Unlocking the power of your shadow audiences: New revenue & engagement strategies

Many arts organizations unknowingly leave revenue on the table by not knowing and engaging with their shadow audience—the 60% of attendees who accompany ticket buyers but remain unknown in patron databases. In this session, True Tickets and The Roundhouse present groundbreaking insights on how digital ticketing is revealing these hidden audience members and turning them into loyal patrons. Attendees will learn how True Tickets partner organizations have generated significant incremental revenue—over $6.7M since 2022—by activating shadow audiences through targeted engagement, optimized messaging, and donor conversion strategies. Discover how your organization can leverage these insights for sustainable growth and stronger audience relationships.

Key takeaways:

• Understand the concept of shadow audiences and their impact on ticketing revenue.
• Leverage secure digital ticketing solutions to reveal and engage shadow audience members.
• Implement data-driven strategies to convert shadow audiences into repeat patrons and donors.