ASK ME ANYTHING QUESTION
“I’m getting pressure from the board to bring in more ticket revenue. All our seats are the same price because there really isn’t a bad seat in the house, so what if I lowered the ‘worst’ and increased the ‘best,’ would that help or would everyone just buy the cheaper seats and we’d be worse off?”
TIMMY METZNER’S ANSWER
What you’re talking about is “differentiated pricing.” This is the term used to describe different prices for different seats or performances. Your concerns are common, but, thankfully, unfounded. When you say all your seats are great, you’re assuming your audience perceives the art the same way you do. And, when you say everyone will just buy the lowest-priced seats, you’re assuming your audiences, on a whole, under value the art your organization produces.