Toledo Ballet’s Nutcracker

In 2017, the Toledo Ballet approached us to help market The Nutcracker, its main revenue driver. After seasons of declining sales, Toledo Ballet needed to turn things around to improve liquidity and save the organization from closing shop.

I applied industry-leading practices in marketing and created a custom, multi-channel strategy. My team and I folded ticketing into our mobile-friendly platform, and I repriced the hall, employing dynamic pricing strategies when demand was at its highest. In the end, we exceeded the previous season’s attendance by 21% and revenues by 25%—an all-time record.

With data from the 2017 campaign, I repriced the hall again. Coupled with a new design that better matched the magic of the story and season, we broke sales records yet again. We brought in nearly 6,000 patrons during the run and increased revenues by 6.2% from 2017 for an overall 32.9% increase from 2016.

This successful collaboration between the Toledo Symphony’s marketing team and the Toledo Ballet paved the way for the eventual formation of the Toledo Alliance for the Performing Arts in 2019.

My role: marketing strategist & consultant, pricing strategist, campaign director, design director, copy writer, music curator for radio and video, data analyst