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Ticketing System Implementation Leads to a Riot

I often say that one of the wonderful things about working in live entertainment is that it’s not a matter of life and death. And while people who work in making sure venues are safe have a reasonable beef with that statement, even they would probably get what I meant.Ticketing is typically an even safer occupation. Nobody expects danger from the roll-out of a new system. Annoyed season ticket holders having to adjust to a new website perhaps, but...

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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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Experience

Why Live Event Venues Are Never Full for Long, and Why That’s OK

Fifty percent of seats for live entertainment go unsold. Or is it 40 percent, or maybe 35? Different analysts and executives from major ticketing organizations have been quoted over the years at different numbers, but let’s just agree that it’s a substantial percentage, and a staggering raw number.But it’s also a classic “glass (or venue) half-full or half-empty” kind of question. Is the unsold seat total a bad thing, or is it more complex than that?Let’s work through it....

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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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ICYMI

In Case You Missed It

Each week we’ll share a collection of articles we think are well worth reading. And now, in case you missed them …• The Milwaukee Symphony Orchestra successfully completed its $5 million emergency fundraising drive. Find out the breakdown of how they got it and their next steps for fiscal health.• The Canadian Museum of History, formerly the Museum of Civilization and Canada’s largest, most-visited museum, is launching a fundraising campaign, but it has set the bar very low for...

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News

What Does Success Mean to You?

It’s only a slight exaggeration to say that all of Silicon Valley is currently devoted to creating a hit app that gets huge overnight, develops a worldwide presence and becomes incredibly valuable. The truth is that it’s probably only 80%.That’s the subtext of what “success” means in that ecosystem right now for many people and in the zeitgeist of the place.And yet, Vietnamese game developer Dong Nguyen doesn’t define success this way. How do I know that? Because he...

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Experience

The Roth Doctrine

Some people I just know I’m going to like before I meet them. Jordan Roth was one of those people because before we ever spent any real time together, I read this article about Jordan and his then-recent takeover of Jujamcyn Theaters.I mention it because there's something in the article that I find myself repeating and emphasizing to venues, producers and marketers all of the time, and which I now call the Roth Doctrine.Leading into it, he describes what...

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Pricing

Consumers Getting Wise to Primary-Secondary Market Shenanigans

A man in New Jersey who bought some pretty expensive tickets to the Super Bowl is suing the NFL for not releasing more tickets to be sold to the general public.His claim is that, according to New Jersey law, at least five percent of tickets must be available for regular people to buy.I don’t know anything about the merits of his case, but it shows that consumers are getting savvy to the idea that the primary market sellers (in...

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News

Your Daily Reminder That Live Entertainment is Dead…

Yep. Dead as Dickens, at $375 a ticket to sit on a lawn and see a headliner whose last hit is from 2003. Coachella is a stone cold sellout.

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