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Jennifer Sowinski
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Grow arts and culture revenue

Ask Me Anything: Re-Scaling


Ask Me Anything Question

"How often should we re-scale our house? We re-scaled two years ago, is it too soon to do it again?"

Jennifer Sowinski’s Answer

(Need a refresher on what we mean by “scaling”?  This article will help.)

There’s no exact answer as to how often you should re-scale your house. As a general rule, when your current scaling is no longer working, it’s time to think about changing it. Hopefully, any re-scaling effort will always be done with enough research and historical data that it will work well for several years. But, sometimes what you thought would work ends up needing adjustments, or unexpected events crop up, and you find that you need to re-adjust sooner than expected.

It’s a good idea to do at least a surface level analysis of your house at the end of each season. Are there zones that you consistently have trouble filling? Is there one section that always fills up first, and sells out far in advance of the performance? Are there holes in the house that you usually end up discounting or papering?

If the answer to any of the above questions is “yes,” then it might be time to re-zone and/or re-scale.

On the other hand, if your scaling is working like you want and expect it to, you may go several years without making significant changes. A major re-scale does have the ability to upset subscribers and confuse single ticket buyers if it’s not done with care. If you’re making big changes every year, you could end up exacerbating those effects. At the same time, if you’re considering a minor adjustment that won’t significantly affect your subscribers or other business practices, go for it!

For any changes you decide to make to your scaling, just be sure to do your research up front. Use historical data so that you will be confident in your decisions, and avoid the need to start from scratch again the following year. If you find a problem, don’t be afraid to change to jump in and come up with a solution!

Need help re-scaling?  Let us know!

Do you have a question for the team at JCA Arts Marketing? Submit it here. It could be featured in an upcoming Ask Me Anything post.


JCA Arts Marketing collaborates with cultural organizations to increase revenue, boost attendance and membership, and grow patron loyalty. We provide consulting and software services to hundreds of cultural institutions across multiple genres, including dance, museums, opera, performing arts centers, symphony, and theatre. We can help you achieve your marketing goals.

Jennifer Sowinski, Consultant, JCA Arts Marketing

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