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CASE STUDY: LEADERSHIP

Transforming Revenue and Audience Engagement with CRM Ticketing Software


How The Cultch used CRM-driven insights to personalize marketing, streamline ticket packages, and deepen donor relationships

Vancouver, British Columbia
The Cultch, black lettering with ornate details like a cast iron railing

The Cultch

Multi-venue cultural hub
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Challenge

A growing organization needed efficient, data-driven ways to personalize outreach, simplify subscriptions, and improve donor insights.

Solution

The Cultch switched to Spektrix, and in their first year began to enjoy the benefits of a central CRM to unify data across marketing, ticketing, and fundraising.

Outcome

Ticketing, marketing, and fundraising teams all embrace a data-led approach to build a more cohesive, efficient operation:

  • Personalized subscription communications to drive above-target subscription sales.
  • More flexible ticket packages, designed around patron behaviors, are easy to sell and redeem online.
  • Clearer identification of current and future donors, automating tools to flag donors to front of house teams, spot patrons with potential to give, and scrutinize the donor journey for pain points and opportunities for improvement.

Dancers move in a tight group, wearing flowing costumes of gold, red, and green

Based in East Vancouver, The Cultch is one of British Columbia’s most established cultural organizations. Since 1973, it has championed contemporary performance across three unique venues: the 355-seat York Theatre, the historic 194-seat Cultch Historic Theatre, and the 72-seat Vancity Culture Lab. With 19 events in its current season, The Cultch attracts a loyal audience of patrons who value ambitious, diverse work.

At the 2025 US Spektrix Hubs in Vancouver, three leaders from The Cultch - Jon Li, Development & Operations Associate; Cara Siu, Ticketing Services Manager; and Kathy Vito, Manager of Audience Development & Revenue Strategy - shared how they are using Spektrix as a unified CRM ticketing software solution. 

Their stories showcase three practical ways in which a single, powerful system has transformed working practices across ticketing, marketing, and fundraising teams - and how they’re building revenue and saving time within their first year using Spektrix.
“We've only had Spektrix for just over a year. Now we've nailed the basic functions like ticket selling tickets and donations, we’re starting to focus on the many features in Spektrix that help create efficiencies around how the box office runs, how we sell tickets and subscriptions, and how we engage with our donors."
Kathy Vito, Manager of Audience Development & Revenue Strategy, The Cultch Vancouver

Kathy Vito

Manager of Audience Development & Revenue Strategy

Personalized subscription campaigns celebrating each patron's buying history
“I thought, well, if this report exists, can it exist for ticket buyers? So I reached out to the great team at Spektrix, and they made me a custom report called the Patron History Report. So as a result we were able to create one subscription campaign letter to replace the five segments, while offering a more personalized message using real life data on each patron. 

So we went from generic messages to a truly customized letter where we're able to include things like their first show with us, their last show with us, how many years they've been a patron with us, and the total number of shows they've attended, which ultimately created the personal vibe we were going for.”

Kathy Vito

Manager of Audience Development & Revenue Strategy

Traditional subscription letters were generic, segmented into four or five broad versions based on basic buying history.


That approach created a lot of work, and relied on general statements to resonate with each sales segment. Kathy saw immediate potential in using CRM data to personalize subscription renewal messages, and began exploring the 40+ reports included as standard in their Spektrix system to find the data she needed. 

She quickly discovered the Donor History Giving Report, which offers a breakdown of years giving, total giving, and donor patterns. This was exactly what she needed - but she needed it for ticket sales. She reached out to Spektrix, and soon received a new custom report: the Patron History Report, bringing together each patron’s booking history in one single place. Better still, there was no additional charge for the report - like all support and training provided by Spektrix, it was included within a single, scalable service charge. 

With this information, The Cultch replaced five generic letters with a single fully personalized subscription message, pulling in specific data points from the report. Each patron received a letter speaking directly to their history with the organization - and the result is that subscription sales and renewals are tracking ahead of previous years. More meaningful personalization has driven successful sales, and removed the manual work of writing and editing multiple versions.

Flexible, intuitive ticket packages designed around patron need

As a multi-venue organization with varied price bands and show types, The Cultch needed a more flexible and customer-friendly way to offer subscription packages.


The Cultch operates a complex program across three venues, each with tiered price bands, and varying production costs demanding higher ticket prices for certain events. The switch to Spektrix gave them the information they needed to rationalize their pricing and subscriptions based on past sales data and insights into price sensitivity - and then to create a more creative, flexible ticket package offer that better aligned with their goals.

Using the ticket subscription tools within Spektrix, Cara’s team used ticket voucher groups with independently priced vouchers to create three season pass packages. These packages let patrons:

  • Choose from a selection of clear, simply designed packages, ranging from a 3-show to an 8-show season pass
  • Select their own seats within their chosen price bands
  • Buy and redeem vouchers online - a far cry from old paper spreadsheets that they mailed in to the box office!

The new season package structure reflects how real patrons make decisions: balancing price, interest, schedule, and the ability to book for themselves.
2025-26 season brochure for The Cultch, promoting season ticket packages for world class shows with East Van vibes
“One of The Cultch’s main aims is to create ticket packages with the most amount of flexibility from a customer's point of view. Allowing people to have these options has created a much better system - mostly for the box office, but also so that people can get that kind of flexibility that they’re looking for."
Cara Siu, Ticketing Services Manager at The Cultch in Vancouver

Cara Siu

Ticketing Services Manager

Data-driven fundraising to improve donor journeys and team insights

The Cultch wanted a clearer way to identify donors, understand their journeys, and unify knowledge across teams.

Using the dedicated Fundraising interface that’s a core element of the Spektrix system, Jon introduced a mixture of features and reports to build a more holistic approach to donor engagement:

  • Automated tags highlight donors to front of house teams, helping them to recognize members, prepare for accessibility needs, and provide the best possible experience for each visitor.
  • Opportunities help the development team track conversations, donor interests, and long-term potential such as legacy gifts, building  a complete picture of the donor journey from the first conversation to the events they’re most excited about this season.
  • The Timeline view shows every donor touchpoint at a glance, from ticket sales to the details and medium of outreach by members of the development team.
  • Tasks help to turn that information into actionable next steps, matching sponsors to the type of the shows that they love - with less time spent in meetings.

Together, these comprehensive tools and reports are driving closer donor relationships and enabling continual improvements to the donor journey. Jon’s using the data at his fingertips to establish patterns, identify outliers, and spot challenges in the checkout pathway - helping him create ever smoother pipelines for new and existing donors.
“We have a more robust view of our fundraising goals, we can integrate segmented campaigns into bigger goals, and reflect the donor commitment.

Using Spektrix has been pretty transformative."
Jon Li, Development & Operations Associate at The Cultch in Vancouver

Jon Li

Development & Operations Associate

In their first year with Spektrix, the team at the Cultch have embraced the power of complete CRM ticketing software to support marketing, box office, and fundraising goals in one central place.

From personalized subscription letters to flexible ticket packages and a 360-degree view of donor activity, the team has seen revenue growth, more efficient operations, and deeper alignment across departments.

Their story reflects what many leaders across the sector are striving for: actionable ways to use unified CRM data to drive loyalty, revenue, and meaningful patron experiences.
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