The only analytics company delivering evidence-based earned revenue playbooks for

Broadway and beyond.

Who We Are

Gregg Arst
Founder & President 


Tanna Inc was formed in 2016 by Gregg Arst to deliver evidence-based applications for revenue optimization, business intelligence, audience development, and creative development of Broadway and live entertainment brands.

Tanna provides data-driven tactical oversight and strategic planning to enhance and diversify sales and ticketing performance.  


Gregg Arst is the creator of The Pentatonic Method™,  a 5-prong organizational platform that in less than 6 months has generated a 13% increase in mobile sales and propelled a 20-35% subscription lift for notable venues.  Gregg is also credited as a key innovator and strategist of today's leading sabremetric platforms and touring profitability studies used by many Broadway producers and touring venues.


Most recently, Gregg served as Senior Vice President of Ticketmaster responsible for the strategy and positioning of 150+ performing arts centers across North America. 


Prior to joining Ticketmaster, Gregg served in extensive senior executive capacities on Broadway including oversight for the North American productions of the Tony Award-winning juggernaut, The Book of Mormon.  He also served as Hugh Jackman’s consultant during his triumphant return to Broadway in 2011.  Gregg spent 4 years working for NBCUniversal/Working Title Films/Bespoke Theatricals overseeing their Tony Award-winning stage adaptation of Billy Elliot.  Other notable management experience includes The History Boys (with James Corden, Tony Award Winner for Best Play), Spamalot (Tony Award Winner for Best Musical), Inherit the Wind (with Christopher Plummer and Brian Dennehy), Fiddler on the RoofDance of the Vampires, and 20+ additional productions. 


He also serves as Creative Strategist/ GM for Humanode, a new immersive philanthropic theatrical event created by NTiD, Inc leveraging unique mobile technology, real-time data, and state of the art projection techniques to create a production that responds to world events. Scheduled for debut 2020/2021

Broadway and International productions managed by Gregg Arst have garnered 36 Tony Awards, 10 Olivier Awards, and over $2 Billion revenue.

Gregg has been an adjunct lecturer at Columbia University and serves on Board of Directors for Opening Act and the Board of Governors of ATPAM.  Gregg holds a Masters degree in Performing Arts Administration from NYU and a BA from Indiana University, where he was named a distinguished alumnus in 2016.​ 


info@tannainc.com  |  917.568.7456  |  ©2021 Tanna, Inc.

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