Overview
The Dakota’s three years of Etix, point of sale, and A-Train membership records reflect the work behind a vibrant program and the loyal audience and supporters it has built. This review brings those records together to show what is working and where membership and customer retention offer opportunities to grow. Every assumption used in the analysis is identified, and the Scenario Planners let readers adjust those inputs and see the projected net results for themselves.
Opportunities for Growth
Four places the data points to
Each one is worked through in full on its own page.
Three years, side by side
Revenue and attendance by year
| 2023 | 2024 | 2025 |
|---|
Where the annual revenue comes from
The shape of the year
Monthly ticket revenue
Three years laid over each other, so the seasonal pattern separates from the year to year movement. Hover any month for what drove it: how many performances were staged, how many seats sold, what a seat went for, and the two shows that earned the most.
The membership, in brief
Total dues collected alongside the ticket value delivered to members
Total dues collected is the sum of all membership fees taken in that year. It moves with the number of memberships sold. The fee at each level has not changed across the three years.
Read the detail
Method
- Source
- The club's Etix and point of sale exports for 2023, 2024 and 2025, with the A-Train membership records for the same years. Guest identity uses the Customer ID in the workbook, which already has duplicate email records merged and IDs re-issued. The 2023 membership roster is the one table that predates that re-issue, so its IDs are mapped forward using the old to new pairs recorded in the corrected tabs.
- Performance
- One show. Where the club staged an early and a late set on the same night, that is two performances, which is why the performance count runs ahead of the number of nights the room was open. The club staged 465 to 481 performances a year across roughly 356 nights.
- Two kinds of food and beverage
- Rows carrying a table number sit against a performance and are counted as F&B linked to Table #. Rows with an in-venue amount but no performance, no genre and no guest ID are the walk-in bar and restaurant side of the export, reported separately.
- The grand-total rows, and why 2024 used to look low
- The last row of the 2023 worksheet (row 65,290) and of the 2025 worksheet (row 65,655) is a grand total, not a sale: the performance-time field reads "Grand Total" or "Total", the table number is 900, every other field is blank, and the in-venue amount holds the sum of the whole year. Each is exactly half its year's in-venue column, which is the signature of a total counted twice, and because neither row carries a ticket amount both fell into the walk-in bucket. They are now excluded, which removes $7,778,783 from 2023 and $7,453,941 from 2025. The 2024 worksheet has no such row and was always correct, so the apparent 2024 dip was never real. Deleting those two rows at source would make this adjustment unnecessary.
- Events
- Any row whose performance name contains EVENT, reported as its own category and kept out of both the ticket and walk-in figures. These are real bookings — private hires, brunches, full-club buyouts, the Andersen music evenings — and they carried 596 seats in 2023, 2,515 in 2024 and 1,294 in 2025. Almost no money is recorded against them: $574, $13,780 and nothing at all. Walk-in trade does run hot on event dates, averaging $17.4K against $13.7K in 2023, $20.0K against $14.6K in 2024 and $23.3K against $12.6K in 2025, which suggests event food and bar is being rung up on the point of sale with no performance attached. Those dates also carry a regular show, so the two cannot be separated from this export and no attempt has been made to split them. If event income matters to the board, it needs to be captured against the event at the point of sale.
- Ticket value delivered to members
- A free member admission is valued at the average price other guests actually paid for that same performance on that date. A member discount is valued at the amount discounted.
- Guest names
- Nothing published here carries a name. Every page works from Guest IDs, and the Guests page reads your own name file inside your browser to show names on screen. That file is never uploaded.