Attracting Groups

Hi Emily

I’m from Wales Millennium Centre in the UK and we have a healthy groups market. Couple of things we have done to build the database up is offer some benefits of being a group organiser, so incentivising/rewarding them.

The Benefits are:

Priority booking information sent to you wherever possible

Discounts on selected shows. See current offers

Flexible payment terms: book now, pay later (subject to terms and conditions)

Free flyers, posters and DVDs to help you promote the show to your group (when available)

Pre-bookable tours, catering, programmes, interval sweets & ice creams

Special pre-theatre dining options in ffresh restaurant

We have a section on our website that explains the benefits and what shows we offer discounts on -  http://www.wmc.org.uk/yourVisit/groups/. We also have a dedicated groups line and this is invaluable, as we find building relationship with our organisers is an important part of the process and organisers trust us to ensure that the group outing runs as smoothly as possible. This is a huge factor when it comes to the younger groups as they don’t have as much free time to organise the outing, so giving them advance notice and flexible payment terms also helps.

We send regular newsletters http://www.wmc.org.uk/content/Site/YourVisit/Group/Groups_Autumn_16_ENG.pdf and give groups a priority period, this helps with ensuring that the group can sit together and make more of their trip.

We have also hosted launch events were they see a snip it of the show or taken some organisers to see the show in another venue, to make sure it’s right for their group. We have also organised Familiarisation visits with local groups like dance schools, Women’s Institute, Health clubs etc and showing them around the venue and explain the benefits of bringing a group to your venue.

Hope this is helpful but if you need more information please contact me.

Diolch

Many thanks

Catherine

Catherine Bryant
Swyddog Datblygu Busnes

Business Development Officer

Canolfan Mileniwm Cymru
Wales Millennium Centre

029 2063 4719
wmc.org.uk | @yganolfan | @thecentre

From: Tessitura Group Sales Forum [mailto:forums-groupsales@tessituranetwork.com] On Behalf Of Emily Harmon-Watilo
Sent: 22 September 2016 19:29
To: Catherine Bryant <catherine.bryant@wmc.org.uk>
Subject: [Tessitura Group Sales Forum] Attracting Groups

Hello all,

We are a year round musical theatre company and we offer a discount on groups of 10 or more tickets.  We have a base of groups (mostly retirement and assisted living communities) that come to at least a few (if not all) shows each year.  Our challenge right now seems to be bringing in new and younger groups. 

Do any of you have a similar experience?  How do you find groups to advertise to?  Other than with ticket price, do you incentivize people to bring a group?  Do you have the group option available upon request but don't advertise it much?  Why do groups of people come to your shows/performances?

If you wouldn't mind sharing some thoughts, I would really appreciate it.

Thank you,

Emily

Emily Harmon-Watilo
Group Sales Manager
Broadway Rose Theatre Company
emilyhw@broadwayrose.org
503.620.5262

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