The Value of a Ticket

This is a guest post by Michael Culler. Michael is the Managing Consultant for Blackbaud's Arts and Cultural consulting practice.

Given the current economy, overall decline in attendance and the competitive landscape for patrons and supporters of arts organizations, every organization must consider diversification in brand awareness, funding and underwriting – even around what is printed on tickets or done with a ripped ticket.

From corporate messaging on tickets where the sponsor gains passive access to potential consumers, to cross-marketing with “like-minded” organizations, the relationship with the patron or supporter has an opportunity to deepen. By building an intrinsic value into the ticket, you benefit as patrons take more than a “one and done” attitude towards their relationship with you.

With corporate sponsorship via a physical ticket, it's a win for both parties; the corporation gains access to a new customer base through brand awareness, and still has an opportunity to demonstrate its softer, more philanthropic side. You benefit by lowering the overall cost of the show, but more importantly you have an opportunity to maintain a level of affordability for the patron or guest by keeping ticket costs lower.

One way to build intrinsic value into a ticket is to offer the patron a discount on a future transaction, such as a subscription or a single ticket sale. Additionally the ticket number could be used as a promotional code to be used online, or as part of a larger raffle at the end of show run or season.

The relationship via the ticket could extend to certain conveniences or future benefits outside of your organization. It could serve as a discount for parking at the next show, for dinner at a local restaurant or as part of a larger discount cross-marketing plan between you and another organization.

Cultural organizations should consider building a culture with their patrons that makes it bad form to throw out a ticket.