Guests to growth: Who’s really in your audience — and how to keep them

Your most valuable patrons may already be in the building — you just can't see them yet. In this candid panel conversation, TRG Arts and True Tickets will show how audience intelligence and attendee identification work together to drive loyalty, retention, and revenue. TRG Arts will share industry-wide insights on patron behavior and how a strategic focus on retention drives long-term growth, while True Tickets will explore how organizations can reveal the previously unknown, high-potential attendees behind shared and resold tickets.

Through real peer examples and open discussion, you'll learn how to reveal more of your true audience, understand how they behave, and turn newly visible attendees into lasting relationships and sustainable revenue growth. Whether you're looking to grow attendance, increase retention, or better understand your audience, you'll leave with practical ideas you can start applying right away.

Presenters:

• Matt Zarracina, Co-Founder and CEO, True Tickets
• Jill Robinson, CEO, TRG Arts

Panelists:

• Geoff Anderson, Vice President of Marketing & External Affairs, New Jersey Symphony
• Dale Edwards, Director of Marketing and Communications, Adrienne Arsht Center for the Performing Arts

Key takeaways:

• Reveal the audience you can’t see.
• Bring first-time guests back before they disappear.
• Use smarter segmentation to drive retention and revenue.