Benchmark Analysis: Ticket Sales/Revenues & Marketing Tactics
January 24, 2023
As we return after the New Year, we want to take a quick moment to look back on the previous season in order to set a baseline for overall organizational performance and ticket sales, as well as the industry’s strategic outlook for the coming year. Our latest Arts Leader Survey asked arts leaders to benchmark themselves on the past year's attendance, ticket and subscription sales, and how performance on these factors has impacted future strategies. We also wanted to learn about priorities, and the greatest concerns and opportunities in the months to come. Highlights from the survey include:
Although overall organizational sold capacity rates decreased in FY22 compared to FY19, winter events in FY22 were successful in selling tickets for a number of arts organizations.
Over one-third saw an increase in single ticket/admission sales in FY22 compared to FY19, while subscription/membership sales decreased. In FY23 arts organizations are optimistic in selling even more single tickets and admission tickets.
Holiday and familiar/popular events brought in the most ticket revenue in FY22; social media promotions also topped marketing tactics in increasing ticket sales.
