In the late 1980s, Glenn Elston introduced picnic theatre to Australia, launching the Australian Shakespeare Company (ASC) into extended seasons that often sold out before opening. Yet by 2013, ASC—Australia’s largest outdoor theatre company—was still operating offline, relying on outdated systems that made booking clunky, communication difficult, and refunds impossible. Families, their core audience, were left frustrated when plans inevitably changed, creating barriers to growth.

This session explores ASC’s transformation into a customer-first organisation under Artistic Director Glenn Elston OAM. Recognising that flexibility was essential for families, ASC reimagined its ticketing strategy with credits, flexible exchanges, and policies that put audiences in control. By removing friction from the booking journey and prioritising trust, ASC created an experience audiences wanted to return to again and again.

The results were remarkable: ASC grew from selling 30,000 tickets per year to over 100,000 annually, cementing its place as one of Australia’s most successful independent theatre companies.

Join us for this case study to learn:
– How understanding your core audience drives better business decisions
– Why flexibility fosters loyalty and long-term growth
– Practical steps for reshaping ticketing policies without compromising revenue
– How ASC manages weather disruptions by letting audiences choose another date
– Why automated processes aren’t always the best option