Entrances, Exits, and Escalators:

Finding, Keeping and Cultivating Ticket Buyers

TRG conducts ongoing patron behavior research to examine how ticket or admission buyers move into, out of, and up through an organization’s offerings. In this workshop, TRG CEO Rick Lester will apply the research findings to help participants hone skills in patron retention and information management – key activities that can help generate sustained audience and revenue growth. This workshop will focus on how to deploy patron transaction data, as well as when and how to invest in specific operational and promotional activities that can keep patrons coming back – at costs that are far lower than constantly finding more new patrons.

Saturday September 13
10am-5pm

Rick Lester is Chief Executive Officer of TRG, a data-driven marketing consulting company with arts and culture clients throughout North America. Rick founded and built TRG on a 25-year career in entertainment marketing. He directed marketing programs for the Cleveland Orchestra and Cincinnati Symphony Orchestra and served as executive director for the orchestras of San Antonio, TX and Charlotte, NC. Rick earned his Masters in Business Administration from Queens University in Charlotte, NC.