#MondayMotivation: The Potential Dangers of Average Ticket Price

Looking for a little #MondayMotivation? We’re pulling out past stories that are still just as relevant today. Here’s a pearl from Jim: Sometimes People Prefer to Pay More.

At LA Stage Day in 2014, I talked about Revenue Per Seat and the potential dangers in managing by Average Ticket Price. We also had time to open the discussion up to any and all questions about pricing, and there’s one I’d like to share.

If your mission (this mostly applies to non-profits) includes accessibility, how do you balance that with charging enough to make sure that you’re placing a value on the work and to fund the organization?

This kind of question is EXACTLY why you give a lot of thought to pricing. Sometimes people who are inclined toward the ‘mission’ side don’t pay as much attention to pricing because they think that to do so puts them in the grubby category of trying to make money. Of course, the very bright people who came to my session saw right through this little trap that other, more experienced people sometimes fall into.

Here’s the answer: In order to achieve accessibility and also generate the value that the work is worth, you have to get more specific about who pays what. …

Check out the rest of Jim’s post: Sometimes People Prefer to Pay More.

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