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Repeat business

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In 2007, a group of orchestras hired a professional to analyze their audiences and determine how to convert first-time concertgoers into regular subscribers; churn among first-timers is as high as 91%, so just getting them in the door isn’t enough. 
 
To their surprise, the quality of the performance was a minor factor in determining whether neophytes would return; rather, the most important factors were:
  • Convenient parking
  • Ability to exchange tickets
In my experience, having a familiar location is a big deal for attendance. I’ve scouted lots of churches which would make fantastic performance spaces, only to reluctantly discard them after realizing that they weren’t familiar performance venues for local audiences. And knowing where to find parking is a big part of that.

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  1. Interesting that this is related to orchestra and not choral performances, because there are several core differences (though Gustavo Dudamel is trying to minimize them :-). The core differences I refer to are that choral performances…
    • Usually incorporate text with the music
    • Have singers whose instrument is the voice/body
    • Usually allow for more dynamic and “out of the box” staging
    Because of this, we have other elements to gauge besides “quality of performance,” since “quality” tends to steer us toward an evaluation of technical elements. The other elements I’ve seen play a huge factor in “whether neophytes would return” to a choral concert include the neophyte’s actual experience in that concert.
    • Were they engaged on a human-to-human level, experiencing a transformative level of shared awe, delight, humor, joy, and passion WITH THE SINGERS?
    • Or were the audience members only ‘ear witnesses’ to singers who sang well without providing that human connection and soul transport?
    I’ve seen audiences grow exponentially within one season when groups shift from the the second to the first, even when the bathrooms and parking were less than optimal (as long as those groups’ technical “quality” was good enough not to pull negative focus). I’ve also seen groups who sang with amazing “quality” but failed to engage themselves or their audiences. Their concerts were often sparsely attended, even when the parking and bathrooms were great. 
     
    Tom
     

  2. Hi Allen,
     
    Just stopping in after modeling vintage HATS for our local professional orchestra’s yearly fashion show. I mention this because this fashion show has been held at the same local country club for OVER TWENTY YEARS.  Everyone knows how to get there, the bathrooms are GREAT and the food is good.  It’s a big fund raiser for the sympnony (organized by their auxilary) and, like the orchestra’s concerts, easy to get to.
     
    It seems crazy to have those things you mention a factor in repeat business but…..it is.  People like the performing arts but….they don’t want to get lost or park in the hinterlands.  We have to think about those things when looking for venues–besides the accoustics or the cost of the venue to us or any of a number of things. And ticket exchanges?  I think folks worry about other things coming up—and want to get their money’s worth if need be.
     
    Oh and one of the reasons I agreed to model those hats today?  Tomorrow is my fall concert and when they made comments about the hats, etc. they mentioned my concert.  I took out an ad for their program booklet and I had tickets in my purse to sell.  Sold TEN! Local arts organizations have to support each other.
     
    Marie

  3. Amen! a thousands times over.  I have spent years examining this issue with many different choirs (my own and as a consultant for other choirs) and long ago came to this conclusion:  Your venue must be familiar to locals (they don’t have to think or look at a map to get there), must have plenty of parking, and should have nice, large bathrooms.  That’s right, nice bathrooms! It’s a big bonus if your venue is near several good restaraunts (a nice opportunity to offer subscribers a discount at participating restaurants on concert nights).   
     
    Your point about exchanging tickets is very valid, but not so practical for choirs doing the typical three-programs-a-season.    
     
    One thing you can always count on: The venues with the best acoustics will have the worst bathrooms… usually a “one-ie” located in the crypt!!  🙂
     
    Don McCullough
     
     
     
     
     
     

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