Subscriber Focus Group Results: What do you like and dislike about your subscription?

In January 2009, Lookingglass partnered with the Arts, Entertainment and Media Management Graduate Program at Columbia College Chicago to conduct focus groups and surveys of new, renewed and 'lapsed' subscribers. Now that we've analyzed the data, we'd like to share it with you. If you have anything to add or discuss, we encourage you to post a comment.

Question: What do you like and dislike about your subscription?

Focus Group:

Lapsed subscribers enjoyed most aspects of their subscriptions, but indicated that the content of the 2008-2009 season was, for one person, a major setback to renewing her subscription.

New subscribers liked many particular aspects of the subscription. One woman appreciated the hearing enhancement devices that were available for her husband, and many others cited the reasonable subscription price as a major perk. Two people pointed out that the house opens five minutes prior to start time and causes congestion in the lobby and then a mad dash to get to seats before the performance begins.

Renewed subscribers indicated that there were insufficient dining choices in the immediate area of the theater and were frustrated with trying to find a location to eat dinner before the production, and another subscriber really appreciated the fact that she is able to bring her glass of wine into the theater with her to enjoy with the play.

Survey:

Lapsed subscribers indicated a frustration with the three play season and wanted more advanced notice of show dates but were otherwise fairly positive about their subscription experience.

Current subscribers enjoyed subscriber events such as the season kickoff and holiday 'Winter Tales' storytelling events. Some respondents indicated frustration with the seemingly constant repeats of productions like Lookingglass Alice and Hephaestus. Again, many subscribers mentioned the ease of ticket exchanges and complimented the box office staff on their friendliness about switching ticket dates. Two or three positive comments were made about house management’s efficiency at accommodating patrons with disabilities. Several other people applauded the convenient location of the theater with regard to public transportation- discounted parking was mentioned as being an important benefit.

Overall, subscribers are very satisfied with their subscription- however, it became apparent that many subscribers were very unhappy with their seats for The Brothers Karamazov due to the obstructed view seating.

How will Lookingglass use this information?

This subject was of particular interest for us. Finding out what people dislike about our subscription program allows us to solve those issues to show our patrons that we listen to them and take their feedback seriously.

Regarding concerns about start times and opening the house 20 minutes prior to curtain, we communicated these concerns to our House Manager, Chad.

As for dining choices in the area, Lookingglass maintains partnerships with several restaurants at varied price points in the area. Click here for a full list. These restaurants offer special menus or discounts to Lookingglass patrons. To remind our subscribers of these benefits, we will insert a flier in each ticket mailing that highlights the convenience of dining in the area.

We're glad that subscribers enjoy the special events throughout the season. We plan on increasing the number of these events to have more consistent, face-to-face connections with our patrons. The complimentary comments on our box office and house management staff were passed on to those individuals, who are grateful for the positive feedback.

Concerns about seat location during The Brothers Karamazov were taken very seriously. Our best efforts were made to move patrons to better seats during intermission. When laying out future scenic design and seating maps, special attention will be paid to potentially obstructed seats. Subscribers will not be seated in any seat we might anticipate as obstructed, and it will be sold at a lower single ticket price.