Five Worlds. One Pass.
Unlock the full spectrum of Edmonton's arts scene. Your purchase supports five distinct companies equally, fostering a balanced and diverse cultural ecosystem.
Pro Coro Canada
The soaring power of the human voice.
Punctuate! Theatre
Stories that challenge, heal, and redefine.
Ballet Edmonton
Athletic, architectural contemporary movement.
Azimuth Theatre
Diverse, boundary-pushing, and unpredictable.
Alberta Baroque
Timeless elegance on period instruments.
PROPOSAL: The YEG Culture Pass (2026-2027)
From: Michael Zaugg
Date: January 2026
Subject: Strategic Revenue & Audience Partnership
1. Executive Summary
This proposal outlines a 5-company "Discovery Pass" that unifies Edmonton's diverse professional arts sector. By combining our audiences, we move from competition to collaboration, offering a product that appeals to the "Cultural Explorer"—a demographic no single organization can fully capture on its own.
2. The Partnership Model: Equal Value
We propose a strictly EQUAL REVENUE SPLIT ($25.00 per partner). This structure recognizes that while our production costs vary, the value we bring to the partnership is equal.
Why Equal Shares?
- Scale & Heritage: Partners like Pro Coro and Alberta Baroque bring established donor bases, large-scale venues, and high brand recognition.
- Agility & Relevance: Partners like Punctuate! and Azimuth bring younger demographics, critically acclaimed touring profiles, and deep connection to diverse communities.
The Exchange: We are trading access. The large institutions gain access to youth and diversity; the agile companies gain access to scale and stability. It is a symmetrical trade.
3. Financial Simulation
| Item | Amount | Notes |
|---|---|---|
| Pass Retail Price | $139.00 | Includes 5 tickets (1 per company) |
| Admin & Marketing Pool | -$14.00 | ~10%. Covers website hosting & ads. |
| Net Distributable Revenue | $125.00 | To be split 5 ways |
| Payout: Pro Coro | $25.00 | Fixed Guarantee |
| Payout: Ballet Edmonton | $25.00 | Fixed Guarantee |
| Payout: Alberta Baroque | $25.00 | Fixed Guarantee |
| Payout: Punctuate! Theatre | $25.00 | Fixed Guarantee |
| Payout: Azimuth Theatre | $25.00 | Fixed Guarantee |
4. Logistics & Operations
The Centralized Hub: A standalone microsite (e.g., yegculturepass.ca) will be created to serve as the storefront. This prevents any single company from bearing the administrative burden.
- Ticketing Engine: We will utilize a third-party aggregator (e.g., Showpass) that handles the $139 transaction and splits the revenue automatically.
- Redemption: Upon purchase, the patron receives a digital "Wallet" with 5 promo codes (one unique code per company).
- Booking: The patron visits the individual company’s website and redeems their code for the specific performance date they choose.
- Overflow Mitigation: For smaller venues (Azimuth/Punctuate!), pass holders must book at least 7 days in advance to guarantee a seat.
5. Roll-Out Timeline (Multi-Year)
Initial AD/ED meetings. Sign MOU on revenue split and blackout dates. Select ticketing vendor.
Design "YEG Culture Pass" brand. Build microsite. Integrate ticketing APIs.
Soft launch to existing subscribers first ("Add this to your season for a friend"). Public launch follows.
Execution of the 2026/27 season. Monthly data sharing on redemption rates.
Analyze cross-over data (e.g., "How many Ballet patrons went to Azimuth?"). Decide on renewal or expansion.
6. The Pitch (Email Draft)
Subject: Proposal: The YEG Culture Pass – 5 Partners, 1 Revenue Stream
Dear Colleagues,
As we look toward the 2026/27 season, I am proposing a strategic alliance between Pro Coro, Ballet Edmonton, Alberta Baroque, Punctuate!, and Azimuth Theatre.
The Concept: A unified 5-show pass ($139) that gives the patron one ticket to each of our companies.
The Financials: I have modeled a structure where we split the net revenue perfectly evenly: $25.00 per company, per pass.
Why Equal Shares?
This partnership relies on the unique strengths we each hold. Some of us bring scale and heritage; others bring agility and deep connection to the demographics that will define Edmonton’s future. By valuing these assets equally, we create a product that is low-risk (selling inventory that would likely go unsold) and high-reward (direct access to each other's audiences).
Timeline:
We aim to brainstorm in Jan 2026, build in the spring, and launch to the public in June 2026.
Let’s meet next week to discuss the logistics.
Best,
Michael Zaugg