Posted by Brian Mahoney, Vice President of Ticket Sales
You may remember in the last blog post on the behavior of out of town customers, we asked who stayed overnight and in what type of property (hotel, friends or family, etc). A surprising number of those who stayed overnight (74%) but did not stay in a hotel (19%) answered “other” (32%). There were more people in this category than those who stayed in an Airbnb or other vacation home combined, and more than 50% of the number who stayed with friends or family. And remember this was a survey of customers who ordered using an out of town billing address.
So where did they stay?
When we looked at the detail we found most stayed in their own home. The sample size may not be enough to draw a definitive conclusion (unlike say the polling that had Hillary Clinton winning) but it is interesting that 5% of the people who bought using an out of town billing address, a group we often call “tourists”, might have a place or access to a place in the city: a home, a time share, a vacation property. This does not count the small number who said they stayed in a club. How is this possible? Some could have two or more homes, an apartment in the city for weekdays and a place for weekend use (in the country e.g. the Hamptons, upstate NY or CT, the Berkshires, etc.) or maybe they just have a pied-a-terre in the city. There are people who have homes not only in NY but also in Florida, or London or Los Angeles. Who knows where their billing address is or why? Those we consider “tourists” are just people with out of town billing addresses and within the broad category are different kinds of buyers, including tourists and regular theatregoers, some of whom are locals whose bills are sent elsewhere.
We asked some other questions of these out of town customers:
Did you take the subway?
53% said yes.
So at least the subway takeovers and posters do reach out of town buyers.
Did you watch TV while here in NY?
53% on a TV
1.17% on a mobile device or computer.
Our audience is older so not that many may be sophisticated enough to consume TV the way some younger people do (or they like larger screen sizes as they are easier to see!). 46% said no.
During what time of day
7% During the day
4.37% Dinner time
86.4%. At night after returned home
So much for the morning news.
Did you visit Times Square?
79% said yes
What billboards did they see in Times Square?
22.4% Broadway shows.
12% Other billboards
Around the city did they see billboards or other outdoor advertising?
12% Other products
What discussion of ticket buyers would be complete without a few questions on their research process, usually conducted on the web? If only we could be smarter about understanding their process we could market our shows better so they would all be huge (huuuuge!) Trump-like successes. On average Telecharge customers are still older than the reported Broadway averages and they tend to buy in advance, which suggests research and planning.
is Vice President of Ticket Sales. Among other responsibilities he is responsible for ticket pricing in all the Shubert Broadway theatres and assisting shows in Shubert theatres with their marketing. He began his career in 1978 at the Warner Theatre in Washington DC before moving to the Shubert Organization more than 30 years ago.
is Vice President of Marketing at the Shubert Organization, with a particular focus on branding, business development, and distribution for Broadway, Off Broadway and Shubert Ticketing's clients nationwide. Mr. Flateman is also CEO of Audience Rewards, The Official Loyalty Program of Broadway and the Arts.
Before coming to Shubert, Mr. Flateman was co-founder of Broadway Inbound, which provides the marketing and technical bridge between Broadway's primary ticketing entities and global online wholesale distribution partners. Earlier in his career, he was President of Gray Line New York for fifteen years, and was a producer of Broadway’s Elaine Stritch at Liberty, Harlem Song at the Apollo and other theatrical productions.
Mr. Flateman serves on the Board of Governors of The Broadway League and is Chairman of its Business Development Committee. He is an Executive Committee and Board Member of NYC and Company where he Chairs the Broadway, Attractions, and Entertainment Industries Committee, and is co-Chair of its Public Policy and Research Committee.. He is also a Board Member of the US Travel Association.
is Interactive Services Director at the Shubert Organization. Jennifer heads up the product management and digital marketing at Shubert Ticketing. In her fifteen years at The Shubert Organization, Jennifer has led the strategic and technological development of ten websites, including Telecharge.com, the highest volume ticket sales website for New York theater. She launched Shubert’s email marketing program in 2001, and now manages the email communications for three divisions, including overall strategy and integration with back-end and third party data sources. She launched the first mobile e-commerce website for theatre tickets in 2009. She led a Broadway industry-wide team to launch the In Theatre Network, a digital signage service available in Broadway theatres. Prior to The Shubert Organization, Jennifer managed the official website and webcast for the 2000 Tony Awards with technology partner IBM. She has a BA from Harvard.
is Interactive Marketing & Analytics Senior Manager with seven years in the consumer and B2B data-driven marketing space, Kyle has spent the last two at Shubert Ticketing developing an integrated data marketing platform. Audience Connect leverages transactional and behavioral data to transform content-based digital marketing into a new profit vertical for Telecharge.com. Strategic integrations with more traditional marketing channels – email, social, and retargeting/re-engagement – provide additional fuel and added value to the platform. Prior to Shubert Ticketing, Kyle managed marketing for an entertainment marketing startup – Plum Benefits – which provides online access to live entertainment discounts to employees as a corporate benefit through HR departments.