The Playhouse is Derry’s principal venue for theatre. Opened in 1992, this two hundred seat venue welcomes professional and community theatre.

Since introducing the Databox system nine months ago the Playhouse has seen an improvement in marketing, services, and sales. According to Niall McCaughan, the general manager, the improvement is expected to continue.

‘It’s after about 12 months of collecting data that we expect to really notice the difference.’

What was previously a manual system has been transformed. Using Databox the Playhouse is able to capture information on its patrons that can then be used to target marketing and produce detailed reports of the venue’s clientele.

Recording patron contact details is important but the answers to a few simple questions also provide an interesting insight into the venue’s relationship with its patrons. By finding out what other performances the patron is interested in, as well as discovering where they look for information on the Playhouse has meant that McCaughan can be sure the marketing budget is spent effectively.

‘Previously this information would have been taken down over the phone if box office staff had the time. The new system is much more professional and sophisticated.

‘Where, for example, someone normally attends a show here about three times a year and they haven’t attended in recent months, we can let them know about an upcoming performance that they’ll be interested in.’

The installation of Databox was funded by the Arts Council of Northern Ireland and there were some teething problems. Time and money was spent training staff how to use the system. Coming at the same time as the addition of CHIP and PIN for credit card transactions, this was less than convenient.

Despite this, patrons of the Playhouse have noticed an improvement in service. Perhaps the most important change has been the introduction of online sales.

‘A large proportion of tickets sold for this year’s Big Tickle Comedy Festival were sold through the website. Our patron’s have had no problem adjusting to the changes’

The captured data is useful to the Playhouse in other ways. By submitting it to the Audience Development Agency, Audiences NI, it can be used in conjunction with MOSAIC to produce a detailed map of the Playhouse’s audience. Such a profile reveals not just the patrons’ relationship with the venue but also their other consumer habits. It also encourages audience development by identifying potential new patrons.

‘Largely due to online booking, sales have increased by around 5%. The increase was slow but we expect it to grow rapidly in the future.’

This information is also valuable when it comes to the Playhouse marketing itself. Approaching a potential event sponsor with projected numbers of attendance is common but sophisticated data concerning the demographics of the audience can also be very persuasive.

A problem with the system has appeared, however, concerning the venues in and around Derry.

‘Around half of our clientele are from over the border. They don’t use postcodes in the Republic of Ireland so we can’t include their details.’

Collaboration among venues in the North west is common and it is expected that the introduction of Databox will make such cooperation even more valuable.

‘Big events like The Big Tickle take place all over the city. Effectively we are programming other venues such as the Millennium Forum and the Nerve Centre. To ensure the events are a success the host venue will also promote it to their audience and that complements our own efforts.’

The same could also be said of the Jazz Festival which is organised by Derry City Council. Targeted marketing by all of the venues involved should mean big ticket sales.

Cooperation like this can have other long term benefits. McCaughan points out that this sort of collaboration helps when it comes to making an argument for arts in the region as a whole.

‘We can use the data to monitor the development of art forms in certain areas. It helps when it comes to making the financial argument for the arts. The data is more sophisticated and accurate than under the previous system. Importantly it also meets the criteria of the Data Protection Act.’

Databox offers detailed financial reports on individual shows. It notes when and how tickets were sold. It can even show when a performance has ‘broke even’ on its sales.

Should the success of these systems continue there is the possibility for more growth. By including tourist information centres in the system it would be possible for venues to reach a whole new audience.

‘Currently, with the GULLIVER system, it’s possible for anyone walking into a TIC to get information on all of the bed and breakfasts in Ireland. If the results bring up something suitable you can make a booking then and there.

‘In the future we hope to do the same thing with arts performances. Tourists should be able to get their tickets at a TIC before they travel to their destination.’

Despite the adjustments the Playhouse has had to make to incorporate Databox the venue has already noticed the benefits.

Patrons may notice an improved service and the system provides useful data to staff on the success of their deployed resources.

McCaughan expects to get a lot more from their initial investment and if it is rolled out to more locations the benefits will be noticed by everyone.