To figure out why we weren’t collecting data from our ticket purchasers, I hung out at the box office to see how they were handling phone sales. I learned that the staff were not doing it properly; as a result, we had a training session about what information we need to capture from our ticket buyers, e.g. “we need ALL of the information fields in the software filled in, not just name!”  It is going much better and we are capturing more information, resulting in an increase in ticket sales.