Community Theater Green Room Discussion Board: Opening Night Ticket Pricing

Author

Message

ccaldwell
Walk-On
Walk-On

Joined: 12/14/07
Location: United States
Online Status: Offline
Posts: 0

Topic: Opening Night Ticket Pricing
Posted: 7/10/10 at 2:36pm

Our theater is in the middle of a transition. Since moving into our new building four years ago we have held an elaborate pre show reception on opening night and charged a premium ticket price of $25. Normal ticket prices are $18.

Due to changing circumstances we are eliminating the pre-show reception and having a champagne toast with the actors post show. There is discension among the ranks. Many want to drop the price to the same as all other shows - $18, others want to charge a premium of $20 - $22 to keep opening night special. Many are worried that we will loose patrons on opening night if we charge this premium price and all they get is a glass of champagne.

Does anyone have any comments or direction or experience in this matter? Help, please.

Char

IP Logged

pdavis69
Celebrity

Joined: 3/26/06
Location: United States
Online Status: Offline
Posts: 437

Posted: 7/12/10 at 10:44am

I have to admit an extra $7 for a toast with the cast does seem to be a bit of a let down.

Patrick L. Davis
Fort Findlay Playhouse

IP Logged

ccaldwell
Walk-On
Walk-On

Joined: 12/14/07
Location: United States
Online Status: Offline
Posts: 0

Posted: 7/12/10 at 10:53am

Hi Patrick, it would be more like a premium of $2 - $4 for the champagne toast ($3 - $5 less than before when they got an elaborate reception - shrimp, asst hors d oeuvres, sweets and wine...with more of the same afterwards and champagne.

Some feel that if we keep the price higher (even if all we have is champagne and cookies) it will make opening night seem special so they will still want to attend (60% of opening night patrons are season ticket holders).

What does your theater do for opening night? Higher price? Same price?Champagne toast? Party before? Party after?

Char

IP Logged

pdavis69
Celebrity

Joined: 3/26/06
Location: United States
Online Status: Offline
Posts: 437

Posted: 7/12/10 at 12:48pm

We have, in the past seasons, offered an opening night gala (no alcohol) prior to the show. We would have food and a chance to mingle with the cast and crew. We did not raise the price for the special night. Our tickets run $12.00 for a straight show, $15 for a musical.

At $2-$4 extra I might think about splurging for opening night.

My question would be: If you didn't charge any extra for opening night and still offered the Champagne toast (with donation baskets put out) could you still be profitable. We have found our patrons will put more in a donation basket than they would have paid at a concession stand. We put baskets out for intermissions and seldom fail to cover our ccosts and usually make a profit.

Patrick L. Davis
Fort Findlay Playhouse

IP Logged

dboris
Celebrity

Joined: 2/10/04
Online Status: Offline
Posts: 124

Posted: 7/12/10 at 1:00pm

At my theatre we do a Thursday "preview" performance which we sell at a low matinee rate, then the Friday opening is the same price as any other evening performance.

When you are talking about opening weekend I think the most important this is to do whatever brings in the most people. Word of mouth is one of the most powerful marketing tools you have, so the more people you bring in the first weekend the better the attendance for the rest of you run will be.

IP Logged

davidmichaelmax
Player
Player

Joined: 4/25/10
Location: United States
Online Status: Offline
Posts: 17

Posted: 7/13/10 at 5:49pm

Why not do what the movie theatres are doing - advertise that the show is 3D and charge $5 more for little plastic glasses ;)

"It's never too late to be who you might have been..."
George Eliot

IP Logged

pdavis69
Celebrity

Joined: 3/26/06
Location: United States
Online Status: Offline
Posts: 437

Posted: 7/13/10 at 9:55pm

Our theatre has 123 seats. The front row IS in 3D.

Patrick L. Davis
Fort Findlay Playhouse

IP Logged

KEB54
Celebrity

Joined: 7/24/08
Location: United States
Online Status: Offline
Posts: 227

Posted: 7/29/10 at 2:00am

It's too bad you have to drop the pre-show reception. I think that is the best option for keeping opening night special.

We do a post show thing and IMHO it doesn't work for a lot of reasons:

It's late and much of the audience wants to go home after the show. Our patrons are almost exclusively older.
The audience waits even longer because actors have to get out of costume and make-up; get themselves cleaned up, put away costumes and props, etc.
Many actors are tired (perhaps dirty and sweaty, and hungry) and want to go home, or have family waiting for them, and even if they stay it may be very, very briefly.
The actors are worn out and not"bubbly" and entertaining as the audience wants them.
The actors tend to clump together and not interact as much with the patrons.

IMHO I think your post show champagne toast will fizzle. You might have to change the format, but I'd try to do something pre-show.

KEB

IP Logged

ccaldwell
Walk-On
Walk-On

Joined: 12/14/07
Location: United States
Online Status: Offline
Posts: 0

Posted: 7/30/10 at 1:42pm

Thanks for everyone's comments.

Finally we opted on a compromise by dropping the opening night ticket price and just having wine and cheese instead of an elaborate hors d oeuvres spread, as well as champagne and desserts afterwards. I'll let you know how it works out. Currently we do have a champagne reception afterward (in addition to the pre show) and with one more elaborate spread everyone stayed, and stayed, and stayed.

Our new policy/plan won't go into effect until February 2011.

Char

IP Logged

Theatermama
Star
Star

Joined: 7/23/10
Location: United States
Online Status: Offline
Posts: 60

Posted: 8/07/10 at 9:00am

Here in our town, there is quite a bit of Community Theater but we also have the University Theater and then the University has an Auditorium that is used by traveling Broadway shows - those tickets are $50+. University I believe is $22 a ticket and $15 for students for single tickets but you can buy bundles cheaper for the season which we do. We have one up and coming Regional Professional Theater and they usually charge around $25 but the rest of us have this fear about charging too much money. I work with 2 theaters - one specializes in New Plays and they do very professional mainstage shows that are as good or better than both the university and the shipped in Auditorium shows - I personally find the traveling shows a big letdown for the ticket price. The tickets are nearly 3 times as expensive and you do not get 3 times the show. The new play theater I believe is raising their rates to $18 this year but they also have some great incentives to get people in the seats. This year if you bought a season subscription by July 1 you got a second one for free to give to someone who has never had one before to help get new blood in the theater. They also offer a pay what you can night for the first show/last dress rehearsal type of thing. Then they have a guarantee - if you don't like a show you have seen you will get a free ticket to see another show later in the season to make up for it. They have a talk back wine and snack reception that is catered by a board member with each show to meet the playwright and talk to the actors, it doesn't always happen on opening night but usually first weekend. We have been sponsored for the season by a local winery and they provide a case of wine with each show.

Then I do most of my work for a pure community theater that has no home, just a couple of storage trailers and does bare bones theater with small sets or no sets and we usually do free performances where we take up a collecton. I, personally, usually do royalty plays under their name and rent space and last year I charged $10 for adults but had pre-sell's $2 cheaper. Everyone said I underpriced myself but I do shows with kids usually and I want to make it affordable but this year I will charge probably $15 with cheaper pre-sells as the new play theater charged $15 for the summer youth musical we are doing and people are paying it without question and my performance of Charlie Brown will have a lot more performance value.

It is hard to train our community that you need to pay for theater.

IP Logged

Running Your Theater
Community Theater Green Room Discussion Board :Theater Administration :Running Your Theater

Topic: Opening Night Ticket Pricing( Topic Closed)
	Page of 2 Next >>

Author	Message
ccaldwell Walk-On Joined: 12/14/07 Location: United States Online Status: Offline Posts: 0	Topic: Opening Night Ticket Pricing Posted: 7/10/10 at 2:36pm
	Our theater is in the middle of a transition. Since moving into our new building four years ago we have held an elaborate pre show reception on opening night and charged a premium ticket price of $25. Normal ticket prices are $18. Due to changing circumstances we are eliminating the pre-show reception and having a champagne toast with the actors post show. There is discension among the ranks. Many want to drop the price to the same as all other shows - $18, others want to charge a premium of $20 - $22 to keep opening night special. Many are worried that we will loose patrons on opening night if we charge this premium price and all they get is a glass of champagne. Does anyone have any comments or direction or experience in this matter? Help, please.
	Char

	IP Logged

pdavis69 Celebrity Joined: 3/26/06 Location: United States Online Status: Offline Posts: 437	Posted: 7/12/10 at 10:44am
	I have to admit an extra $7 for a toast with the cast does seem to be a bit of a let down.
	Patrick L. Davis Fort Findlay Playhouse
	IP Logged

ccaldwell Walk-On Joined: 12/14/07 Location: United States Online Status: Offline Posts: 0	Posted: 7/12/10 at 10:53am
	Hi Patrick, it would be more like a premium of $2 - $4 for the champagne toast ($3 - $5 less than before when they got an elaborate reception - shrimp, asst hors d oeuvres, sweets and wine...with more of the same afterwards and champagne. Some feel that if we keep the price higher (even if all we have is champagne and cookies) it will make opening night seem special so they will still want to attend (60% of opening night patrons are season ticket holders). What does your theater do for opening night? Higher price? Same price?Champagne toast? Party before? Party after?
	Char
	IP Logged

pdavis69 Celebrity Joined: 3/26/06 Location: United States Online Status: Offline Posts: 437	Posted: 7/12/10 at 12:48pm
	We have, in the past seasons, offered an opening night gala (no alcohol) prior to the show. We would have food and a chance to mingle with the cast and crew. We did not raise the price for the special night. Our tickets run $12.00 for a straight show, $15 for a musical. At $2-$4 extra I might think about splurging for opening night. My question would be: If you didn't charge any extra for opening night and still offered the Champagne toast (with donation baskets put out) could you still be profitable. We have found our patrons will put more in a donation basket than they would have paid at a concession stand. We put baskets out for intermissions and seldom fail to cover our ccosts and usually make a profit.
	Patrick L. Davis Fort Findlay Playhouse
	IP Logged

dboris Celebrity Joined: 2/10/04 Online Status: Offline Posts: 124	Posted: 7/12/10 at 1:00pm
	At my theatre we do a Thursday "preview" performance which we sell at a low matinee rate, then the Friday opening is the same price as any other evening performance. When you are talking about opening weekend I think the most important this is to do whatever brings in the most people. Word of mouth is one of the most powerful marketing tools you have, so the more people you bring in the first weekend the better the attendance for the rest of you run will be.
	IP Logged

davidmichaelmax Player Joined: 4/25/10 Location: United States Online Status: Offline Posts: 17	Posted: 7/13/10 at 5:49pm
	Why not do what the movie theatres are doing - advertise that the show is 3D and charge $5 more for little plastic glasses ;)
	"It's never too late to be who you might have been..." George Eliot
	IP Logged

pdavis69 Celebrity Joined: 3/26/06 Location: United States Online Status: Offline Posts: 437	Posted: 7/13/10 at 9:55pm
	Our theatre has 123 seats. The front row IS in 3D.
	Patrick L. Davis Fort Findlay Playhouse
	IP Logged

KEB54 Celebrity Joined: 7/24/08 Location: United States Online Status: Offline Posts: 227	Posted: 7/29/10 at 2:00am
	It's too bad you have to drop the pre-show reception. I think that is the best option for keeping opening night special. We do a post show thing and IMHO it doesn't work for a lot of reasons: It's late and much of the audience wants to go home after the show. Our patrons are almost exclusively older. The audience waits even longer because actors have to get out of costume and make-up; get themselves cleaned up, put away costumes and props, etc. Many actors are tired (perhaps dirty and sweaty, and hungry) and want to go home, or have family waiting for them, and even if they stay it may be very, very briefly. The actors are worn out and not"bubbly" and entertaining as the audience wants them. The actors tend to clump together and not interact as much with the patrons. IMHO I think your post show champagne toast will fizzle. You might have to change the format, but I'd try to do something pre-show.
	KEB
	IP Logged

ccaldwell Walk-On Joined: 12/14/07 Location: United States Online Status: Offline Posts: 0	Posted: 7/30/10 at 1:42pm
	Thanks for everyone's comments. Finally we opted on a compromise by dropping the opening night ticket price and just having wine and cheese instead of an elaborate hors d oeuvres spread, as well as champagne and desserts afterwards. I'll let you know how it works out. Currently we do have a champagne reception afterward (in addition to the pre show) and with one more elaborate spread everyone stayed, and stayed, and stayed. Our new policy/plan won't go into effect until February 2011.
	Char
	IP Logged

Theatermama Star Joined: 7/23/10 Location: United States Online Status: Offline Posts: 60	Posted: 8/07/10 at 9:00am
	Here in our town, there is quite a bit of Community Theater but we also have the University Theater and then the University has an Auditorium that is used by traveling Broadway shows - those tickets are $50+. University I believe is $22 a ticket and $15 for students for single tickets but you can buy bundles cheaper for the season which we do. We have one up and coming Regional Professional Theater and they usually charge around $25 but the rest of us have this fear about charging too much money. I work with 2 theaters - one specializes in New Plays and they do very professional mainstage shows that are as good or better than both the university and the shipped in Auditorium shows - I personally find the traveling shows a big letdown for the ticket price. The tickets are nearly 3 times as expensive and you do not get 3 times the show. The new play theater I believe is raising their rates to $18 this year but they also have some great incentives to get people in the seats. This year if you bought a season subscription by July 1 you got a second one for free to give to someone who has never had one before to help get new blood in the theater. They also offer a pay what you can night for the first show/last dress rehearsal type of thing. Then they have a guarantee - if you don't like a show you have seen you will get a free ticket to see another show later in the season to make up for it. They have a talk back wine and snack reception that is catered by a board member with each show to meet the playwright and talk to the actors, it doesn't always happen on opening night but usually first weekend. We have been sponsored for the season by a local winery and they provide a case of wine with each show. Then I do most of my work for a pure community theater that has no home, just a couple of storage trailers and does bare bones theater with small sets or no sets and we usually do free performances where we take up a collecton. I, personally, usually do royalty plays under their name and rent space and last year I charged $10 for adults but had pre-sell's $2 cheaper. Everyone said I underpriced myself but I do shows with kids usually and I want to make it affordable but this year I will charge probably $15 with cheaper pre-sells as the new play theater charged $15 for the summer youth musical we are doing and people are paying it without question and my performance of Charlie Brown will have a lot more performance value. It is hard to train our community that you need to pay for theater.
	IP Logged