Annual pass holders due to renew, and how often they visit
What the answer looks like
Illustrative output on sample data
Illustrative example: how Lexi answers this for an aquarium with 42,000 annual pass holders. It matches ticketing scans, membership records and cafe and gift shop spend to each pass holder.
- Includes pass holders whose pass expires in the next 60 days.
- Splits them by visits in the past 12 months.
- Excludes pass holders already set to renew automatically.
What the data shows
6,300 passes expire in the next 60 days. 2,400 holders visited four or more times, 2,700 visited two or three times, and 1,200 visited once.
What it means
Frequent visitors will likely renew anyway. The 1,200 single-visit holders are the ones at risk.
What to do
Invite the single-visit group to a members' evening before their renewal date, and thank frequent visitors with an early renewal perk.
Want me to push the three groups to Klaviyo?
Why it matters
Pass holders who rarely visit are the most likely not to renew, and they often decide before the renewal email arrives. Knowing who is due and how much each one used the pass lets you encourage a visit first, and tailor the renewal message to their year.
Frequently asked questions
How do attractions increase annual pass renewals?
Get pass holders through the door before renewal. Guests who visit more are more likely to renew, so invite low-use holders to an event or new exhibit in the weeks before expiry, and thank frequent visitors with a perk for renewing early.
Which pass holders are least likely to renew?
Holders who visited only once or twice are usually most at risk, especially if they bought the pass for a single occasion. Scanning data from ticketing shows each holder's visits, which flags them well before the renewal date.
When should renewal reminders go out?
Start around 60 days before expiry with a reason to visit, then send the renewal offer about 30 days out. Holders who visit in between are more likely to renew, so the first message matters as much as the second.