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[Register Now for June's Make More Money Webinar: Beyond the Box Office]
Many of the most successful PACs and nonprofit venues run on something closer to a 40/60 model — roughly 40% of revenue from tickets, and 60% from memberships, donations, and programming. That mix is the whole point. It's what lets these organizations survive a slow season, take a risk on emerging work, and keep the lights on year-round.
The question worth asking: what could any venue learn from operators who long ago stopped depending on the box office alone?
A venue that lives and dies by ticket sales is a venue at the mercy of its calendar. One bad month, one canceled tour, one rainy weekend, and the budget wobbles.
Diversified venues smooth that out. Memberships create recurring, predictable revenue. Donor relationships compound over years, not nights. Programming — education, community events, rentals — turns a dark room into a revenue line. None of it depends on a headliner saying yes.
This isn't only a nonprofit story. The underlying move — building revenue that doesn't ride on the next ticket — is one every operator can borrow.
Here's where it gets hard. Memberships live in one system. Donations in another. Ticket buyers in a third. The fan who bought four shows last year, gave $250, and renewed their membership looks like three different people across three tools.
You can't steward a relationship you can't see. When booking, ticketing, and marketing sit in separate systems, the patterns that drive diversified revenue stay invisible. Opendate venues using integrated marketing automations now see 25% of ticket sales come straight from those automations — because the data finally lives in one place.
Knowing the 40/60 model exists is one thing. Building it is another. That's what this webinar is for.
We're bringing together operators who've actually built diversified, year-round revenue models — and asking them for the specific plays, not the theory.
Anne Pinckney Smith — Executive Director, Newberry Opera House. Anne has led the historic Newberry Opera House through programming, partnerships, and a deep development practice, including launching the Newberry Arts for All initiative. She knows memberships and donor stewardship as operating disciplines, not buzzwords.
Jonathon Crider — Fox Tucson Theatre. Jonathon works at the intersection of external relations and revenue at one of the Southwest's landmark restored theatres, where diversified programming and community partnerships keep a historic room thriving.
Moderated by Alec Gaylord, Opendate.
Together they'll cover the 40/60 reality, memberships as recurring revenue, donor stewardship that actually works, and the one tactic each of them thinks music venues should steal — plus what PACs can steal back.
📅 Wednesday, June 24 at 2:00 PM ET 👉 Register free →
Can't make it live? Register anyway — we'll send you the recording.
