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Pricing

The True Meaning of Affordability

Are ‘pay what you can’ tickets a good approach to attracting new audiences? Which is a bigger problem: attracting new attendees or return attendees? Is offering a lower price the best way to get people to try something new? These are all questions raised in Tim Baker's article, "Is price a reason for low engagement - or just an excuse?" in Arts Professional. Baker's message: "Given that price is only one of the barriers to engagement, the time is surely right...

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Experience

A Story of Good Ticketing and Bad Ticketing

"Does anybody onboard own a Guess bag with a big number 6 on it? If you do, please ring your call button." A few minutes pass. "Ladies and gentlemen, if you are the owner of this Guess rollaboard bag with the number 6 on it, we really need you to push the call button over your seat." Nothing. I'm looking around, wondering all of a sudden if this has anything to do with the guy who was taken off our flight just...

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Pricing

Top Broadway Shows by Revenue Per Seat — Week of September 29

Here are the top Broadway shows last week, ranked by Revenue Per Seat – the one and only metric marketers should use to determine the success of their efforts. Why? Average Ticket Price doesn’t tell the whole story when empty seats are NOT factored into the equation. To determine RPS, we divided the grosses by venue capacities. Highlighting RPS demonstrates a different and more interesting story about which shows can bring in value per seat versus simply being big, because...

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