Dallas Symphony Orchestra—Impromptu® Card

A gym membership model makes the symphony sound so good!

The premise:

When the Dallas Symphony found that scheduling conflicts were causing many subscribers to make last-minute changes—or worse, to decide not to renew their subscriptions—they had an idea: Why not try a health-club membership model?

The plan:

Here’s how it works:

  • Members pay a one-time membership enrollment fee of $25—like a health-club initiation fee—and receive a membership card.
  • A monthly fee of $55 is automatically billed to the member credit card on the first of the month (September-May symphony season)
  • A member can add a companion to their membership card for an additional $50 per month (companion enjoys unlimited single admissions with card holding member)
  • Members do not need a reservation to enjoy unlimited single admissions to Classical and Pops Series concerts
  • Impromptu® members arrive at the Patron Service Center prior to the performance they wish to attend and receive a ticket for the best seat available.
  • There is no limit to how many qualifying performances a member can attend in one weekend or even one month!
  • Members receive one free guest ticket each season that can be used for an additional companion, or given away as a gift.
  •  Additional benefits include a 10% discount at the Symphony Store and the Meyerson Symphony Center restaurants.

Early results:

Patrons are happy with the flexibility of Impromptu®, which gives them the option to attend concerts on a last-minute whim. There is no indication that Impromptu® is creating a decline in subscriptions; rather some customers are purchasing the Impromptu® cards in addition to their traditional subscription. The program tends to fill seats that would have otherwise remained unfilled; and helps to make up for tickets returned by subscribers. The Dallas Symphony originally set a goal last spring to sell 250 Impromptu® packages. As of January 2006, they have sold more than 280 packages, and subsequently raised their annual goal. There is an Impromptu® information booth at every Dallas Symphony concert, and concertgoers seem very interested in knowing more about the program.

Links to more information:
http://www.dallassymphony.com/buy_tickets.special.php

Sheryl Glenn, Dallas Symphony Orchestra Senior Brand Manager: 214-871-4034