The General and his Privates
I'm growing concerned that blogs are promoting a non-existent set of generalities about audiences and programming. What is "new and daring" exactly? What is "younger"? What is "older"? There are certain markets that don't offer senior discounts because they're populated by affluent retirees who don't need the extra two bucks. Other markets may represent a wide spread between the haves and have-nots that make pricing acrobatic. Not every theatre caters to every market. If you are subsidized and want to to do new and daring work, find underwriters that subsidize your new and daring work.
Comparing your theatre prices and audiences to Broadway's is like shooting fish in a barrel. Broadway has the highest prices anywhere. It also has the most expensive theatre real-estate, ergo, the highest rent anywhere. Broadway houses have union employees - the highest paid theatre workers anywhere. For a lengthy discussion on ticket pricing and value perceptions, check out this study.
Stay local. Compare your theatre to others in your area. Price accordingly. Understand your audience, your goals, your competitive differential before you decide that the blue-hair crowd who walk out when you drop the f-bomb on stage don't understand your work and the world of hungry twenty-something and thirty-nothing would-be-theatre-going liberal arts grads all hate Rodgers and Hammerstein.
Most importantly, remember that as a self-sacrificing, introspective, theatre-drunk arts professional - not many people think like you. Don't mistake the map for the terrain.
Comparing your theatre prices and audiences to Broadway's is like shooting fish in a barrel. Broadway has the highest prices anywhere. It also has the most expensive theatre real-estate, ergo, the highest rent anywhere. Broadway houses have union employees - the highest paid theatre workers anywhere. For a lengthy discussion on ticket pricing and value perceptions, check out this study.
Stay local. Compare your theatre to others in your area. Price accordingly. Understand your audience, your goals, your competitive differential before you decide that the blue-hair crowd who walk out when you drop the f-bomb on stage don't understand your work and the world of hungry twenty-something and thirty-nothing would-be-theatre-going liberal arts grads all hate Rodgers and Hammerstein.
Most importantly, remember that as a self-sacrificing, introspective, theatre-drunk arts professional - not many people think like you. Don't mistake the map for the terrain.
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