Which groundbreaking loyalty program strategy was first introduced by the Royal Shakespeare Company in 2013 that has since been adopted by performing arts venues worldwide?

The performing arts industry has evolved significantly in how venues and companies cultivate audience loyalty. Theater companies, opera houses, and performing arts centers now employ sophisticated loyalty programs to maintain steady attendance and build dedicated patron bases. This trivia question explores an innovative loyalty strategy that revolutionized how performing arts organizations engage with their regular attendees.

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The 'Play Pass' subscription model allowing patrons to attend unlimited performances for a monthly fee
The 'Digital Stage Door' app offering exclusive behind-the-scenes content for repeat attendees
The 'Performer's Circle' program where loyal patrons could attend rehearsals and meet cast members
The 'Cultural Currency' point system allowing patrons to exchange loyalty points between different arts venues