The Ballet Austin team knows data is the key to success.

The customer information they capture is especially important in their ongoing efforts to enhance the guest experience and create meaningful connections with their community. Tessitura’s intuitive features have given Ballet Austin deeper insight into their audiences. That’s empowered the team to fine-tune marketing strategies, streamline operations and elevate engagement across every stage of the customer journey.

“What I value most about Tessitura is how much data we have at our fingertips — and how clearly we can see its impact in the real world,” said Jane Trembley, the company’s Database Manager. Their upgrade to Tessitura version 16 has magnified that impact.

“What I value most about Tessitura is how much data we have at our fingertips — and how clearly we can see its impact in the real world.”

A smooth v16 upgrade with immediate benefits

“On the day of the upgrade, we felt completely supported by Tessitura,” Jane said. “We’ve been genuinely thrilled with the experience.”

The transition to v16 made a big difference in the team’s work. By reducing complexity and streamlining training, it’s setting the stage for future growth.

Some of the biggest wins include the improved user interface and enhanced reporting capabilities. “I’m really enjoying the updated interface for scheduling and generating reports — it’s been a great improvement,” Jane said. “Forecasting is easier, and I especially love being able to save report settings. The new segmentation interface is far more intuitive and user-friendly.”

Jane also appreciates that v16 has simplified training. She noted, “We’re currently onboarding a new team member, and the friendlier interface has made training much more straightforward. The entire application feels smoother and more accessible.” 

Greater efficiency with web browser access

With Tessitura v16, Ballet Austin enjoys greater efficiency, especially when using Tessitura in a web browser. The faster response times help streamline daily workflows.

“Using Tessitura in a web browser is especially powerful — it opens in seconds,” Jane said. “When someone needs data quickly, I’m able to respond immediately. Everything I do is significantly faster with v16.”

She also values the ability to open different Tessitura screens in multiple browser tabs. “The ability to open multiple windows has been a game changer. I can keep three lists open at once, which makes multitasking so much easier.” 

“Using Tessitura in a web browser is especially powerful. Everything I do is significantly faster with v16.”

Connecting with audiences on a deeper level

Personalization plays an important role in Ballet Austin’s communication strategy. Tessitura’s advanced segmentation capabilities make it easier for the team to target specific slices of their audience.

“We aim to send targeted messages to the right people and avoid overwhelming others,” Jane explained. “Our data ensures that each person receives the content they actually want from Ballet Austin.”

That data includes information such as purchases and customer interests. “Our Tessitura integration with WordFly has been incredibly helpful. It allows us to track interests in real time. Whatever patrons indicate in their online accounts is seamlessly reflected in Tessitura,” Jane noted.

Connecting these data points over time helps Ballet Austin build lasting relationships. “After someone leaves the theater, we follow up with offerings that align with their interests,” Jane said. “We can say, ‘We’d love to see you again — and we know this type of performance resonates with you based on your history.’ That level of insight is all thanks to Tessitura.”

“That level of insight is all thanks to Tessitura.” 

Whether it’s measuring interest in classes and performances or analyzing ZIP code data to inform advertising placements, the Ballet Austin team can pinpoint which audiences to reach and make every message meaningful. “When I’m preparing an email for 20,000 recipients, I feel confident it’s reaching the right audience — the people who actually want to hear from us,” Jane noted.

Dashboards for decision-making

Ballet Austin also takes full advantage of Tessitura Analytics. Dashboards help them understand audience trends and quickly adapt strategies to meet changing needs. Jane shared several examples. “We use dashboards to monitor the season as a whole and compare it to the previous season. Then we dive deeper, production by production. We also have detailed development dashboards,” Jane said.

“We monitor capacity closely so we can pivot quickly — for example, if Friday night needs a boost, we know right away,” she added. “The dashboards make it easy for the entire team to stay aligned.”

Marketing staff aren’t the only ones benefiting from Tessitura’s rich data. The leadership team also finds it invaluable. Ballet Austin’s executive director appreciates Tessitura dashboards for an at-a-glance view of the organization’s needs.

“The dashboards make it easy for the entire team to stay aligned.”

“Our executive director, Cookie Ruiz, starts her morning by checking her email, looking for a clear picture of where to focus her time and attention,” Jane shared. “The dashboards provide exactly that.”

“Tessitura dashboards help me structure my day,” said Cookie Ruiz, Executive Director. “With just a glance, I can see where our attention is needed most — whether that’s a performance, a donor relationship or a community initiative. It allows me to lead with clarity and intention.” 

A bright future

As Ballet Austin continues to explore Tessitura v16, the team is finding even more ways to streamline their processes and improve decision-making. Features such as forecasting and saving report parameters have already made a significant impact. These improvements simplify reporting and allow staff to focus on what truly matters.

Tessitura will remain a key partner as Ballet Austin seeks to drive efficiency and deepen audience engagement in the years ahead.