Hello-
For our FY19 season we will be re-zoning our house(s), and I want to start the discussion now with our decision makers. What kind of information have you found helpful or wish you knew at the start of a process like this?
Am I correct in assuming that you can roll over from a current zone to a new zone, and the only difference is a price point, because rollovers are based on seat location?
Any tips/tricks/information is helpful.
Thank you,
Jessica
Hi Jessica,
You'll definitely be able to rollover into the new pricing zones - rollover is based on facility, so you'd only experience difficulties if you were going to be building a new facility in Tessitura.
Since I'm assuming that your new zones will cause prices to go up for certain patrons, I'd recommend adding special messaging to any renewal collateral that will be sent to those affected explaining the change. Also, be prepared for the possibility of creating a stair step pricing change for these patrons. If the pricing change is steep enough, you will very likely see push back from those patrons, and offering them a year or two of gradual increases will help ease the transition for them.
Catie
Hi, Jessica.
In the last couple of years, the Opera, Ballet and Public Theatre in Pittsburgh have all worked with TRG on rezoning their houses. I worked tightly with the Public on their process and one thing that just came up recently for them (this is their first year with the rezoning) is that they focused so much on educating their subscribers about the changes that they completely ignored their single ticket buyers. The price increase wasn't that dramatic, but people are used to selecting their 3rd tier for the cheapest seats and now that's not the case and depending on where they are in the release cycle, there are not seats available in that area. So I just wanted to add that, in addition to running lists, knowing which of your subscribers will be affected by the re-zoning, don't forget that you need to develop language and tools to communicate with your loyal single ticket buyers as well.
Good luck!
-Katie