subscriptions part of their theater-going ritual.

A team member was already assigned as subscription specialist to roam the theater, talk to audience members about subscriptions, and encourage them to sign up. During that process, they kept hearing that people would love to subscribe, but many never did. It involved walking downstairs to the box office, scanning a QR code on a phone, or remembering to do it at home. All of that took people out of the experience of visiting the theater.

“Our audience loves talking to us, and we love talking to them. While renewing, many said, “I know I could have renewed online, but I waited until I was here because I want to do it with you. I like this interaction.”  
Nick Fleming

The solution was simple. The subscription specialist, already speaking to audience members, now carried an iPad logged into Spektrix and a Spektrix Payments credit card terminal. The new toolkit smoothed out the entire process, If someone said they were interested, they helped them sign up on the spot. 

“As patrons were subscribing from the comfort of their own seat, we were seeing an added effect on their friends, and even strangers, sitting near them. They would watch them subscribe and say, “Hey I want to do that too!” and we would sign them up on the spot as well!”
Nick Fleming

Driving human connection with mobile technology

The in-person connection was working. Subscriptions increased by 568 compared to the previous summer, with 300 of those sales directly linked to the mobile approach.

Some subscribers still chose to join online, but now they had the flexibility to choose the best route for them. Nick and the team saw every new approach as an addition to their toolkit, not a replacement.

The one technological change that was essential to the project’s success was the ability to manage signups and payments on the move. 

The signups part was easy. Using iPads logged into Spektrix, subscription specialists could move around the theatre, start conversations, and complete sign-ups on the spot. 

Payment processing might have been more difficult. Many payment terminals still require a wired connection or complex setup. But the team in Salt Lake had chosen to work with Spektrix as their payment processor as well as their ticketing provider -  and that meant they were provided with portable payment terminals that worked smoothly wherever they were in the building. 
“Stay on the lookout for less obvious ways to utilize your new tools. In this case, it was taking advantage of the mobility of the platform.

We can work Spektrix on an iPad. Spektrix Payments doesn’t care what device you're on. It just syncs seamlessly. It's awesome.” 
Nick Fleming, Director of Ticketing at Salt Lake Acting Company

Nick Fleming

Director of Ticketing

Salt Lake Acting Company’s story is a reminder that technology and human connection work best hand in hand. 

By enabling online redemption, then adapting to what their patrons really wanted, the team found a way to make subscription sales easier, faster, and more personal.

The combination of Spektrix Payments, mobile devices, and on-the-ground staff turned potential drop-offs into confirmed subscribers - strengthening loyalty and ensuring that more patrons could continue supporting bold new theatre in Salt Lake City.
“I would say the moral of the story here is to listen to your audience. We were so excited about online subscriptions that we almost let the personal connection that our audience loves slip away.

A lot of people come to our spaces searching for human interaction outside of our cell phones. Don't undermine that by just sending them to a QR code.” 
Nick Fleming, Director of Ticketing at Salt Lake Acting Company

Nick Fleming

Director of Ticketing
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