Theater + Musical Institutions

Event Ticket Sales Analysis – The Pennsylvania Ballet

Pennsylvania Ballet Company – Philadelphia, PA

The marketing manager wanted to figure which seat locations were mostly like to sell based on the visitor type and the buyer’s geographical location.

2013 – 2015 Visitor Zip Codes (All months)
2013 – 2015 Admission Records with Visitor Types (All months)
2013 – 2015 Seating Prices

The ballet’s main goal was to develop different marketing targets based on the results of top visitor zip codes. This event ticket analysis ranked the top 5 visitor zip codes for each performance in 2015. Followed by ranking the top 5 visitor zip codes per a seating section ( ex. balcony, amphitheatre) and also ranking revenue produced by each section in 2015.

Surprisingly visitors from Texas and Hawaii lead the list for most visitors during major performances such as the Nutcracker. The seating location analysis revealed that though balcony seating was assumed to be too expensive for general visitors, it rose by 82% in revenue. Lastly, the report recommended a fee-based live stream video of major seasonal performances to meet the growing demand of out-of-state audiences.

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