Using Data Better


To figure out why we weren’t collecting data from our ticket purchasers, I hung out at the box office to see how they were handling phone sales. I learned that the staff were not doing it properly; as a result, we had a training session about what information we need to capture from our ticket buyers, e.g. “we need ALL of the information fields in the software filled in, not just name!”  It is going much better and we are capturing more information, resulting in an increase in ticket sales.


We are working on “radical hospitality” and being more welcoming to every person who comes through our front door.  We speak to each person, get his or her contact information, and ask for a donation above the admission fee. This has been very successful and we are going to continue to train our staff to engage with our visitors in the hope that we can move them up the “patron ladder.”

Synchronicity Theatre

What have you heard today that you need to try to do in your organization?

  • New tactics for soft nights.
  • For Wednesday, and Industry night has increased attednance from 24 to 93 people in just 3 weeks.
  • For Friday Family Nights, changed it to PJs and cookies and milk. Has gonne from 25-110 people in three weeks.

What are some of the things you've done this last season?

  • We are doing a better job of getting the right programming mix in place, and far enough ahead of time to implement.
  • Data Mining is a challenge - have good data, but need  to take the time to analyze it.
  • We could do a better job communicating to our audiences.

Key words

  • Programming Mix
  • Data Mining
  • Segmenting communication by audience


We re-organized our staff so that we could invest in two positions who welcome visitors at our front desk (in shifts so that all of our open hours are covered by a live person.)  The staff person welcomes all visitors, captures all of their contact information, and asks for a donation.  This is going very well and our donations have increased significantly. We’ve increased our visitor traffic and this change in our staffing model will allow us to capture the information so that we can develop relationships with our visitors (as opposed to our visitors beingone-time donors, if at all.)


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