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A majority of venues report they want to attract new audiences this year - here's how

Time to pack your venues with both new and existing fans! It surprises people to know that marketing often requires crunching numbers and recording data. Data is especially helpful in acquiring new audiences and can help your venue succeed in the long run. 
Written by
Joel Hubartt
Published on
June 5, 2024

Time to pack your venues with both new and existing fans!

It surprises people to know that marketing often requires crunching numbers and recording data. Data is especially helpful in acquiring new audiences and can help your venue succeed in the long run. 

Opendate conducted a National Survey that asked venues what they are focused on allocating or improving their budget toward in 2023. Here are the results: 

  • 59% Increased marketing spends to attract new audiences
  • 50% Venue renovations
  • 43.6% Gaining insight into ticket buyers purchasing behavior/event analytics
  • 28.2% Improved communication between my venue and performers/agents
  • 25.6% Venue management software (Calendaring, offers, settlement, etc)
  • 20.5% A better ticketing system
  • 6.4% Other

This year, a majority of venues want to improve or allocate a big chunk of their budget toward increasing their marketing spend to attract new audiences. Luckily, Opendate has a solution to help attract a new audience — all based on data collected from your venue’s shows.

Of course, loyal, returning fans are the bread and butter of venues. They have been with you since day one, but it’s always great to welcome new faces to your venue and turn them into loyal fans that will continue to attend events at your venue for years to come. 

With Fan Manager, you can gather data that will guarantee results and have fans flocking to your venue for events, which is what we like to see!


You may be unfamiliar with Opendate’s Fan Manager, but allow us to introduce you to it. It is a useful tool for collecting data to leverage lookalike audiences in paid ad spend based on “top fan” behavioral data. You might be wondering, but how do you gather all of this information? Where is this data coming from?

Thankfully, we live in the digital age where gathering data can be done right from your phone or computer. Fan Manager allows venues to gain insight into their fans’ behavior, top genres and, believe it or not, the buyers’ location, which lets you market more effectively than before. 

But how do you gain insight into ticket-buying purchases? Knowing who is buying which tickets helps to target the demographic you may be looking for regarding specific events at your venue.

Fan Manager’s fan profile provides the functionality of gathering insight into a fan’s average ticket spend, as well as their lifetime value and how they interact with your venue. This gives accurate representation into who is buying which tickets.


You also need to know fan’s purchasing habits or interests to be able to customize specific communications to them. This includes capturing fans that need an extra nudge with an email to last-minute ticket buyers, rewarding loyal buyers with early ticket access and targeting fans by genre with event marketing directed at them specifically.

It’s never too late to enhance your marketing strategy and your budget goals to entice new fans to your venue. Let Fan Manager be the guiding light to more efficient and effective marketing!

Learn more about Fan Manager and request a demo here.

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