Advertise with us
Contact Us   |   Sign In   |   JOIN
Audience Database – How Does it Work?
Share |

The Audience Database: Know your audience. Grow your audience.

Theatre Bay Area is proud to partner with TRG Arts to bring you the Audience Database. This robust audience research tool is built on Data Center, a cloud-based application that helps you compile all patron transaction data (ticket sales, membership and donor activities) into one electronic repository: your data warehouse.


What are the key features of Data Center?
Designed for marketers to maximize efficiency and usability of patron data, Data Center enhances the capabilities of even the most robust CRM systems in use today. 

Through Data Center, users have the capability to:

  • Build lists for campaigns. Data Center is a database through which member organizations can create, sort and segment direct response mail, email and phone campaigns to use for targeted marketing.

  • Export lists in ready-to-use format. Targeted patron lists are ready in minutes and can be downloaded directly to the user’s desktop or sent directly to the mail house.

  • Perform dynamic merge/purge and address check processes. Once a list is compiled, Data Center runs an at-your-fingertips merge/purge process to give an instant, de-duplicated count of patron records. Data Center is able to identify those patrons that appear in their list multiple times for more qualified targeting. Data Center also checks all patrons against the National Change of Address Registry every 90 days, giving you quick, accurate counts to save money at the mail house and time managing your own database.

  • Compile a data warehouse of key patron attributes. Data Center allows a member organization to draw together aggregate customer information (transactional behaviors, demographics, attitudinal preferences), making all attributes searchable and selectable within a customer interface.

  • Trade mailing lists with peer organizations. Data Center allows member organizations within the community to share lists in a secure permission-based environment. Users may browse and request tradable lists from their peers, building sophisticated mailing lists from the combined data that are sent directly to the mail house of your choice.

  • Access intelligence on patrons and their behavior. Within Data Center, a member organization is able to run a variety of reports on all or any portion of its data warehouse at any time. Three major reports are standard and invaluable to effective list targeting:

    1. Segment Penetration, which shows the overlap among any selected list segments

    2. Zip Code Penetration, which compares households in a member's warehouse to current populations by zip code

    3. Demographic Match, which provides a demographic profile—age, education, income, presence of children, and other key metrics—in statistical and graph format

    The first two can be used to filter patrons for mail or other contact lists. The demographic, psychographic and geographic filters can similarly be used for a modest per-thousand patron fee.

My organization rarely uses direct mail. What's in this for me?
The Audience Database is a powerful market research tool. Once all your data is compiled in one place, it's easy to learn about your patrons so that you can better cultivate relationships with them. Data Center appends your patron data with valuable demographic information not available in your CRM system, allowing you target campaigns by household income, presence of children, interests, and more. You can't trade phone numbers or email addresses, but you will be able to see cross-over reports with other Bay Area arts organizations, helping you identify possible collaborators. Even if you are not doing mailings, the research and information you learn about your patrons can easily be applied to other situations like grant proposals, board presentations, etc.

Who is TRG Arts?
TRG Arts is a consulting firm founded in 1995 with a focus on getting results for clients in the non-profit arts industry. TRG helps clients grow revenue and patronage in the United States, Canada and Australia, working with dance, opera and theatre companies, museums, performing arts centers, orchestras, festivals and commercial entertainment organizations. 
Learn more here.

Where else has a community network been deployed?

TRG Arts manages community networks in most of the major markets around the United States, including Atlanta, Austin, the Berkshires, Boston, Chicago, Central Florida, Denver, Houston, Lehigh Valley, Los Angeles, Philadelphia, Portland, San Francisco, Seattle, Southwest Florida, Washington, D.C., and statewide networks in Arizona, New Jersey, and Minnesota.

How can my organization participate? 
Usage of the Audience Database is purchased through our online store. To pay your usage fee, click on your budget size below. 

Company Budget Size Annual Usage Fee
Theatre Bay Area Company Member Annual Usage Fee
$250K or Less $315 $270
$250K - $1M $440 $370
$1M - $3M $750 $640
$3M - $12M $1565 1330
$12M - $29M $2500 $2125
$29M or More $3750 $3190

 If you are a company member of Theatre Bay Area, be sure to login to see your discounted pricing reflected.

Once your purchase is complete, you will be asked to fill out TRG's New Member Survey and a Processing Acknowledgement Form to allow TRG to run your data through the National Change of Address Registry.

In 2016 we are changing the period of usage to October through September to better fit our users' needs. To transition users, we are pro-rating an extra three months onto the annual fee, but otherwise not changing our rates. The 2016-2017 usage period will be July 1, 2016 through September 30, 2017. It takes a over a month in the system to get fully set up, so new organizations will have complete access by August 10.

Please email Alan Kline at if you have any questions.