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Auditorium Theatre

Improving subscription sales and the audience experience

Case Study

What Happened

This National Historic Landmark with 3,998 seats welcomes approximately 250K people per year for performances by world-renowned artists and speakers such as Alvin Ailey American Dance Theater, Boston Pops Orchestra, American Ballet Theatre, Justice Ruth Bader Ginsburg, and many others.

The theatre offers performances to people from many different backgrounds and is known as The Theatre for the People.


For over a decade, Nicole worked on countless marketing, audience development, and customer service projects at the theatre, including:


  • Creating and overseeing marketing and sales plans for the group, subscription, and student matinee programs for 14+ productions and 3-4 student matinees every season.

  • Building the theatre's first data platform using TRG Arts data and Tessitura Analytics, identifying patron trends - determined first-time patrons and developed strategies that drove a repeat visit within six months.


  • Opening and overseeing the Ticket Services Center, which was made up of a team of five people who coordinated approximately 12K calls per year, processed ticket orders by phone, and offered customer service.


Grew the department from one part-time Sales Associate to a team of five people when she opened the theatre's first Ticket Services Call Center, and was a key team player in increasing the theatre's overall ticket revenue by 46% over the previous season

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