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30th April 2019 Jemma Green

The Behavioural Economics of Loyalty

Audience behaviour / Loyalty / Data

What is it about?

Northern Stage knew that in order to be sustainable long-term they needed to reimagine how they were relating to their patrons. TRG Arts’ Senior Consultant, Christina Hill, and Northern Stage’s Director of Communications and Sales, Amy Fawdington, will demonstrate how Northern Stage has risen to the challenge.

Explore real-life examples and discover how to tap into audience behavior to create loyalty. Gain an understanding of how to develop strategies to incentivise and reward ticket purchase, membership, and donations. You’ll leave with practical tips on how to build patron relationships to sustain and grow your organisation.

In collaboration with TRG Arts and the AMA.

What will I gain?

— An understanding of how to invite and inspire loyal behaviour along with how to measure it

— Insights into how to analyse data on audience behaviour — and act upon it in order to deepen relationships with patrons

— Practical examples of loyalty programme creation, execution and results

Who is it for?

This session is for those interested in how to use data to better understand their audiences.


Amy Fawdington | Director of Communications and Sales | Northern Stage

Amy moved to the North East for university and never left, she now has 10 years’ experience working in arts marketing including stints at English Heritage, Theatre Royal Newcastle and Live Theate. Amy is currently the Director of Communications and Sales at Northern Stage (a mid-scale producing and presenting theate in the heart of Newcastle upon Tyne) where she leads on the creation and delivery of strategies to maximise audience loyalty and engagement alongside earned income. Currently studying for an Executive MBA at Leeds University, Amy is also a board member for Dance Touring Partnership and The Common Room of the North East.

Christina Hill | Senior Consultant | TRG Arts

Christina Hill has spent more than 25 years working with not-for-profit and commercial arts organisations, as well as corporate entities serving the arts, entertainment and events sectors in the US and internationally.  A resident of New York City for two decades, she developed her passion for the arts while growing up as a dancer in Louisville, Kentucky, where she attended a high school for the performing arts.  At university, she completed a Bachelor of Arts in Arts Administration, with a vision to work across the not-for-profit, commercial and corporate worlds, to learn and take best practices in business back to the arts.

She’s held roles at leading nonprofit arts organisations including Actors Theatre of Louisville, the Kentucky Center for the Arts, The Louisville Broadway Series and Bay Street Theatre. Her commercial theatre experience includes stints with Broadway producer Livent and The Shubert Organization. Corporate work has included direct marketing firm MSGi, parent company to Dewynters and Spotco agencies Pivot Entertainment, and events software developer Cvent.  Additionally, she was with Ticketmaster for five years, managing US national accounts including Nederlander Theatrical, Disney Theatrical, Cirque du Soleil and Madison Square Garden, and driving marketing for the NY Tri-State area, including for nine local professional sports teams and US Open tennis.

Originally working with TRG’s North American clients out of New York City, Christina is now based in London, where she is thrilled to leverage her experience in ticketing, sales, marketing, strategic planning and business to the UK, where she currently works with clients including Sheffield Theatres, Northern Stage, Theatr Clwyd and Royal & Derngate, Northampton, among others.


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