Two-Year Operating Support Grant

Matinee Musicale's goals for this capacity building project are 1) to integrate a new ticketing platform into its website that will simplify and streamline purchases for patrons and also deliver real-time financial and marketing information for MM; and 2) increase the visibility for and consumer awareness about Matinee Musicale's on-going world-class programming through aggressive marketing and increased publicity for the Legacy Concerts. Measurable outcomes for Goal 1: overall patron satisfaction and confidence in the new ticketing procedure; achieving a 25% increase in tickets purchased online in each year of the project. Additional outcomes include: increased efficiencies in accounting procedures and access to additional marketing analytics. Measurable outcomes for Goal 2: an increase in average per concert ticket sales to 225 in Yr 1 and retention of 50% of that increase in Yr 2; an increase in website traffic and social media followers by 100% over the course of the project. Successful implementation of the new ticketing process will assessed through online and written surveys as well as direct follow-up at the concerts with online purchasers. Web sales increases are available through the ticketing platform's real-time sales information. This online ticket sales date will be evaluated along with qualitative responses about the process and used to refine the ticketing procedure going forward. Increased efficiencies in accounting will measured by the reduction in time spent by Board members analyzing information and preparing reports. Increases in ticket sales and retention rates will be quantified through accounting MM's procedures and increases in online exposure will be assessed through analytics available through the various online platforms (online advertising, Facebook, Twitter, the ticketing app). MM will create audience surveys tailored to gather data about marketing and get in person feedback from after concert receptions and other direct feedback from stakeholders to help in evaluating the success of the visibility/marketing effort. Ongoing monitoring of on and offline media coverage by the Artist committee and Board along with analytics from the webmaster time spent on MM's website, click throughs from other sites, etc. will expand analysis of the project's benefits as MM moves through Yr 2 of the project. Also, comparing historical ticket sales and marketing costs with current levels will provide another level of evaluation.