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Publicação
Rethinking the ticketing structure of Teatro Nacional D. Maria II – monthly subscription strategy
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| 1.27 MB | Adobe PDF |
Autores
Orientador(es)
Resumo(s)
The performing arts sector in Portugal is predominantly comprised of non-profit institutions,
which are driven by a dual mission: to expand access to cultural activities and to ensure long term financial sustainability. TNDM II is well-acquainted with this balance.
Considering the theatre's return to its historic venue in Rossio, this thesis aims to examine
innovative approaches to enhance its operational resilience. A comprehensive benchmarking
analysis of ticketing strategies has enabled the formulation of five tailored pricing strategies for
the 2025–2026 season. These strategies align TNDM II's commitment towards the
democratisation of culture and the fostering of greater financial self-sufficiency.
Descrição
Palavras-chave
Performing arts industry Non-for-profit sector Arts’ democratization Ticketing strategy Non-for-profit marketing Benchmark analysis Pricing strategy Customer retention Loyalty audience development Monthly subscription 7P marketing mix