Segerstrom Center for the Arts
The Nutcracker 10th Anniversary Campaign
Challenge
Segerstrom Center set clear, aggressive goals for the 10th anniversary season of The Nutcracker: increase
ticket revenue while improving paid media efficiency in a mature, highly competitive market.
We used our expert, data-led approach to meet and exceed Nutcracker’s ambitious targets.
Our Impact
- +38% revenue growth
- +44% return on ad spend
- -27% cost per ticket sold
One of the strongest seasons in the production’s history.
Our Approach
Leverage Category Expertise
We applied deep experience in theatre and live event marketing to focus media investment where it
drives ticket sales. We aligned strategy to known audience behaviour and seasonal demand patterns.
Apply Data-Led Planning
We analysed multiple years of campaign data to identify what drives performance:
- Top-performing channels
- Peak demand windows
- High-value audience segments
This ensured the plan started from proven insights, not assumptions.
Balance Proven Channels with Structured Testing
We built the plan around a disciplined mix of proven performance drivers and targeted testing. We prioritised channels with a strong track record for ticket sales, while introducing structured tests to identify new sources of growth. This protected efficiency while improving overall performance.
Refresh Messaging to Drive Action
The 10th anniversary created a clear reason to update creative. We:
- Re-engaged past buyers with new messaging
- Positioned the anniversary as a must-see moment
This increased relevance and improved conversion across channels.
Optimise Actively
We managed performance in real time:
- Scaled high-performing channels quickly
- Reduced investment where returns declined
- Refined audiences and creative continuously
Every decision tied back to maximizing revenue.
Why It Worked
We matched strategy to the moment. We combined historical insight, disciplined planning, and active optimisation to drive measurable growth without unnecessary complexity.
At The Aber Group, we tailor every campaign to the client, the audience, and the outcome required. For Segerstrom Center, that focus delivered significant year-over-year growth during a milestone season.
Let’s Talk
We help arts and culture organisations maximise revenue from their media investment. If you want stronger ticket sales with better efficiency, we can help.