Sydney Opera House Insiders Revisits Booking Fees
14 September, 2010 at 1:02 pm Tim Roberts ARTS Australia Leave a comment
The Sydney Opera House has launched a membership scheme called Sydney Opera House Insiders.
There are a variety of benefits for the annual fee of $110:
- Insider discounts and offers on tickets and experiences
- You’re invited to hang out at Insider pop-up lounges and events
- Get VIP treatment and discounts at bars and restaurants in and around the House, including Opera Bar
- Discounted parking at the Sydney Opera House Car Park, and …
- No more booking fees
I find the removal of booking fees very interesting and I do hope it sets a precedent for many other venues. The common logic of punishing loyal or regular customers with add on fees still escapes me. I understand that there is an opportunity cost of foregone income that venue box offices have become dependent upon, but I do find this development offers greater finesse to look after loyal customers as well as develop an ongoing dialogue and engagement.
Entry filed under: Arts Marketing, audience development, box office, Case Studies, CRM, Loyalty, Online. Tags: Arts Marketing, audience development, Booking Fees, CRM, Online.
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