With ever-increasing demands on keeping a business edge, maximizing every dollar is critical for arts organizations.

In this talk, Tom asks how can we charge more without alienating our supporters and explores whether discounts should be used to stimulate slow-moving inventory. His examples of how The Santa Fe Opera has approached these complex issues demonstrate how we can harness institutional awareness, outside expertise and all the tools in the box to make informed decisions and analyse results.

As one of the leading international summer festivals, The Santa Fe Opera attracts opera enthusiasts, cultural omnivores and novices alike with a diverse repertory in an incomparable outdoor setting.