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Bright Ideas

Variable Versus Dynamic Pricing

Do you have one of those friends who can’t resist correcting people on the proper use of “who” versus “whom”?  Perhaps you don’t because you are that person. Regardless, you’re all welcome here.Personally, I let the who/whom thing go because I’ve never misunderstood anything said to me because of it.Other frequently mistaken words though aren’t as harmless. They have the potential to get you all mixed up, crazy, and worse still, losing out on money from ticket sales.So we’re...

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Bright Ideas

Is Live Entertainment a Competitive Field?

There’s something sinister about the question “Who’s your competition?”On the one hand, it’s simple enough. If you’re the RED cola maker, then the BLUE cola maker is your enemy. Metaphorically, if the RED cola ship wandered into the same water as the BLUE cola ship, they’d go at each other with cannon and gun 'til somebody won.So who’s your competition? Who would you shake your fist at angrily and say “Bastards!”?And furthermore, given the Convenience Gap faced by all...

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ICYMI

In Case You Missed It

Each week we're sharing a few stories we found interesting and worth a read. And now, in case you missed them ...Goldstar CEO Jim McCarthy illustrates how live entertainment is on the wrong side of the convenience gap -- and how that doesn't have to be a bad thing.Over on Top Rank Blog, Lee Odden got some of the top marketing professionals around to share their marketing predictions for 2015.We had a chat with the incredibly talented and successful...

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Pricing

How Much Does it Cost to “Make” a Ticket?

Let’s start answering that question by asking a different one.How much does it cost to make a sandwich?Let’s say that you buy bread, condiments, meat and cheese for about $2 and each time you turn on your sandwich press, it costs you $.50. Ignoring labor costs for a moment, it costs you $2.50 to make a sandwich. If you sell it for $6, you’ll probably end up with a profit after you pay for everything else a business needs...

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Pricing

The Fastest Path to Devaluing Your Tickets

It’s simple, really. Build a good email list for your venue/show/organization and send them discounts to your own show.If you want to Turbo-devalue your tickets, always follow the same or a similar cadence in how you do this. I know of a major organization (that I’m not even going to name or say the genre but trust me when I say that everyone who will ever possibly read this is familiar with them) that at one point had a...

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Pricing

Overvaluing Premium Sales

Venues have gotten much more sophisticated in the last seven or eight years at creating and selling “premium” tickets and ticket packages. I was reading recently about the Seattle Mariners’ successful program to do this recently, and it made me give this issue some thought.As I’ve said many times on this issue, I’m for it. Provided you don’t punish people for not buying premium and you legitimately deliver a ‘premium’ value, this should be a sustainable and positive way...

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Pricing

The Easiest Mistake in the World to Make About Pricing …

… is thinking there is such a thing as a “discount buyer.”And I can prove it to you.Next time you’re gathering six or eight of your co-workers for a meeting and have a few minutes before it gets started, do this little experiment.Ask the group if any of them have a band or musical act that they really, really like but that most people in the room aren’t likely to know. Most people will have one.Pick one of these...

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Selling Out With

Selling Out With Jack Reuler

Is "free cheaper than cheap"? For Mixed Blood Theatre in the Twin Cities, it seems to be. Its admission initiative called "Radical Hospitality" allows anyone to attend a show for free. Three seasons of the campaign is paying off with increased popularity and donations.After hearing about the program on HowlRound.com, we spoke with Mixed Blood Theatre artistic director Jack Reuler. He shared further insights into what aspects of the program are working, what they're continuing to tweak and what...

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Marketing

How to Avoid Big Mistakes With Ticket Sales Marketing

Lately, we’ve been talking a lot about ticket sales marketing and the importance of knowing when to kill a program that's just not working. To help you evaluate whether a marketing program is successful -- or if it needs cancelling -- we've put together four posts that'll walk you through the process. Take a look:• First, a reality check: If a marketing campaign is working, then you should be able to see the results pretty clearly.• But, how do...

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News

Is Opera Failing to Do the Math?

Following in the footsteps of the New York City Opera and Opera Pacific in Orange County, the San Diego Opera will be calling it quits at the end of the 2014 season.Ian Campbell, the company's general director, told the Los Angeles Times that ticket sales had been declining as well as donations, primarily because of death and the economic downturn.A follow-up piece by the Los Angeles Times expressed surprise (and a little outrage) at the closing, using San Diego's...

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