Success Story - Morrison Center for the Performing Arts

This theatrical customer has found that Online Surveys drive show bookings and influence parking plans

by The Marketing Team,  Constant Contact Customer Success Stories

Morrison Center for the Performing Arts
List Size: 3,136
Website: http://mc.boisestate.edu

The Morrison Center for the Performing Arts is a 2,000-seat theater nestled on the bank of the Boise River, and a part of Boise State University. Its mission is to encourage cultural and intellectual activities for the benefit and enjoyment of all Idaho residents. It features local arts groups such as the Boise Philharmonic and Ballet Idaho and popular national acts such as Jerry Seinfeld.

The Morrison Center staff has grappled with a handful of challenges this year. For example, the slow economy and a fewer number of touring acts have softened ticket sales and bookings, reports Scott Bodmer, the center's business and marketing director. Overcoming these obstacles means it's important for the Morrison Center staff to keep close tabs on what type of shows the community wants to see at the hall.

In support of this effort, Virginia Treat, the Morrison Center marketing assistant creates numerous online surveys to gather customer feedback on future events, post-event follow-up, and general operations. "Our patrons love giving us their feedback," Scott says, noting that survey links are usually the most clicked-on in the center's email newsletter. "The information from Virginia?s surveys help us select the shows audiences want to see.  It helps us reduce our risk."

Recently, an opening in the in the Morrison Center?s 2010?2011 season calendar became available that could accommodate one of two touring Broadway shows.  Fortunately, both shows were included in an earlier patron survey that gauged their interest in the shows.  The Morrison Center staff was then able to refer back to the survey results and select the show the patrons said they preferred. "Having that information, we confidently selected the show our patrons preferred as opposed to making a decision based on our personal preferences. We actually had hard evidence we could turn to," Scott says.

Surveys do not just influence show selection at the Morrison Center. One customer satisfaction survey resulted in a number of complaints regarding difficulty exiting the center's parking lot after shows. As a result of the feedback, the center implemented a more effective exit plan to alleviate the problem; the plan's success has been verified in more recent surveys.

While all survey responses are appreciated, some generate a chuckle. "One of our patrons recommended we bring in Annie Get Your Gun," Scott says. "She was sure it would appeal to the 'typical Idaho man.' Apparently, Idaho men go for those spunky, pistol packers."

No matter what the suggestion, though, the Morrison Center always shares feedback with its supporters in future email newsletters. Scott says this lets survey-takers know how their opinions compare with other respondents, which has its benefits as well. "By making the results available, it creates a greater interest in our e-newsletter and improves our open rate," Scott says.

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