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Renewal packages for next season have gone out and we’re getting a great response. It was a long road to get to this point. Planning for subscriptions is a never-ending loop. It starts with daily reports the moment you sell that first seat, continuous evaluation on a daily basis, and endless number crunching. The data gleaned from all those efforts is used to formulate the pricing of single tickets, subscriptions and how the theatre will be sectioned.
After looking at the data for 13-14 and the previous 2 years, it was clear that we needed to make a few adjustments to our pricing and seating zones. Various scenarios were put to the test until we came up with a version that would work. In the end we reworked not just the pricing and seating, but we also looked at a way to reward our renewing subscribers, by making sure they could take advantage of a deeper discount (20%) during the renewal process and we offered seating priority.
Our new process will help us offer same seat renewals for future seasons and ensure that our subscribers’ seats are held for them from year to year. It will improve their chances of getting their favourite seats, and make the renewal process less nerve wracking.
So, if you were a subscriber last season and haven’t renewed, you still have time, deadline is May 16th. If you are thinking of subscribing for the first time, the earlier you order, the better your seats will be.
One last thing, on May 21st, you will be able to purchase or renew your subscription online!