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PDFOpen Access (License Unspecified), Open Access
Thesis
Are subscriptions dead?: audience development, patron loyalty, and the fate of the traditional subscription model in a post-COVID world
Master of Science (M.S.), Drexel University
Sep 2023
DOI:
https://doi.org/10.17918/00001830
Abstract
This case study explores and evaluates the ideas and concepts of patron loyalty, audience development strategies, and whether the traditional subscription model is an appropriate ticketing model for a theatre in a post-Covid-19 marketplace. To accomplish this, my research focuses on a single organization, the Grand Opera House, located in Macon, GA. A review of the literature on the traditional subscription model, demographics of subscribers and single ticket buyers, and patron loyal concepts sets the stage for definitions, themes, and questions that form the basis of this study. Through interviews conducted with organizational leaders, historical data analysis, and a patron survey, I show that while the Grand Opera House shares common challenges with similar arts organizations in its audience trends, the subscriber audience segment tends to have a higher level of loyalty, and subscriptions and the traditional ticketing model still have a place in organizational strategy. Findings of this study suggest that the subscription ticketing model is not dying and that other organizations can still find value in subscriptions and the subscriber audience.
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Details
- Title
- Are subscriptions dead?
- Creators
- Victoria Nicole Vincent
- Contributors
- Pamela Yau (Advisor)Andrew Zitcer (Advisor)
- Awarding Institution
- Drexel University
- Degree Awarded
- Master of Science (M.S.)
- Publisher
- Drexel University; Philadelphia, Pennsylvania
- Number of pages
- ix, 73 pages
- Resource Type
- Thesis
- Language
- English
- Academic Unit
- Arts Administration; Arts and Entertainment Enterprise; Drexel University; Antoinette Westphal College of Media Arts and Design
- Other Identifier
- 991021229814704721