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PDFOpen Access (License Unspecified), Open Access
Thesis
Choose-your-own subscriptions: a positive or negative ticketing strategy for American symphony orchestras?
Master of Science (M.S.), Drexel University
2013
DOI:
https://doi.org/10.17918/etd-4386
Abstract
It is the purpose of this study to determine what successes - or not -organizations are experiencing with the "choose your own" (CYO) subscription model. Individual orchestras were asked to share their experience and data on CYO subscription plans. Unfortunately, lacking quantitative data made a definitive argument on the CYO model difficult. However, participating orchestras had remarkably similar anecdotal experiences, so apparent trends are identified for future study: (1) the CYO purchaser is a unique demographic, (2) organizations should develop CYO specific campaigns, and not waste resources marketing full season offers to CYO potentials, (3) upgrading any single ticket purchaser to a CYO is a positive transition. Since the above three theories, if proved consistent, could have a significant impact on orchestra ticketing strategies, organizations who devote the resources necessary to track CYO sales and the CYO audience, may be better equipped to engage the next generation of arts patrons.
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Details
- Title
- Choose-your-own subscriptions
- Creators
- Nicholas Dragga - DU
- Contributors
- Jean Brody (Advisor) - Drexel University (1970-)
- Awarding Institution
- Drexel University
- Degree Awarded
- Master of Science (M.S.)
- Publisher
- Drexel University; Philadelphia, Pennsylvania
- Number of pages
- iv, 49 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
- 4386; 991014632341904721