Look at comparative events in the area and use their ticket pricing as a guide. People in

BUMS ON

cities may be more used to paying higher prices for certain events than people in provincial

SEATS

areas. Demographically, Maori, Pacific and other minority communities may be in the

lower income bracket and be price sensitive as a result. This will need to be considered if

Offering a discount to

you are targeting these markets.

groups is an efficient way of

getting bums on seats. But

Seek advice on ticket prices from the box office and venue managers. They deal directly

you need to appreciate that

with the public and will have an understanding of audiences in their region.

this involves people

You should provide a range of prices, especially if you have a range of target markets with

organising themselves to pay

different incomes. If you have a venue with variable seat and site line quality, you can set

together for a particular

prices accordingly. 

performance. Make it easy

for them. Don't put too

Don't give so many ticket price options that you confuse your audience. A person making

many restrictions on what

a booking should be able to choose the best option on the spot. You risk losing them if

they need to do to receive

they have to go away and think about it.

the discount: e.g. instead of

the group being ten or more

Smaller productions or events often structure prices according to what people can afford to pay. 

people, make it six or more.

For example:

  $20 full price

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  $15 students, unemployed, senior citizens, group bookings

  $10 youth, 12 years and under; special card holders (e.g. Fringe).

When you're setting ticket prices, remember that a person earning a wage won't flinch at a

few more dollars if they really want to attend. On the other hand, price is paramount for

someone on a limited income.

Keep your projected income and primary target in mind when you're setting multiple

pricing structures. Using the previous example, you might make the mistake of budgeting

on an average price of between $15 and $20. However, if you're more likely to attract

students, you need to budget accordingly. 

  75% of people attending are students at $15

  20% of people attending are full price at $20

  5% of people attending are youth at $10.

If your expected attendance is 40% of total capacity of 100 seats over five nights, you can

expect 200 people to attend (i.e. 40 people per night). Your average ticket price is worked

out like this:

  75% of 200 = 150 students

Income: 150 x $15 = $2250

  20% of 200 = 40 people at full price Income: 40 x $20 = $800

  5% of 200 = 10 youth

Income: 10 x $10 = $100

Total income:

$3150

The average ticket price before tax or ticket agent fees are deducted is $3150 divided by

200 people = $15.75. Once you've worked out what people will pay to see your show, you

need to be sure that it meets the income line in your overall production budget.

If you find that the pricing is too low and the percentage of audiences you need to meet

the income line in your budget is too high, you may need to reconsider some crucial

aspects of your production. Should you:

  perform more days (if there is enough demand for your work)?

  cut back on expenditure?

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Smart arts

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