Ticketing

As we emerge from the chaos of the pandemic let’s focus on where we want to go, but remember there’s no single way to get there, says David Reece.

Innovative solutions to emerging problems are showing how much can be achieved right now, but getting operationally ready for the next stage is the new challenge facing the arts. It’s important to recognise it’s a shared challenge writes Paul Fadden.

Audiences like to feel personally responsible for bringing about positive change, says Sean Hanly, so giving them the chance to consider options other than a ticket refund will generate goodwill and encourage them to return - once it’s safe to open the doors again.

Offering discounts? If you don’t have a reason for cutting prices and are inconsistent with your offers, don’t expect your customers to play nicely, says David Reece.

Intuition can take you only so far. You’ll be more successful at retaining audiences and reviving lapsed attenders if you use data rather than instinct to develop customer loyalty, says Sarah McAleavy.

The popular misconception that price is the chief barrier to access to the arts has taken hold in the sector, while in reality, price is only one of a complex set of factors affecting engagement with ‘hard to reach’ groups. Tim Baker concludes it’s time to start a debate about the true meaning of affordability.

Visitor attractions are embracing innovative approaches to maximising sales and income. Debbie Richards explains the approach recently introduced at The Roman Baths, a leading heritage attraction.