Pricing. And then What?

Submitted by Tony on Thu, 08/05/2010 - 4:10pm

 

We often like to talk about how ticket prices keep people away from the performing arts. I've been guilty of that myself. But what if that's not actually the case, what if price has little to do with the actual reason people attend or don't? Price is one factor, but not the only factor in someone's choice on what to do with their time.

There' s been lot of discussion of tickets above $60 each, but according to TCG's just released Theatre Facts 2009, the average single ticket price last year for TCG theatres was $30.06.

For comparison:

  • the average major league baseball ticket : $26.64
  • the average NFL ticket: $ 75
  • the average movie ticket: $7.50
  • the average music ticket (from top 100 tours):  $60.77

Are theatre tickets overpriced? If people want to see or do or buy something badly enough they will. People will pay for things they want. They will pay more for a restaurant they perceive to be high quality, or less for a hole in the wall diner.

We can argue about ticket prices until the end of time. Some are way too expensive for the shows themselves. Some are way cheaper than the shows the ticket is for. Suiting the price to the show can make a difference, but it can't make people go if they don't want to.

"If people don't want to come out to the ballpark, how are you going to stop them?"

-Yogi Berra

What happens if you can't blame price for people staying away? How would that shift your thinking?