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#MondayMotivation

#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...

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#MondayMotivation

#MondayMotivation: “Break-Even” Price Is Faulty by Design

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 show...

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#MondayMotivation

#MondayMotivation: Cost is your problem. Price is theirs.

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 is to...

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Marketing

Q&A With Irene, Goldstar Product Sales Manager

We’re talking all things Eventbrite with Irene Li, Goldstar Product Sales Manager. Read on to see if Eventbrite makes sense for your events, and how easy it is to give it a try … Q: What are the benefits of using Eventbrite as my primary ticketing platform? Irene: Using Eventbrite increases your marketing reach to help you sell more full price tickets for your shows. There are lots of other benefits too, including: Distribution for your event through Facebook, Instagram, Spotify and more Analytics...

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Marketing

Pro Tip No. 2: Content Marketing With Kristen Giordani

Meet Kristen Giordani Title: VP of Content & Merchandising Hometown: Costa Mesa, Calif. Best Live Show She’s Ever Seen: “It’s nearly impossible to pick just one. Hamilton, of course. But back when MTV Unplugged was a thing, I was in the audience during Alicia Keys’ performance recording. Oh, and then there was that time I was a fan in the crowd for a Lenny Kravitz video. That was an amazing and intimate performance.” SO: What types of information do Goldstar members care about...

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#TBT

#TBT: Why Are Tickets More Expensive? Because It’s All About Being There

Happy #TBT. To celebrate, we’re sharing an oldie-but-goodie post from Jim: Why Are Tickets More Expensive? Because It’s All About Being There. A few days ago [April 2010], Duke Law professor Richard Schmalbeck wrote an op-ed for The New York Times whose central thesis I would paraphrase as this: In the past, tickets were much cheaper, and the most important reason they are now expensive is that high-priced skybox tickets are partially deductible by businesses as tax write-offs. As uninterested as I...

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#TBT

#TBT: The One Thing That Always Works for Live Entertainment

Happy #TBT. To celebrate, we’re sharing an oldie-but-goodie post from Jim: You Won’t Find the Future by Polishing the Past. As I've written before, it’s looking like a difficult summer for the folks who make money selling and performing concerts. Typical of the commentary is this piece in the New York Post, which I’ll excerpt a bit of below: “Some are blaming the low demand for tickets on the weak economy and prices that are simply too high for the public to...

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#TBT

#TBT: How to Give People More of What They Really Want, Part II

Happy #TBT. To celebrate, we’re sharing an oldie-but-goodie post from Jim: How Gates Helped Us Build a Multi-Million Dollar Ticket-Selling Business, Part II. Read Part I here.Last week, I wrote about the first "three" gates that Goldstar has used over the years to build a business that currently [circa 2010] serves more than a million people and thousands of venues, sending scads and scads of people to live events each year that otherwise might not have gone. Before I move...

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#TBT

#TBT: Cost Doesn’t Have Anything to Do With Price

Happy #TBT. To celebrate, we’re sharing an oldie-but-goodie post from Jim: The Wisdom of the Soda Seller. Suppose I have a really simple business: I sell sodas on the beach from a little booth. (Actually, some days, that would sound kind of appealing.) My two expenses are the rent that I pay for the booth and the cost of the soda, which I pay to a wholesaler. And let’s say I pay the wholesaler $.50 per soda and sell it to you...

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#TBT

#TBT: What Do You Mean, Price Gouging?

Happy #TBT. To celebrate, we’re sharing an oldie-but-goodie post from Jim: What Do You Mean, Price Gouging? If your plane crashed in the desert and after days of struggling across the blazing sands, you were thirsty, and if you finally bumped into a person with a supply of cold water, and that person told you that each bottle was $1,000, you’d probably evaluate your choices in the matter as, pay the $1,000 or die of thirst. In that case, you could convince...

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