By Andrew Goldberg
As the Adrienne Arsht Center
for Performing Arts of Miami-Dade County enters its eighth season, we recently
launched a new website at www.ArshtCenter.org. This was a lengthy process that took into
account technological advances, community input and institutional needs. The
end result is a site that’s more user friendly, more interactive, more
customizable, and – hopefully – more effective in helping to drive revenue.
I have received inquiries and comments from peers at arts organizations and other nonprofits across the country since launching the site, and I think some of these questions and answers can benefit readers of the Starting Gate blog. I’m happy to share some feedback with you, and welcome you to contact me directly with any additional questions.
What triggered the decision to launch a new website?
Advances in technology, the explosion of social media and the evolution of our own organizational needs made it clear it was time for an update. We realized we can be doing much more online, in terms of providing more information, boosting sales, enhancing connectivity and customizing the user experience. A combination of these factors led to the decision to revamp our website. In looking at best practices within our industry and beyond, we came to understand that our site could offer a more interactive and fulfilling experience.
How long did the project take and how did the process unfold?
We began about 18 months ago by forming an internal, interdepartmental website task force which addressed the needs of various work groups at the Center. Our task force reviewed proposals from web design companies around the country and ultimately selected Adage Technologies out of Chicago due in large part to their design expertise, knowledge of our ticketing system, and tremendous references. A series of focus groups helped us further formulate our strategies and structure, as well as work out some kinks before the site went live. We are still planning to roll out new features over the coming months.
How did you decide to
rebuild vs. re-skin?
Our old site was outdated and we recognized the need for a complete website overhaul from the very start. We recognized that we needed a structural platform capable of accommodating new technologies. In order to connect with our audience more effectively we needed a new design, new interface, and a new back-end content management system. We also revamped the site’s information architecture to allow easier navigation – we recognized that there are multiple ways in which any given patron may seek out a particular piece of information. The simple fact is that we are doing a lot more in year eight than we did in year one; our new site showcases our expanded program offerings.
How will the new site support the Center’s revenue streams?
Our hope is that an improved website will convert more users into ticket buyers. For the 2012-2013 season, 56% of all ticket orders were through our website. The industry average is 45 – 50%. This represents more than $7 million worth of transactions online. With approximately 1 million annual site visitors, we have an ROI of $7 per visit! We expect this number to increase due to effective cross-marketing within the site and richer, more customized content that will compel users to purchase tickets.
We also have more opportunities for online giving, including micro-giving, real-time benefits access, and smart technology messaging that reacts to the contents of your shopping cart.
Why is new content so important? Why not pull info from other sites or link elsewhere?
In the past we have found that our site’s visitors may explore a show page and then leave the site to find more artist information including reviews, biographies, photos and more, only to become distracted and forget to purchase tickets. Now we are providing expanded content directly on our site, which enables us to retain the user’s attention during the information-gathering and sales processes. In addition, we expect many questions that were only answerable on the phone or in person can now be taken care of online.
What is the importance of social media?
Social media has become a part of our everyday lives; this is where we get our news, keep in touch with friends, and plan our social lives. For this reason, it is important that any website integrates seamlessly with users’ social media platforms. Now, when our patrons buy a ticket they can instantly share or notify their friends on Facebook and Twitter. The concept is that the Center is the convener and social media is the vehicle for bringing people together. We have also put a lot of focus on expanding our network over the past year – doubling our social media community from 26,000 to 52,000. We are also investigating the possibly of selling tickets through Facebook.
When should an arts organization or nonprofit consider a new website?
Your website has been the number one storefront for your brand for a long time. If your website is out of date, there is a good chance your brand is stale too. An organization should consider a new website when their site’s technology is outdated, they are introducing a new brand identity, or their organization is launching a major campaign and the site can benefit from a fresh look. No matter the justification for revamping your website, you need to understand how your audience is using your site and then set clear and achievable goals.
What are some of your favorite features on the new website?
I love our Featured Events section on our home page, which has multi-purpose content boxes, allowing patrons to get a quick glance at multiple events with multiple media mediums, all in a concise space.
It all begins with expanded content and our new site has more information than before. Patrons can now access reviews, video clips, artist and cast biographies, and much more. There is no longer a need to leave our website in search of new information; it is all at your fingertips.
The new content management system is also vastly improved – although it is not visible to our users, it is a huge time saver and will make us a more efficient organization. Also, the Center now offers customizable E-gift certificates that can be used online and forwarded to friends; I think performing arts lovers will appreciate the personalized touch.
Andrew Goldberg is the Vice President of Marketing at the Adrienne Arsht Center for Performing Arts of Miami-Dade County since 2007. Goldberg leads a team of creative minds in advertising, direct marketing, publicity, promotions, group sales, e-commerce, and social media for the Center.