How did Sadler’s Wells manage to increase its membership and ticket sales while cutting discounts and other incentives? 

Sebastian Cheswright Cater shares the secrets of their success in a recent article on Arts Professional. As Sebastian writes, Sadler's Wells found that implementing Tessitura provided an opportunity to rethink its membership programs. The ability to offer priority booking as an incentive proved an important element. In addition to restructuring the membership program itself, they undertook audience research, redesigned member welcome packs, and carefully planned all communications. 

The new membership program became an instant success. All the figures below compare February to June 2017 with the same period the previous year:

• 52% increase in new Members
• 77% increase in new Rehearsal Members
• Membership fee incomes increased by 50% for Members and 98% for Rehearsal Members
  

And the season on-sale in May broke the previous Sadler's Wells record, with sales of over £1.5m during the first three weeks. The combination of fewer discounts with an increase in tickets purchased resulted in a strong return on investment (ROI):

• Average yield increased by 12.6% (from £23.19 in 2016 to £26.12 in 2017)
• Yield increase is equivalent to £85,312 additional income across all shows
• 400% return on investment in the first five months of the scheme.

Learn more about how they achieved this in the original post.

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