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Jill Robinson, President & CEO of TRG Arts, and Trish Kirk, Director of Marketing & Audience Development of the Guthrie Theater, made this presentation at the 2014 Theatre Communications Group Conference in San Diego.
What happens when data analysis shows that some things you’re doing really well are also impeding future success? If you’re the Guthrie Theater looking at TRG’s loyalty and root cause analysis, you galvanize your whole team around keeping patrons and growing their ongoing support. In this workshop, TRG’s President & CEO Jill Robinson shared the metrics and patron behavior findings that alerted Guthrie and informed change. Trish Kirk, Guthrie’s Director of Marketing & Audience Development, described choices, actions, and new practices Guthrie has undertaken. Learn from Guthrie's experience how putting patron loyalty first can help sustain your theater.