Indianapolis Symphony Orchestra
Record-Breaking Subscription Sales During a Pandemic
CHALLENGE
Being a Trailblazer Isn’t Always Easy
While many symphonies were writing off subscriptions as a dying source of revenue, the Indianapolis Symphony Orchestra instead experimented with new ways to meet audiences on their terms, such as flexible and fixed-seat custom subscriptions. The solutions were innovative and promising, but they weren’t easily integrated with the website, ticketing engine and CRM (which was being sunsetted).
SOLUTION
An Innovative Solution for an Innovative Client
TurnStyle’s ticketing interface simplified the purchase path and featured an interactive seating chart that allowed users to see seating sections as they chose custom subscription packages. This customized solution included intuitive elements to improve the patron experience and increase revenue, such as mapping parking add-ons to subscription packages, auto-selecting seats for custom subscriptions and adding intuitive category filters to the pre-cart experience to reduce confusion.
RESULTS
Subscription Sales See a 255% Increase!
Since the launch of TurnStyle, ISO has seen phenomenal results from its subscription sales. Compared to its last pre-COVID year, ISO saw a 255% increase in new subscriptions in its first week of sales alone — and it also saw a 121% increase in day-one sales, breaking a record set in 2015.
