Objectives

• Attract new subscribers with a low-cost, full-season package

• Drive renewals and encourage long-term loyalty

• Upsell and convert discount subscribers to higher-tier, full-price packages

• Maximize revenue while maintaining accessibility
   

Strategies & Initiatives

• Year 1: Launch

  • Aggressively marketed the 9 for $90 package to the community, highlighting value and flexibility.

  • Focused on ease of sign-up and clear communication of benefits.

• Year 2: Renewal and Upgrade

  • Introduced tiered upgrades (PL1–PL4) to incentivize existing subscribers to move up.

  • Targeted renewal offers for non-renewing subscribers (PL4-9 for 90 Renewal Special).

  • Added package fees and experimented with price increases for returning subscribers.

• Year 3: Conversion and Retargeting

  • Continued targeted renewal and upgrade campaigns.

  • Launched conversion strategies to move discount subscribers to full-paying packages.

  • Offered new promotions (e.g., 8 for $100 Special) after the first concert to recapture lapsed attendees.

Results

2022-23 Season (Launch)

• Total Packages Sold: 536

• Revenue: $48,240

• Key Outcome: Successful launch with high uptake among new subscribers.
   

2023-24 Season (Renewal & Upgrade)

• Total Packages Sold: 470

• Revenue: $52,498

• Key Outcomes:

  • 261 renewals at increased price ($108 + fee)

  • 180 new subscribers at $90 + fee

  • 29 upgrades to higher-priced tiers (PL1-PL3)

  • Targeted renewal specials successfully recaptured lapsed subscribers
     

2024-25 Season
(Conversion & Retargeting)

• Total Packages Sold: 321

• Revenue: $55,233

• Key Outcomes:

  • 124 renewals (PL4) at $100 + fee

  • Multiple upgrades and full conversions:

    • 18 to full PL1 ($428)

    • 24 to full PL2 ($320)

    • 41 to full PL3 ($252)

    • 72 to full PL4 ($132)

  • Targeted promotions continued to yield incremental sales and recapture lapsed subscribers
     

Cumulative Impact (2022–2025)

• Total Revenue Generated: $155,971

• Progressive shift: Each season showed higher average revenue per package through upgrades and conversions, despite declining total packages sold (from 536 to 321).
   

Key Insights

• The initial low-cost offer successfully drove a surge of new subscribers, demonstrating demand for accessible ticketing options.

• Year-over-year retention and revenue increased, even as package quantities decreased, thanks to effective upsell and conversion strategies.

• Targeted promotions and retargeting of lapsed subscribers remain critical in maintaining engagement and revenue.

• Tiered upgrades and full-price conversions proved to be a sustainable model for increasing revenue while retaining subscriber loyalty.

• Continuous evolution of pricing and offers allowed the organization to balance accessibility and revenue growth.
   

Conclusion

The “9 for $90” program exemplifies how dynamic pricing and personalized engagement can build a loyal patron base while maximizing revenue. Through thoughtful evolution, from broad introductory offers to targeted renewal and conversion strategies, the organization continues to strengthen its financial foundation and audience relationships.