Boosting earned income in the performing arts 25 September 2019 | Royal Opera House, London

Including the launch of a new thought leadership paper: From not-for-profit, to more-than-profit: How an open culture can support growth in earned income

Programme

1000 Registration and coffee

1030 Everyone is Welcome: Generating secondary spend from existing and new audiences Jane Storie, Head of Enterprises, Royal Opera House

ROH is now a daytime destination following a £60M capital programme designed to open up the building and its art-forms. As Head of Enterprises my role is to maximise income from B2B and B2C opportunities. In this session I will look at the strengths of the portfolio, learnings from our first 10 months trading, future plans including thoughts on where to place the emphasis and what I would do differently if we did it again.

1100 Priceless: Using Consumer Psychology to Increase Admissions Income Debbie Richards, Director, Baker Richards

Exploring how insights from the field of consumer psychology can help you sell more tickets, solicit bigger donations and increase income. Using practical case studies and examples from arts organisations around the world this session will explore:

• How to influence customer choices • How to present your prices in an optimal way • How to increase donations • The effectiveness of gift vouchers vs discounts

1130 Warehouse x Barbican: Inside Out –Beginning Brand Licensing at the Barbican

Jo Davis, Head of Retail & Camilla Lawson, Senior Corporate Development Manager, Barbican

This session will look at the Barbican’s first foray into brand licensing, an award-winning partnership with the fashion retailer Warehouse. It will give the background to the partnership, the objectives from both brands, the steps taken to ensure the first of its kind was a success, the partnership output of the partnership, the marketing and PR support and the award won.

1200 Lunch 1255 From not-for-profit to more-than profit: how an open culture can support growth in earned income Louise Emerson, Director, Take the Current

Louise introduces her thought leadership paper, launched at today’s event.

1300 Distracted: How your website is losing you money Andrew Thomas, Principal, TheTicketingInstitute.com

It’s highly likely that most of your ticket sales take place online – and with two decades of experience in ticketing, Andrew Thomas has seen the good, the bad, and the costly of ticketing websites. Drawing on real examples from the arts and further afield (including airlines!) Andrew highlights commonly missed touch points for revenue generation, and how distracting your customer at the point of purchase could be sabotaging your attempts to grow income from ticketing.

1330 Experience: Using performance skills to motivate your teams and boost sales Bala McAlinn, Director at Boo Productions & First Ruffian, Ruff Trade Training

Covering case studies from clients including the National Gallery, Man City Football Club and Blenheim Palace; Bala will share his insights on what training and motivational methods have the greatest impact and fiscal results. In particular utilising stagecraft, storytelling and improvisation skills.

1400 Lightning talks: Merchandising and e-commerce Pete Toon, Producer at Mikron Theatre and Kerry Whelan, Executive Director at Frantic Assembly

Two performing arts organisations of very different scale and resources take us on a lightning fast tour of their journeys into merchandising and e-commerce. How did they get started? What has been the demand? And where next from here?

1430 Tours of the Royal Opera House

1530 Close