Toledo Symphony
Reactivating Masterworks Series Audiences
To increase audiences for the Masterworks series, we developed a targeted campaign to bring past buyers back and give them a reason to keep coming.
The offer invited households that had attended Masterworks within the previous five seasons, but hadn’t purchased for the current season, to return for seven concerts at a deeply discounted package price. A follow-up renewal offer made it affordable to continue into a second season.
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The results:
Fuller houses. The campaign helped lift capacity sold from 34% across early-season Peristyle Masterworks performances to 62% across later programs.
A larger returning audience. Reactivated buyers returned as renewing subscribers, contributing to 9% growth in renewing Masterworks packages for 2026–27. As of October 12, 2026, Masterworks subscription packages were running 11% ahead of the previous season, with subscription revenue running 5% ahead.
Capacity figures compare early and later 2025–26 Peristyle Masterworks performances.