Webinar | Valuing Art in the Era of COVID-19

TICKET PRICING FOR ONLINE & IN-PERSON PERFORMANCES

NATIONAL NEW PLAY NETWORK
2020 ANNUAL CONFERENCE
May 27, 2020

Speakers:
Jamie Alexander, Senior Manager, JCA Arts Marketing
Jennifer Sowinski, Consulting Analyst, JCA Arts Marketing

Session:

During the time of coronavirus, theaters are not short on plans for online content (for the shortterm) and for eventually reopening their doors (for the long-term). A critical piece of these plans is the price of a ticket, which is key to determining both your revenue and your audience’s perception of your art.

In this session, experts from JCA Arts Marketing explore how to communicate value and maximize revenue through pricing for online and in-person performances. We review questions such as: How do you price streamed performances and other online offerings, and how do you communicate their value to patrons? How much will audiences be willing to pay for a theatre ticket after reopening? How can you make up lost revenue through pricing?

You’ll come away with basic knowledge of pricing best practices for online and offline content, and ideas for optimizing revenue and value perception through pricing.

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