Although City Lights Theater Company (CLTC) offers an online ticketing option, many single-ticket audience members were instead choosing to wait to purchase tickets until the last minute, at the door. This not only created long lines at the box office, but made it impossible for the company to forecast attendance or plan to increase or reduce marketing activities.
CLTC approached Group of Minds to find a solution. By studying the online and offline behavior of ticket purchasers, Group of Minds was able to identify several friction points that were negatively influencing online sales. We also studied the organization’s subscription options, and created several new benefits to subscription, while protecting the subscription price.
CLTC implemented Group of Minds’ improvements to the online purchase process, and within three productions, the percentage of sales via online ticketing increased from 25% to 75%. Since implementing our suggestions on subscription value changes, subscriptions have not only reversed their decline, but spiked, and have continued to grow over the last three years. This has allowed CLTC to have additional cash on hand based on advanced sales, reassign box office staff to focus on other improvements, and capture vital buyer contact information to be used for additional marketing and fundraising.