Theatre Royal Plymouth did not have to search far to find new members.

With thousands of loyal customers, TRP looked to its Tessitura data and, in 18 months, had tripled its membership numbers. 

“We started at about 1,500. At our highest, we were at 5,650 members,” reported Quinn Corvyn, Membership Support Officer. “We’re now at a comfortable 4,800 members.”

Tessitura’s unified platform made this feat possible. 

Data uncovers a mutually beneficially opportunity

Memberships support the theatre’s charitable offerings and community programming. The theatre offers six tiers of individual memberships. Each tier comes with benefits such as priority booking, ticket discounts and access to exclusive events. TRP relies on Tessitura to manage memberships, from sales to benefits allocation to renewals and upgrades.

Quinn was excited to use Tessitura for sourcing new members. 

“We dug down into our own data,” he explained. That analysis in Tessitura led to an important discovery about audience behaviour. With the frequency that customers were booking tickets or making donations, the team realised, thousands of customers would save money if they purchased a membership.

Converting those customers to loyal members would be a win for the theatre, too.

A compelling marketing campaign yields results

Once it had identified the opportunity, TRP developed its marketing strategy. It segmented customers based on purchase, attendance and donation habits, then, determined the ideal membership tier for each customer based on its findings. “We used a mixture of analytics and extractions to pull all these different segments apart and then put those into lists,” Quinn said.

The team crafted a compelling proposal. Incorporating data from Tessitura, it showed customers how much they’d spent on tickets in the past year, alongside the cost of a membership. If they were attending consistently, why not save money and gain the benefits of a membership?

The campaign launched, and TRP memberships rolled in by the thousands.

“We literally were only able to do that marketing strategy because we were able to use Tessitura, its analytics and its data,” Quinn remarked.

Tracking success and making improvements with Tessitura

Tessitura also plays an essential role in tracking the strategy's success. Quinn uses the powerful tools to report on progress, surface insights and make data-informed decisions to refine the initiative. 

“Genuinely, I love data so much. That’s why I love using Tessitura. It makes data really accessible,” Quinn enthused. “Being able to use Analytics to construct dashboards that allow other colleagues to digest that information in an understandable way is extremely beneficial.”

And with Tessitura v16, the team can continue providing the best experience. Quinn is eager to build on v16’s functionality for future success.

“I’m really excited to be more granular in how we provide our benefits to members,” he shared. “The automation of those benefits is going to support in this and make the process even more efficient.”

^{Banner photo by Chris Baker, courtesy of Theatre Royal Plymouth.}