Preparing for Next Season: Re-Engage Audiences and Recover Revenue

Recorded On: 08/24/2021

imageAbout this Webinar

With the US open for business and summer in full bloom, we are looking forward to full scale in-person performances resuming the 2021-22 season. As we get closer, what can you do now to prepare your marketing team for a successful next season—one with the excitement of reopening but also the lingering effects of the pandemic?   

In this webinar, we’ll offer tips to help you re-engage in-person audiences and recover revenue in the 2021-22 season. JCA Arts Marketing’s Jamie Alexander and Jennifer Sowinski will share findings from recent research, and associated action items, on the following topics:  

  • Segmentation & Messaging Strategies  
  • Pricing Strategies for In-person and Digital Performances 
  • KPIs for In-person Ticket Sales 

You’ll leave the webinar with a checklist of items to prepare your team with effective and efficient marketing strategies for a successful reopening. 

Learning Objectives:  

  1. Learn how to price your tickets for changed audience behavior due to COVID-19. 
  2. Learn how to use segmentation to reengage audiences and track new audience behavior. 
  3. Learn useful KPI’s for pricing and segmentation strategies. 

ArtsU Support Program

We are pleased to be able to offer registration support for those with limited resources who wish to attend this activity, [Click Here] to learn more and sign up to receive support!

Jamie Alexander


JCA Arts Marketing

As Director, Jamie Alexander leads the JCA Arts Marketing team in its efforts to increase revenue, boost attendance, and grow patron engagement for arts organizations around the country. Jamie's clients include Arizona Opera, Kitchener-Waterloo Symphony, Lyric Opera of Chicago, Oakland Museum of California, Segerstrom Center for the Arts, SFJAZZ, Steppenwolf Theatre Company, and Victory Gardens Theater. 

Before joining JCA, Jamie worked on the marketing staffs for Steppenwolf Theatre Company, the Denver Center for the Performing Arts, and the University of Chicago Booth School of Business where she specialized in campaign strategy, marketing analytics, and audience development.  

Jamie’s previous accomplishments in the arts world include developing innovative strategies to engage new audiences. At Steppenwolf Theatre Company she was a member of a team developed to drive Millennial and Gen X engagement, and led the implementation of the highly successful Steppenwolf RED membership for twenty-somethings. Jamie was also an integral member of the team that implemented variable and dynamic pricing for the company. 

Similarly, at the Denver Center for the Performing Arts, Jamie formed a council focused on the engagement of young professionals, managed accessibility programs, and integrated social media into the Denver Center’s regular marketing plans. She also helped launch the marketing campaign for the first touring engagement of The Book of Mormon, and originated marketing efforts for a new programming stream called Off-Center. 

At the University of Chicago Booth School of Business, Jamie supported a marketing team that led a complete overhaul of the Executive Education department’s website and CRM systems. She also led the re-positioning and re-branding of the department's marketing materials, which can be seen as soon as you enter the business school’s downtown campus in Chicago. 

Jamie holds and BA in Music and an MBA, both from the University of Denver.  

Twitter: @JamieZoe 


Jennifer Sowinski

Senior Consultant & Analyst

JCA Arts Marketing

As Senior Consultant & Analyst for JCA Arts Marketing, Jennifer Sowinski provides data-driven consulting to arts and culture clients across North America. She is passionate about helping organizations leverage their data to increase revenue and grow attendance. Projects that Jennifer works on include pricing studies, venue re-scaling, customer behavior analyses, and segmentation projects. She also provides training and consulting on the RMA and Segmentation Engine. Jennifer has worked with a diverse set of clients including the Minnesota Orchestra, Ballet Arizona, San Diego Repertory Theatre, Cincinnati Opera, and Spoleto Festival, among many others. 

Before joining JCA, Jennifer most recently worked for Woolly Mammoth Theatre Company in Washington, DC, where she focused on innovative ticketing, pricing, and audience development strategies. Jennifer has earned an MA in Arts Management from George Mason University, and a BS in Chemistry and Theater from the University of Notre Dame. 


Preparing for Next Season: Re-Engage Audiences and Recover Revenue
Live event: 08/24/2021 at 3:00 PM (EDT) You must register to access.
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