Subscriptions in the performing arts have been waning in recent years but have gained significant traction among consumers of other products such as clothing, wine, skin care products, and many more. Given the lifetime value a subscriber provides, arts marketers must look at new ways of building a loyal customer base. In this session, Lisa Bratkovich, LA Opera board member and marketing expert in consumer subscription business models, investigates the financial value of these models and the psychology of purchasing and will share strategies on how to engage the minds (and pocketbooks) of customers to increase loyalty and package sales. Members of LA Opera's marketing team joins Lisa to share the successes, challenges, and learnings they've experienced when applying these general market strategies to the performing arts.