How One Performing Arts Center Leveraged Third-Party Data to Gain Insight on their Community Ticket Buyers

Company Background

Set in the heart of downtown Miami, the Adrienne Arsht Center for the Performing Arts of Miami-Dade County is one of the world's leading performing arts organizations and venues. Since opening in 2006, the Arsht Center, a 501c3 non-profit organization, has emerged as a leader in presenting innovative programming that mirrors South Florida's diversity as well as a catalyst for billions of dollars in new development in the downtown area. Spotlighting legends and serving as a launch pad for local artists to make their mark on the international stage, the Center presents nearly 400 events each year across its flexible, state-of-the-art performance spaces. The Center programs several Signature Series, including the largest jazz series in South Florida, a major annual Flamenco Festival, and a robust program of new theatrical works as well as free programming for the community and an arts education program that serves nearly 60,000 children each year.


The Arsht Center was looking for a data partner that could provide greater insight into the demographics of their ticket buyers to ensure they were supporting their mission "to engage and connect people from every corner of our community". In order to achieve this mission, the center knew they needed to fully understand their community in order to provide culturally diverse and inclusive events.


The center turned to USADATA because of their easy-to-use technology products and extensive experience with not-for-profit organizations. USADATA provided the Adrienne Arsht team with access to SL360, a self-serve application that would allow them to securely load their customer data and overlay it with age, gender, and ethnicity information on demand.


"By appending our database with third-party demographics from USADATA, we're able to create a dashboard to see if the ticket buyers match the community they are in," said Nicole Keating, Assistant Vice President of Business Development of the Arsht Center. "We then use the information to drive marketing initiatives," added Keating.

Since the COVID-19 pandemic closed the venue, the center began sending bi-monthly surveys to find out when guests might feel comfortable returning to see a show. The Center found that the sample self-reported data from their ticket buyers matched the third-party data appended by USADATA perfectly.

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