OK, this is gonna be a really long post, and I apologize for that in advance. Here's our problem:

We offer a five-show season, and our season ticket holders make their reservations only once, before the season begins. They choose their seats and the night they want to attend (opening Friday, middle Saturday, Sunday matinee, etc.) when they purchase their tickets, and that's the last time they have to touch base with us if they intend to come to the performances. Although we ask them to cancel their reservations if they can't be there, most of them don't.

One of the conveniences of being a patron is that you don't have to remember to make a reservation for every show, you just show up and you have a reserved seat. On the other hand, this also means that we force our patrons to tell us months in advance which nights they intend to be there, and then they have to remember that they're supposed to go to the theater that night. I think a lot of them probably completely forget that they have a reservation, which is why they don't call.

I know they figure that it doesn't really matter if they don't show up because we've already got their money, but it matters a great deal. Our theater only has a hundred seats, and in recent years we've been selling out for almost every show. For the last couple of days before a performance, we have to tell people that we're sold out and can't take any more reservations. We do encourage the ones who couldn't get tickets to come and see if they can get a seat at the last minute (they nearly always can because of the no-shows), but obviously this isn't a very attractive option, so most of them don't take it. In addition, most of our patrons (our term for season ticket-buyers) like to sit down front. So for almost every show, our actors are faced with a bunch of empty seats in the first two or three rows, which are generally the only ones they can see. Needless to say, this doesn't exactly encourage them; in our small house (10 rows of 10 seats), a bunch of empties down front makes it feel like there's nobody out there watching. The actors do their best to overcome it, but it always seems like the folks at a show with 20 or 30 empty seats don't see as good a production as the folks seeing it in a full house.

The problem is getting worse as time goes on. We just finished a highly-successful production of "Noises Off," and in spite of being technically sold out for the run of the show, we were still faced with empty seats every night. And this after we'd told people (including relatives of some of the cast) that there were no more tickets. Closing Friday night, we had TWENTY-FIVE no-shows that we couldn't sell, all patrons -- that's a quarter of the house, and most of them were right down front!

To me, every empty seat is a missed opportunity to promote our theater and ensure our survival -- that closing Friday, when we had a huge waiting list of people without season tickets waiting for cancellations that never came, we had 25 fewer potential future subscribers sitting in those empty seats. This has become a huge matter of concern for our members and board. We can't rely on our current (and mostly elderly) patron base forever, and we need to attract new subscribers if we want to assure our future.

I've got a couple of ideas that I've discussed with some of our board members, and I'd like to hear if anyone has tried these or if they know a better way. My first suggestion is to send out a letter to our current patrons explaining what we're experiencing and why it's a problem (I'm sure most of them don't have a clue about why it's important for them to let us know they won't be there), and asking for their cooperation. We could also offer them some options that might help and ask them what they think, as well as invite suggestions foir imnprovement in our ticketing/box office system. Then we should monitor the situation over the next year. If this continues to be a problem, some of the ideas we're considering are to require patrons to confirm their reservations at least 24 hours in advance, and possibly to offer greater flexibility for show dates. That might include offering a "ticket book" option like some theaters use, where you can use your ten tickets for two people to attend all five shows or take ten people to see one show (again requiring reservations).

Which brings up ANOTHER kettle of fish -- either of these plans means a hugely increased workload for box office volunteers, who are already strained to the max. Currently they only have to worry about phone calls and reservations for single-ticket sales, because the patron seats are assigned for each show at the beginning of the season. Plus it has the potential to tick off our subscribers, who currently enjoy the luxury of never having to call our box office if they don't want to.

Does anybody here require season ticket holders to confirm their reservations for each show, or offer a more flexible season ticket option that works for you? Any suggestions about reservation systems that might help if we increased the number of calls to our box office by requiring confirmations or flexible tickets? Any other ideas/suggestions/terrific alternatives out there for this particular no-win situation? Or should we just be thankful we've got patrons, even if they don't bother to come to the shows? Thanks for any and all ideas!

We don't do season tickets but here is what other nearby theaters do:

One has a six for five season ticket - see six shows for the cost of five.  They still need to make reservations but there is no cash handled so the transaction goes very rapidly (they have a booking computer).

Another has a "flexpass" which gives the person a bank of money.  (I think is is around $100) that they purchase tickets from.  They get 10% off the usual ticket price whatever it is.  Again they have to make reservations and keeping track of the balance is done by hand on a 3X5 card.  The big difference is that the patron can spend the money any way they want (five tickets to one show or one ticket to five shows).

Neither of these systems guarantee you a seat.  If you are late making your reservations and the show is sold out, you are out of luck.

I volunteer at the box office at a theater and we usually have a significant number of no shows on a sold out performance (nothing to do with season tickets).  The last show I did box office for that was sold out got 30 people in after we were sold out - many were no shows but the ushers gave up their seats and a few folding seats were set up.  We try hard to get everyone into the show and people realize that there is a chance even if we are sold out.  We do not take reservations for a wait list - it is first come first seated.  Seats for those who have purchased tickets are released 10 minutes before the show (although we do try to seat them if they do show up).

Hope this helps.

The theater I work with used to offer two options to subscribers, they could either subscribe to a series (First Friday, Second Sunday, etc) or get an open subscription and they would have to call to make reservations every show. We started running in to to many problems with the open subscription. Often a subscriber would  call just before closing weekend, and we would already be sold out. Now we require everyone to pick a series and they can call and change if they like.

The problem you mention with subscriber no-shows is a tricky one. To help subscribers remember thier dates we actually put the dates of all thier shows on thier membership card, so they have an easy reference. Also, we stress to them that they should call ahead of time if they want to change thier dates, especially since the show might be sold out and other dates may not be available. Sometime on show night, when it gets to be 5 minutes before curtain we will actually call subscribers that didn't show to see if they are coming or not.

There really is not magic solution to the problem, just keep trying things until you find what will reduce the problem.

Dan

No shows is problem. Our community theater doesn't offer season tickets. No shows being one of the reasons. Increased box office work being the other. Patrons can purchase their tickets at our ticket outlet or at the door. I know sooner or later we are going to have offer season tickets and move with the times, so I have been paying attention to how other theaters handle the problem.

I have season tickets for two equity theaters. They deal with the problem in different ways. The first one offers 1/2 price rush tickets 10 minutes before curtain to deal with the problem. They make this offer well known at the local universities & colleges. Sold out means cheap tickets might be available. There is always a line of young people waiting for rush tickets including my daughter. She says that if she doesn't get in one night she will try on another night. Since she has nothing invested but a few minutes waiting in line it is worth it. She always gets a good seat a cheap price.

The second theater offers you 6 shows for price of 5. You can reserve your seats whenever you like, from when purchase the ticket to the day of the show. A seaon ticket does not assure you a seat if you don't make a reservation though. If you wait too long you may not get a seat. I have seen very few empty seats in this theater. They are actually beating the odds of a professional theater being successful in a blue collar town in this economy. I pay close attention to what they do. They seem to have a winning formula.

If you find something that works for you, let us know.

Linda

     Hi, I know I am a little late with my reply but I just joined and would like to share the way we deal with this problem.  I usually work backstage as Stage Manager but have decided to retire after 11 years.  I have decided to learn the Box Office and have become our newsletter editor.

     We have made some changes in our box office this season.  We offer a 4-ticket pass. (previously known as a season ticket).  You may use this pass all at once or in any combination, i.e. 1 seat per main stage production for the season or 2 seats for two shows, etc.  The patrons still have to call and make reservations if they want to see a certain production.  There are no assigned seats for the season.  You could be sitting in row one for one show and row  6 for another show.  Depending when you call to make your reservation.  We encourage ticket pickup and payment during the box office hours about 2 weeks prior to show opening.  We man our box office 2 hours a day 5 days a week during this time.  The remainder of the time we have a answering machine. We take reservations off the machine and call back EVERY reservation for confirmation and any additional info that might be needed.  We (the box office) pre-assign seats the day prior to that shows performance.  ALL tickets will be released 15 minutes before showtime.  We always try to accommendate everyone.  But you have to draw the line somewhere.  One of my pet peeves that I will be addressing in our newsletter is late arrivals.  Having been stage manager for over 50 shows that does not set well with me as you can imagine.  So, I am going to work on educating our theater goers this year.  Hope this was helpful.  Take care, Brenda   

Brenda reminded me of something else about the theater where I volunteer in the Box Office:  We will not sell a ticket or reserve a seat without receiving a non refundable payment at the time (usually credit card).  The theater had problems with people reserving tickets but never showing up or paying for them.  Speaking of reserved seats, this theater had open seating - first in line, first seated.  They recently went to assigned seating.  It tripples the time to sell a ticket which is particularly a problem trying to handle the walk ins just before the show starts.  People also arrive later - since they no longer have to get in line to get a good seat, many show up at the same time - just before seats are released - ten minutes before curtain.  I have not been there during a sell out but I can see a problem of trying to handle the late arrivals and get them seated so we can release the unused seats and then sell tickets to those on the waiting list and get the show started on time.  

It's nice to know so many of us have the same no-show issues - misery loves company...

We have a 100 seat theatre, do three productions per season and have a patron base.  Seating is assigned (no general admission).  At start of season, patrons have the option to select their dates and seats (most of the older patrons love this), others just send in their money and call for reservations before each show (nice!).

What we instituted last season was kind of neat.  Prior to each production we do a "production card mailing" to our full mailing list.  Mailing list is in MS Access which we use to generate labels.  Via the magic of Access, we also include a special note to patrons on the address label that reminds them of the date they selected or to call for reservations ASAP if not.  It's a nice personalized reminder and phonecalls were generated to our box office, so it does work.  Some folks just called to confirm the confirmation!

This process was a result of the fact we stopped sending patrons their tickets ahead of time.  We were encountering problems with people changing their dates, then having to mail back their tickets so we could mail them new ones, etc...

One last note - I would be leary to institute any process that requires additional work for the box office volunteers.  Especially anything that requires tracking.  Our fix above required initial database entry, but not too much maintenance after that.

Let me know if you need more info.

One idea that many professional venues do is through ticket donation, whereby patrons call before a production and "donate" the tickets for that particular show back to the theatre.  The benefits are mutual: the theatre gets to resell the seats and the subscriber gets a tax deduction on the value of the one ticket. 

A couple of rules though.  It does generate more work for the BOX OFF. because they have to send out a donation form for tax purposes for the subscriber;but!... there is a cut-off of 1/2 an hour before show time.  Any donations that occur after that cannot be tax deductable.

This idea would take some educating on the staff part of the patrons, but it is an incentive, especially for your higher-end subscribers and doners whose tax prep. depends a lot on write-offs.

Keith

Interesting idea -- I'm forwarding this one on to our Board. Thanks!

Originally posted by Jan Our patrons want to call in at the last minute and get tickets exchanged for another show...how do you handle last minute exchanges, emergency or just not feeling well?

Well, first, you have to be willing to face resistance; but the most important thing is to establish a policy and stand by it.  (Such as: all exchanges must occur 30 minutes prior to show time.)  Send it out to your members/subscribers/patrons and post it EVERYWHERE around the box office.  Also, print it on the back of the ticket.  When you sell tickets, mention the policy as part of the sale.  When emergencies do arise, handle them on a case-by-case basis.  Obviously, you don't  want to appear heartless to the little old lady, whose husband ended up in the hospital over the weekend, causing them to miss the show.

Another thing.  Tell your board that they MUST stand by the policy.  There is nothing worse than a board member interveining on behalf of a friend just so they don't have to follow the rules like everyone else.

This whole discussion leads me to one other issue: we in Community Theatre are so often afraid to lead; therefore, we let the audience point the direction.  This should not be the case.  We should be leading the audience, responsibly.  Whether it be produciton choices or box office policies, leading should not be done by majority vote of the audience.  You may loose some patrons, but by standing tall and showing leadership and convicition, you will find that people will come back... and in ways you never thought possible.

Okay - a long answer:

No-Shows: We operate a dinner theater, so when a ticket holder does not show up, we have food that goes unserved. Because our tickets for dinner shows are generally more expensive than other theaters, we have few no-shows for those tickets. Also, dinner tickets must be purchased at least the night before to lock in a count for meals, so there are no "last minute" dinner tickets.

As for season ticket (ST) holders: We produce five shows that run between four and seven weekends. Our ST holders buy a 5-show ticket and we require them to call us to set their reservations. Our newsletter goes out prior to each production, which acts as a reminder for the show. At the theater, our season ticket holders get priority seating (our box office sets up a reserved space for them), which is then filled in afterwards with general tickets. The reservations are released 15 minutes prior to performance so we can fill the spaces up front. This ensures benefits for the ST holder and alleviates fear of holes up front. Late ST patrons know the policy and are still pleased when we get them to the best seats available upon arrival. We also sell "show only" tickets on space available basis on the night of the performance who fill in any spaces that are left.

Occassionally we find a ST holder who waits too long or who never makes a reservation. Because our shows are popular, we tell people at the time of purchase that they need to reserve early. Those who don't come for a show forfeit the ticket. To date, I have never heard of someone being upset by this policy.

I guess the key is that no perfect system exists. We have taken the philosophy that patrons are important, but also are not children. We give them opportunities and reminders, but they must be responsible for their own schedules.

What another theater in the area does is they send a mailing out about 2 weeks before the beginning of the show to the people who made reservations reminding them that they have tickets for the show. This seems to work for them. Also, all people who bought tickets in advance have to arrive at least 11 minutes before the start of the show becuase at 10 minutes before all seats that were reserved become on sale again. That also seems to work.

wishbone