Since different theaters or opera houses may prioritize varying goals, choose the KPIs most aligned with your mission.

Audience Development KPIs

• Ticket Sales: Total number of tickets sold for performances. Primary measure of audience size and revenue potential.
• Attendance Rate: Percentage of available seats that are actually filled. Tracks how well you’re maximizing your audience.
• Subscription Sales: Number of subscriptions sold for a season, providing predictable revenue and a loyal audience base.
• Audience Demographics: Tracking the age, income, and other characteristics of your audience helps you tailor programming and outreach.
• New vs. Returning Patrons: Understanding this ratio helps assess your ability to attract and retain an audience.

Financial KPIs

• Revenue Growth: Percentage change in revenue over time. Are your ticket sales and other revenue sources expanding?
• Revenue per Seat: Average revenue generated per seat for a performance. Helps understand pricing efficiency.
• Contributed Income: Amount of donations, grants, and sponsorships secured. Vital for non-profit theaters.
• Production Costs: Track the expenses associated with staging productions, including sets, costumes, artist fees, etc. Managing costs is key to financial health.
• Profit Margin (if applicable): Percentage of revenue remaining after all expenses are accounted for. Measures overall financial health.

Artistic & Engagement KPIs

• Critical Reviews: Track the reviews from professional critics in newspapers, magazines, or online platforms. Positive reviews drive interest.
• Audience Feedback Surveys: Measure audience satisfaction with the production quality, performances, venue experience, etc.
• Community Engagement: If relevant, track participation in outreach programs, educational initiatives, or community events.
• Diversity & Inclusion: Measure the diversity of your productions, cast, staff, and audience to track any DEI initiatives.

Operational KPIs

• Seat Occupancy Rate: Percentage of available seats filled for a production run. Maximizing occupancy increases revenue potential.
• Advance Sales: Percentage of tickets sold before the performance date. Helps gauge demand and manage pricing.
• On-Site Revenue: Track revenue from concessions, merchandise, and other ancillary sales.
• Volunteer Engagement: If relevant, track the number of volunteer hours and the value of their contributions.

Additional Considerations

• Social Media Engagement: Track likes, shares, comments for your theater or specific productions.
• Awards and Recognition: Awards can boost prestige and help attract audiences or donors.