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Pricing

Pricing Is Yucky

"Yucky" is a really useful catch-all term that little kids use to describe things that they just don't want to have anything to do with. I remember my own toddlers would describe various things as yucky, which didn't mean they smelled bad or had some horrible sticky substance all over them. It just meant they weren't interested and couldn't be made to get interested. I have a theory that a lot of the mistakes and misconceptions that people make about...

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Pricing

Price Has Nothing to Do With Costs

When I talk about this, people look at me puzzled. A couple years ago, Michael Kaiser, smart guy and Big Chief of the Kennedy Center, wrote an article on Huffington Post that gives me a starting point for what I want you to understand about prices: “The central challenge facing arts managers is to fill the ever-widening gap between rapidly increasing expenses and earned income, primarily from ticket sales. This gap continues to grow each year since the number of seats...

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