The Triad Group
A Smarter Season Starts Here.
Your season just ended. Your brain is (probably) still half in recovery mode. But if you're starting to think about what 25/26 could look like with cleaner data, better campaigns, and a growing audience...this is your chance.
The Triad Group combines strategic group consulting and 1:1 support, designed around the audience development trifecta: marketing, ticketing, and experience — with Tessitura at the core.
All without the five-figure price tag
Six Organizations
We're accepting just six organizations into our founding cohort. If you're in now, you get a discount on your monthly rate that's locked in for life.
🗓️ Exact date set with the cohort.
Less chaos.
More clarity.
A growing audience.
No five-figure price tag.
This is more than training, we're here to help you with marketing, ticketing, and experience strategies — we call it the trifecta — and a goal you care about: growing audiences who come back (with their friends).
What You’ll Walk Away With
Insight into why people buy (and why they ghost you)
Tighter collaboration between departments (finally bust those silos)
Deeper connection with people who get it (join a tight-knit group who’ve live through the fire drills, fought calendar battles, and are serious about doing better work)
More strategic use of Tessitura (yes, even if your data is messy or your org’s been winging it for years)
Faster, cleaner campaign execution (with fewer “can Tess even do that?” moments)
Benefits & Pricing
Membership prices are per organization and includes a monthly 90-minute group consulting session, access to curated resources, and some 1:1 support — plus the kind of networking that often turns into real friendships.
Founding members of this first Triad Cohort will be locked into their rate for life, no matter how the program grows. And if it’s not the right fit? There’s a money-back guarantee to keep it low-risk and pressure-free.
Sound like a fit, but still not sure?
Essentials
Onboarding session, so we can learn your specific goals and pain points (60min)
→ Online group consulting session each month — part peer discussion, part workshop (90min)
→ Access to the Triad community which includes Tessitura and Audience Development resources and templates including a video library of past group consulting sessions
→ Support call/month by appointment (30min)
$195/mo
Elevated
→ Onboarding session, so we can learn your specific goals and pain points (60min)
→ Online group consulting session each month — part peer discussion, part workshop (90min)
→ Access to the Triad community which includes Tessitura and Audience Development resources and templates including a video library of past group consulting sessions
→ Two support calls/month by appointment (30min)
→ Quarterly 1/1 training or custom strategy sessions (60min)
→ Discounts on 1/1 projects, training, or support
$370/mo
Pinnacle
→ Onboarding session, so we can learn your specific goals and pain points (60min)
→ Online group consulting session each month — part peer discussion, part workshop (90min)
→ Access to the Triad community which includes Tessitura and Audience Development resources and templates including a video library of past group consulting sessions
→ Three support calls/month by appointment (30min)
→ Quarterly 1/1 training or custom strategy sessions (60-min)
→ Discounts on 1/1 projects, training, or support
→ Custom Tessitura LaunchPad audit (valued at $3K).
$595/mo
Unlock a Tessitura Masterclass
Level up during your lunch break and
get a peek inside The Triad Group.
Learn how to nudge your audience to subscriber status using pre-suasion techniques and a Tessitura price rule.
Your Consultants
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Nicole Wetzell
→ 20 years of marketing and ticketing
experience and 10 years using Tessitura.→ Most memorable ticket management event: An Evening with Supreme Court Justice Ruth Bader Ginsburg
→ Secret Tessitura trick: adding an image to a Pricing Rule.
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Anastassia Lavrinenko
→ Over 10 years of ticketing experience, primarily with Tessitura and TNEW.
→ Favorite part of working with Tessitura is the sense of community and knowledge-sharing with organizations all around the world.
→ Secret Tessitura trick: using dummy offers to allow for multiple offers in the same Mode of Sale.
FAQs
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The Triad Group (TTG) is a group consulting program built for nonprofit arts and culture orgs using Tessitura. We focus on what we call the trifecta of audience development—marketing, ticketing, and audience experience—with Tessitura as the common thread.
You’ll get monthly group consulting sessions, access to our member community and resources, and depending on your tier, 1:1 strategy support and spotlight time.
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We created The Triad Group to make high-quality, strategic support accessible to more arts organizations without the five-figure consulting price tag.
That means we work in a small group setting where members can learn from each other, share solutions, and build smarter systems together.
We do our best to address individual challenges within the group space, especially when they’re relevant to others. That said, if something requires more hands-on work or deep customization, we may gently steer you toward a higher-tier option or custom engagement.
We’re not here to nickel-and-dime you—but we are committed to keeping this program sustainable, equitable, and focused.
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The Triad Group is a great fit if you’re working inside a nonprofit arts or culture organization using Tessitura and looking for smarter, more strategic ways to grow and engage your audience.
You don’t need to be a Tessitura power user, but you do need to know the basics like processing a ticket or pulling a basic list. You'll need to be ready to:
Take a closer look at what’s working (and what’s not)
Bring real challenges to the table
Make time for strategic work (not just fire drills)
This is especially valuable for people in marketing, ticketing, or audience services who:
Feel stuck managing campaigns or segmentation in a vacuum
Are tired of duct-taping systems together
Want more alignment between Tessitura and audience strategy
Crave a peer group that actually understands the challenges behind the scenes
If you’re looking for a full-service marketing and ticketing team to do the work for you, this probably isn’t the right fit. But we're happy to talk with you about custom solutions. But if you’re looking for smart, strategic support to do it better—with tools, structure, and people who’ve been in your shoes—you’ll feel right at home.
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You’re helping to shape this program.
As part of our first-ever Triad Group cohort, you’re coming in at the ground level — and we want your input.
We’ll be refining the structure, cadence, and tools as we go, based on what works best for this group.
Here’s what that means:
First, you're getting a discount and you're locked in for life.
We’re building this together. Your feedback is essential.
You’ll see some flexibility with session scheduling and format early on as we find what works best.
Sessions are not just “webinars”—they’re strategic, practical working time. You’re encouraged to show up, ask questions, and bring real challenges.
You may get a sneak peek at new resources or session types before they roll out to future cohorts.
We’ll always be transparent about changes and clear about what’s evolving — and your insight will help us build something that works better for you and the field.
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The Tessitura LaundPad is a focused review designed to give us a full picture into your set up. You'll 12-15 recommendations for improvement, such as improving reporting in Analytics, streamlining TNEW, pulling better lists, and much more. Get the full details here
About The Triad Group
Membership & Sessions
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Each tier includes different levels of access and support. Everything you get will be clearly outlined in your tier’s details at signup.
Generally, you’ll have:
Monthly strategy sessions (live on Zoom)
Access to past recordings and tools
Community support and discussion
Optional 1:1 or spotlight time (depending on tier)
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Yes! TTG is built to support real collaboration across departments. If more than one person from your organization will be participating, just let us know so we can include them in scheduling, resources, and onboarding.
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We aim to start in mid-July. We haven't set an exact date yet because we want to do our best to schedule a time to meet that's doable for everyone. You'll provide availability on your application.
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All consulting sessions and support calls happen over Zoom. We currently meet on a set day/time each month, and will consider adding more times as the program grows.
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Plan to attend monthly consulting sessions live whenever possible and set aside a bit of time afterward to apply what we covered.
We recommend talking to your manager upfront to get time protected. These sessions are real strategy work—not “extras.”
We’re happy to provide talking points if you need to loop leadership in.
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We offer group consulting as an affordable option for arts organizations — not 1:1 consulting or custom services.
Each membership tier includes limited 1:1 support that's intended to answer questions you may have from the group consulting sessions and address key challenges.
Remember, our group consulting sessions are designed to help you apply smarter strategy to your work, share learning across peers, better understand Tessitura, and move your org forward without the five-figure consulting fee.
If you're looking for more support on solving your individual problems or implementation support, we're happy to talk with you about custom solutions.
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Each session is a mix of strategy, support, and discussion.
We call them consulting sessions because we want them to be far from passive webinars. Think of them as part team huddle, part training, part problem-solving roundtable.
Here’s how a typical 90-minute session flows:
Focused Theme: We’ll dig into a specific topic tied to the trifecta—marketing, ticketing, or experience strategy—with Tessitura woven in.
Group Discussion: You’ll hear how others are tackling the same challenges, share your own wins and roadblocks, and learn from peers who get it.
Workshop or Spotlight Time: Depending on the session, we’ll offer a short training, walk through a real-world example, or work through a live challenge from a member.
Resources & Follow-Up: You’ll get links to any tools or templates we referenced, plus access to the session recording if you want to revisit.
You’re encouraged to show up ready to engage. As the founding cohort, we'll also be regularly asking you for feedback on how the sessions can be more valuable for you and future members.
Billing & Scope
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We do for first-time members only.
Our guarantee also isn't intended to be a fallback for inactivity or behavior that goes against the program’s rules of conduct. If you're not happy within your first 90 days, here’s how to request a refund:
Someone from your org has attended at least two live sessions
You’re in good standing with our member guidelines
You’ve had a short conversation with us to see if we can make it right
If it still doesn’t feel like the right fit, we’ll refund you with no hard feelings.
Refunds do not apply to returning members.
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The Triad Group operates on a month-to-month membership model. You’re welcome to cancel your membership at any time—no long-term commitment required.
Because this is a month-to-month program, we do not offer partial refunds for unused time or missed sessions. To Cancel:
Simply email us at [email protected] before your next billing date. Your membership will remain active through the end of your current billing cycle.
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If your membership tier includes 1:1 sessions (such as strategy calls, custom documentation, or support calls), any unbooked or unused sessions must be scheduled and completed before your billing cycle ends.
After your cancellation date, access to member resources, session recordings, 911 calls, and any remaining 1:1 time will end.
We strongly recommend scheduling any outstanding 1:1s as early as possible to make the most of your membership.
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Membership is automatically billed monthly via Stripe and renews automatically unless canceled before your next billing date.
If your payment fails or billing info changes, we’ll pause your access until it’s resolved.
We’ll notify you at least 30 days in advance if pricing changes.
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We're only offering month-to-month membership at this time, but plan to offer annual packages in the future.
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We want you to get as much as you can out of this program and do not offer partial refunds for unused time or missed sessions.
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Yes—your monthly rate is locked in for life, as long as you stay active and within your tier.
Founding members (and early cohorts) receive special pricing that won’t increase, even if our standard rates go up later. It’s our way of recognizing your early investment and partnership.
That said, program features, tools, or offerings may evolve over time as we grow and improve the experience. We'll always give you a heads-up about meaningful changes and do our best to keep the value strong at every tier.
If you cancel and rejoin later, you’ll come back in at the current rate and scope.
Member Conduct
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To keep the group valuable for everyone, we ask that you:
Show up to live sessions — we want you to get your money's worth
Keep discussions confidential
Be respectful of peers and facilitators
Participate in good faith
Don’t share program content outside your org
We reserve the right to remove members who don’t follow these guidelines.
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You’re welcome to use anything we provide internally at your org. But please don’t share recordings, templates, or resources publicly, resell them, or turn them into your own offerings.
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We collect only what we need to run the program and never sell your data. Everything you share with us is treated as confidential.
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Yes. This is a brand-new service and we will likely update pricing, content, or session structure to improve the program. Changes will likely be based on your feedback, and we’ll always let you know in advance if a major change is coming.
Join The Triad Group
for a little more sanity behind the scenes.
The Short of It
Meets monthly for 90-minute sessions (on Zoom)
Includes direct consultant access, resources, and real-time support between sessions
Starts mid-September — exact date set with the cohort
Only 6 organizations in this first group — enjoy a discount on membership
Explore risk-free. Cancel anytime and we offer a 90-day money back guarantee*
Membership begins at $195/month/org and is locked in for life.
Terms apply; see FAQ for details.