Katy Raines discusses building customer loyalty and value for arts organizations. She outlines three key concepts for building loyalty: frequency of attendance, customer retention rates, and customer segmentation. Arts organizations that implement targeted communications approaches based on these concepts see increased returns. The Lowry arts center in Manchester implemented segmentation based on frequency, recency, and artform interests, creating tailored communications for each group. This doubled their return on investment. The Ulster Orchestra in Belfast cut costs in half while tripling income through a new loyalty-building model.