Looking for a little #MondayMotivation? We’re pulling out past stories that are still just as relevant today. Here’s a pearl from Jim: The Perils of a “Break-Even” Price. If you’re not careful about the way you evaluate the price at which you need to sell tickets in order to break even, you could be setting yourself up for some big losses. Here’s how a “break-even” price gets established a lot of the time: somebody, somewhere takes the total cost of delivering a …

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Editor’s Note: Our own Jim McCarthy shared some thoughts about Customer Commitment with the Goldstar team, and, well, we thought you might get something out of it, too. From: Jim McCarthy Sent: Fri 8/2/2019 2:00 PM To: GSE There’s a famous psych experiment that you may have read about, that you can actually play along with if you’d like. People were asked to close their eyes and, with their finger, draw an imaginary capital letter B on their forehead. (Actually, the …

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Looking for a little #MondayMotivation? We’re pulling out past stories that are still just as relevant today. Here’s a pearl from Jim: Ticket Buyers Don’t Care About Your Costs. That sounds a little harsh, but it’s essentially true. When it comes time to evaluate what they are willing to pay to see your show, ticket buyers do not care what you are spending to create that show. Cost is your problem. Price is theirs. This is a confusing subject for people, and my goal here …

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No. 1: Know where to avoid discounting: It’s simple, don’t discount to your house list too much. Why is this? Because your house list is most likely made up of your full-price buyers. These are the people who are most likely to put a high value on what you do, even if they haven’t bought yet. There’s a principle to think about, and that is the best customers should want to give you more and get more from you. Price …

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Here’s the thing about live entertainment: It’s inconvenient. It’s just a fact. A potential customer has to transport her actual human body to a place other than her own sofa at a time that she doesn’t get to choose. That may sound stupid and obvious, but that’s only because it IS obvious. The trouble is, when looking the same obvious thing square in the face every day for long enough, you stop seeing it. Like the park rangers at Mount …

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Each week we’ll share a collection of articles we think are well worth reading. And now, in case you missed them … • Crain’s reported that eight New York City arts organizations are launching an alliance this summer called Audience 360, which “will allow members to get a better grasp on their own base, share ticket buyer information with each other and collect data that can be used to champion the overall arts community.” Read about it here. • Derek Thompson …

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