How Sadler’s Wells increased its membership while cutting costs
In this article from Arts Professional, Sadler's Wells marketing director Sebastian Cheswright Cater explains how they managed to increase their membership scheme sign up and ticket sales, while reducing the discounts and benefits as part of that scheme.
"These discount schemes helped us widen our audience base, but as audience loyalty increased the income drift grew proportionally, which ultimately affected our overall yield. In 2015/16 we lost £102k of income due to the 2-for-1 Friends voucher, so for a scheme that was intended to support us and our charitable aims, it was in fact doing the opposite."
