The Holiday Season Performance Program Success

TBPAC's Holiday Presale Leads to Merry Results

Background
The Tampa Bay Performing Arts Center (TBPAC) wanted to boost their ticket sales this holiday season by promoting their upcoming Broadway shows. TBPAC’s strong lineup of Broadway shows (Moving Out, Mamma Mia, Joseph and the Amazing Technicolor Dreamcoat, and Little Women) provided a great opportunity for TBPAC to reach out to their patrons early during the holiday shopping season. TBPAC wanted to:

• Use the holiday shopping season to drive ticket and gift certificate sales
• Reduce the burden placed on their box office by promoting tickets and gift certificates online
• Offer value to their email club subscribers by providing early access to best available seats

To accomplish these goals, TBPAC offered tickets online first in a presale and relied heavily on PACMail to send timely, targeted messages to promote their online ticket sales.

How TBPAC Implemented Internet Early Ticket and Gift Certificate On-Sale

• Designed a PACMail highlighting the exclusive availability of their Broadway show tickets online before the general public
• Provided the option for these email subscribers to purchase gift certificates to encourage holiday gifts
• Sent the PACMail 3 days before the tickets were released to the general public to their email club (more than 26,000 recipients on this particular targeted list) encouraging them to purchase tickets online

Future Plans

• Continue to utilize Internet early on-sales for all other shows
• Continue to grow their email club database by offering exclusive special promotions to their email club members

"We are excited about the success of our holiday season ticket sales so far" states LeeAnn Day, Publications/Web Coordinator, TBPAC. "Offering presales and providing patrons the ability to buy gift certificates during this holiday season keeps us and our patrons happy. It provides a great opportunity to generate revenue quickly and saves significant time and work for our box office staff. It keeps our patrons happy by allowing them to get early access to great seats and provides additional incentive to remain active PACMail subscribers."

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