Projects /
Arts & Culture
Selling a season, not a show
How a performing arts centre moved from sponsoring single productions to season-long partnerships, giving brands more presence and the venue steadier income.
Client
Confidential
Sector
Arts & Culture
Services
Get More Sponsors Accelerator, Mastering Sponsors Masterclass
Delivered
Season partnership packages, pricing, partner outreach
The outcome
Tiered
season packages
Clear rights at each level, priced against comparable venues.
Season
starts with partners in place
The venue begins each season with partners confirmed, rather than chasing them show by show.
1
pricing logic every time
After a Mastering Sponsors masterclass, the team prices every package the same way.
The Challenge
Every production was sold to sponsors on its own, often only weeks before opening. The team spent months chasing deals that lasted a few nights. Brands that liked the venue had no way to commit for longer. Income rose and fell with each show, which made planning the next season harder than it needed to be.
WHY IT MATTERS: INDUSTRY DATA
+
8
%
Arts giving growth
US arts and culture, 2025
10
%
Corporate share
Of arts contributions
4
x
Consideration, yrs 5–10
vs first two years
What we did
1
Reviewed the inventory
We listed every asset across a full season, from programme and stage rights to hospitality, digital and education work.
2
Built season partnerships
We created tiered season packages with clear rights at each level, priced against comparable venues.
3
Trained the team to sell them
A Mastering Sponsors masterclass gave the team the skills to package, price and pitch season deals themselves.
What happened next
The venue now starts each season with partners already confirmed, rather than chasing them show by show. The team sells with confidence and the same pricing logic every time.
