The Battle to Build A Committed Audience

I'd like to talk with you about a few benefits of becoming a season ticket holder at the Glesby Centre. Many people just like you have added a lot of enjoyment to their lives, experienced music and theatre that they may not otherwise, and have done it at very reasonable cost. I'd also like to be quite honest with you about how important it is to us to have you as a season ticket holder.

First let me start with a little bit of background. Every year we look at some of the best touring performers from across Canada. We also try to find a cross section of different styles that we think you as an audience would enjoy. Normally I begin this a year in advance as that is how far ahead many work in order to fit things into their tours.

This past year, I sifted through over two hundred performers, both through the Manitoba Arts Network on whose programming committee I sit, and though our own extensive network of agencies and personal contacts. I narrow these down to about twenty five that I think you would enjoy, then working with my marketing team, I decide on the final season lie-up.

As you can imagine the cost of major performers can be high. As a centre, we couldn't afford the cost of the quality of performers we bring in based on ticket sales alone. To help offset this cost we have applied for, and for a number of years been very fortunate to receive, a grant from Canadian Heritage.

But in turn, we have to meet their criteria, both financially as a centre, and to present Canadian performers in a variety of styles. So as I'm choosing performers I have both of you in mind because I need to keep both of you happy.

Let me now tie that in to why we work hard to develop a strong season ticket audience..

The reason is simple.

What "makes or breaks us" is our audience.

Not only does it cost a lot for performers, but it also costs a lot to keep this building maintained and to continually upgrade our sound and lighting equipment to keep us up to date. That cost is offset through a city grant and RM grant, rentals and fundraising. Unfortunately that's not enough.

Especially important is keeping our season ticket audience up so that we can continue to bring in higher calibre performers and to have a solid base from which to cover our costs. Each year our season audience will fluctuate slightly but we constantly work to grow it, even if by a few. Our goal for this year was to have a minimum of 190 people. Currently we're sitting at 165.

In all honesty I don't know why this is such a struggle to reach this number in a city of our size. Other much smaller communities such as Neepawa,

Virden and a number of others can average 300 season tickets.

I've heard reasons such as we're so close to Winnipeg, or we're a sports town, peoples lives are too busy, "I just bought a big screen TV"...well, you get the drift.

I've had other people tell me they would buy but they go away for part of the winter and they'll try and buy for a show or two along the way. I understand. They may mean well but quite often they don't. Something always comes up.

I've had both individuals and business' tell me they're committed to funding the PCU Centre or Centennial committee or other organizations. I'm happy to hear that because these are great groups who also need your help.

But we still need people coming here.

My wife will challenge me at times saying that "I try to be so nice getting to the point that I never get to the point!" She may be right. I have to be "politically correct" in my position. I have a board to answer to; I have an audience to answer to, and a community to answer to. But for the next paragraph or two let's assume that none of that matters and let me speak freely.

So, why would you even consider season tickets? First you save a lot of money of the regular price of shows. We offer a great package of performers for only $105 and our coffeehouse are only $45 for the package. For $150 you could get nine incredible performances. Even if you go away for two or three months why not give your tickets to a friend who is staying here or give them to a charity that will pass them to someone who would be totally blessed by your gift.

It helps us, you have given a gift to remember to whoever gets the ticket, and in a much broader picture you support a centre that serves the community in many more ways than just performances.

Second benefit; this place was built not just for you and me, but for our kids and grandkids. I encourage you to bring some of them with you to experience what it feels like to see and hear a high calibre performer in an intimate setting. A few of you have done that and have started to build a whole different memory for them. I've mentioned it to others who had never even thought of doing that. Think of it. You're building something of lasting value into them and your support ensure that they and maybe even their children will benefit from.

Finally, it helps us to bring in even higher profile performers here for you to enjoy. With a larger base of season ticket holders we are able to brin in higher name acts. We really do appreciate your support and were trying to find a way to give something back to you as well in other ways. This year as a season ticket holder you can also buy tickets to thee additional performances. "Jake's Gift", an award winning live theatre performance, The Royal Winnipeg Ballet and MTC's live theatre performance of "The Mellville Boys". All three are available to you as season ticket holders at a huge...and I mean huge....discount! And you aren't limited to how many you can buy. This is an opportunity to bring friends or family without breaking the bank.

I'll address one more "elephant in the room" Many people are season ticket holders at MTC, the Symphony or just go to individual shows. I think that's great! It shows you enjoy expanding your horizons. Performances in Winnipeg can be wonderful and I encourage people to experience live performance as much as possible. It's different, invigorating, and grows you as a person.

But... don't miss the opportunity to experience the gift in your own back yard. No long distance driving, an intimate venue with great acoustics and the opportunity to spend time talking and getting to know the performers who have just been on stage.

Finally, with a little respect to all the people who who believe that any talent of worth only happens in the big city...well...grow up! I'm not knocking Winnipeg. Okay, maybe I'm knocking Winnipeg. Although I am a strong believer in supporting as much locally as I can, I have also been part of many others who zip into the city to either spend a day shopping or hitting a favourite restaurant. We think nothing of the drive. We're from the country and don't give it a second thought. And I certainly don't want to tick off those hundreds of people from the city, who with anticipation in their hearts, are lined up at the perimeter just waiting to be given directions as to how to get to Portage.

I wonder how nice my wife will think I am now! Eh?

What we trying to encourage you to do folks is not only think of us, but continue to support us as we grow our programs. I know there are twenty five more people out there that would love our series shows. In fact I know there would be many more. Check our website www.glesbycentre.com or call us at 239-4848. We'll be more than happy to talk with you.