Organization activity metrics illustrate the relationship between your PAC's activities and resources. Typically expressed as ratios (such as Revenue per Square Foot), these metrics help you manage resources in the most cost-efficient and effective manner possible.
Understanding Activity Metrics
No metric viewed in isolation can fully represent organizational health. When used together, these metrics help form a composite story of your organization's overall health as it relates to activity, financial performance, and mission achievement.
The following metrics represent those utilized in best practice by many of the largest and most successful performing arts centers in North America.
Revenue Metrics
🔸 Total Revenue per Patron
Description:
Helps assess how closely your financials represent your organization's mission and purpose.
Calculation:
Total operating revenue ÷ Total patrons
Best Use:
Analyze alongside other metrics to understand the relationship between financial performance and audience engagement.
🔸Revenue per Event
Description:
Helps understand the impact of utilization on overall financial results.
Calculation:
Total operating revenue ÷ Total number of events
Note:
Includes all event types, including non-ticketed and non-performance events.
Occupancy Metrics
🔸Occupancy Cost per Square Foot
Description:
Tracks fixed costs relative to venue footprint.
Calculation:
Occupancy cost ÷ Square footage
Best Use:
Monitor facility cost efficiency over time.
🔸Occupancy Cost per Seat
Description:
Tracks fixed costs relative to revenue-generating space.
Calculation:
Occupancy cost ÷ Total seats
Best Use:
Assess costs relative to potential revenue-generating capacity.
🔸Occupancy Cost per Patron
Description:
Tracks fixed costs relative to actual usage.
Calculation:
Occupancy cost ÷ Total patrons
Best Use:
Understand cost efficiency relative to attendance.
🔸Occupancy Cost per Event
Description:
Tracks fixed costs relative to facility use.
Calculation:
Occupancy cost ÷ Total number of events
Best Use:
Use in conjunction with Occupancy Cost per Patron for comprehensive facility cost analysis.
Marketing Metrics
🔸Marketing Cost per Patron
Description:
Shows overall marketing outlay per patron.
Calculation:
Marketing expenses ÷ Total patrons
Best Use:
Track marketing efficiency over time.
🔸Marketing Cost as % of Programming Revenue
Description:
Helps with marketing budget planning and forecasting.
Calculation:
Marketing expenses ÷ Programming revenue
Best Use:
Guide marketing budget decisions and assess marketing return on investment.
Programming Metrics
🔸 Programming Revenue per Programming Expense
Description:
Also known as "programming yield," measures revenue generated per dollar of programming investment.
Calculation:
Programming revenue ÷ Programming expenses
Note:
Excludes other organizational fixed expenses.
🔸Programming Expense per Patron
Description:
Shows investment in ticketed activity relative to attendance.
Calculation:
Programming expenses ÷ Total patrons
Best Use:
Track program cost efficiency over time.
Revenue per Available Seat Metrics
🔸 Programming Revenue per Available Seat (RevPAS)
Description:
Tracks ticketed revenue relative to fixed inventory.
Calculation:
Programming revenue ÷ Total available seats
Best Use:
Measure efficiency of seat inventory usage for ticketed events.
🔸 Total Revenue per Available Seat (TRevPAS)
Description:
Tracks all revenue relative to fixed inventory.
Calculation:
Total operating revenue ÷ Total available seats
Best Use:
Understand overall revenue generation relative to venue capacity.
Fundraising Metrics
🔸 Fundraising Yield
Description:
Measures return on fundraising investment.
Calculation:
Total fundraising cost ÷ Contributed revenue (excluding government support)
Best Use:
Track advancement efficiency over time.
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Using These Metrics Effectively
Best Practices
Compare Multiple Years:
Look for trends and patterns over time.
Use Complementary Metrics:
Analyze related metrics together for better insights.
Consider Context:
Account for market conditions and organizational changes.
Set Benchmarks:
Use peer comparisons to establish reasonable targets.
When to Use These Metrics
Annual planning and budgeting.
Performance evaluation.
Resource allocation decisions.
Strategic planning.
Board reporting.
Stakeholder communications.
Related Resources
Need help interpreting these metrics?
Contact our support team or schedule a training session.