The Minnesota Audience Development Exchange (MADE) is a Minnesota Theater Alliance program which, in partnership with TRG Arts, provides a shared database of arts and culture patrons, currently with over 1.2 million patrons and 875,000 unique households. TRG Arts ( currently operates 23 Community Networks including Denver, Houston, Los Angeles, Philadelphia, and Seattle among others. Organizations in these Community Networks use Data Center to build targeted direct mail campaigns, perform demographic and buying-habit research about their patrons, and trade mailing lists with their peers via a permission-based system.

MADE is open to all arts and culture organizations, regardless of size, location, and genre; in fact, it will be most effective when it brings together all of Minnesota’s arts and culture sectors.

COVID-19 Program Updates
Minnesota Theater Alliance (MTA) will temporarily transfer management of the MADE (Data Center) program contracts directly to TRG Arts. We will reassess the situation in spring 2021, and we anticipate we will resume our management of the MADE program contracts in 2021.

Contact us at for more information.

How do I sign up?
If you are interested in renewing your current license or joining the MADE program, please fill out this Intent To Renew / Join Survey! TRG will be in touch about any questions you have. (If you are new to the program, just ignore the language about renewing and pretend it says “intent to join!”)

You can view an online information session with TRG here.
(August 27, 2020 | 57:26)

Training is available online any time.

  • Trade patron data in a secure, permission-based environment

    • Browse an online catalogue of segments available from peer organizations in your community
    • Request and approve/deny trade segments through an email-integrated interface
    • Send files directly to your mail house via an easy file download process
  • Research your patrons

    • Find out which local arts events your patrons attend around your community, so you can identify the best peer organizations for trading or collaboration
    • Run demographic reports on any group of patrons or donors, to identify characteristics like net worth, ethnicity, children, age, interests, and more
    • Study the combined prospect pool of all local arts patrons to see multi-buying behavior, crossover, and demographics across the entire community
  • Build targeted direct mail campaigns

    • Define your key market segments with start-up counsel from TRG’s experts, so you can speak to your patrons in ways that increase their loyalty
    • Target your campaigns by patron multi-buying behavior, geography (city, state, zip, county or SCF), or demographic variables* (additional fees apply)
    • Build acquisition campaigns using trade data from peers (approval required) Integrate data from as many ticketing or donor systems as you like, all combined in one holistic view of your patron base
  • Save money at the mail house

    • TRG Data Center performs merge/purge, suppression, address standardization and NCOA hygiene at no additional charge.
    • Mail houses download your lists directly from Data Center, ready to use.
  • Train yourself on Data Center 24/7

    • Video tutorials, downloadable training guides, and pop-up help text
    • Email support via TRG Help Desk

Temporary Program Pricing
MTA has worked closely with TRG to advocate for our community’s needs and negotiate a short-term pricing solution (effective September 2020 – August 2021) that is based on organization budget size. MTA’s partnership with TRG enables this discounted pricing structure which is intended to keep prices for most organizations similar to what they are today.

Tiered pricing based on budget size:

  • < $1,000,000 Budget = $750 annual rate
  • $1,000,000 — $3,000,000 Budget = $950 annual rate
  • $3,000,000 — $6,000,000 Budget = $1,300 annual rate
  • $6,000,000+ Budget = $1,800 annual rate

In addition, TRG is able to offer the following payment structures:

  • Pay your annual license fee upfront.
  • Convert your annual license fee into a monthly fee to support cash flow (note this will incur an additional 3% credit card fee).
  • Provide a down payment of $100 now and defer remaining payment for 3-months
  • Or, if none of the options work, please contact TRG and they will do their best to find a mutual solution

The only other costs to using the MADE system are fees for generating mailing lists based on demographic filters; those charges generally range from $1 to $3 per filter, per thousand names. Aggregate reporting of demographic distribution within lists is always free.


Please take a look at this Sample Contract for more context.

** If your organization is unable to join or renew right now, you can do so at any point throughout the year with TRG or with MTA in the event we have resumed contract management at that time. Please reach out with any questions about this!

Recent participating organizations:

  • Guthrie Theater
  • Park Square Theatre
  • Penumbra Theatre
  • Pillsbury House + Theatre
  • Theater Latte Da
  • Twin Cities Gay Men’s Chorus
  • Dark & Stormy Productions
  • Lakeshore Players
  • Ordway Center for the Performing Arts
  • Minnesota Opera
  • Saint Paul Chamber Orchestra
  • The Schubert Club