Time to Change? Pricing, Deals, and Strategy

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Pricing strategies can have great impact on deals and revenue for both agents and presenters. In the middle of this mix is the audience and their behavior that either creates demand for your performances, or leaves you with a lot of empty seats. Pricing and audience guru Jill Robinson of TRG Arts, Jackie Knobbe of APA Agency, Jeremy Ganter of Mondavi Center, UC Davis, and Joan Squires of Omaha Performing Arts discussed the ins and outs of maximizing revenue and developing audiences through pricing and scaling in this session, presented at the 2015 APAP conference in New York City.

Empresariales

TIME TO CHANGE?
PRICING, DEALS &
STRATEGY
Joan Squires,
Omaha Performing Arts
Jill Robinson,
TRG Arts
Copyright © 2015 TRG Arts
All Rights Reserved
Jeremy Ganter,
The Mondavi Center, UC Davis
Jackie Knobbe,
APA Agency

Yo Yo Ma at Holland Performing Arts Center, 2010. Photo by Herb Thompson.

Holland Performing Arts Center, exterior.
Photo by Tom Kessler.

music Broadway comedy
family dance
Different genres,
different expectations

Price points &
dynamic
pricing
Discounting Retention
Scale of hall Technology
Inventory
management
The issues

Donors and
consummate
loyalists
The magic
of “and”
From 1st time to
second or last time
to NOW
VIP access
& pricing
Better access,
Incentives for
upgrades, adds
Least attractive
access, incentives
to upgrade
All Viewed Thru A-B-T
Sustainable Income: Integration of
Loyalty & Demand Management

PUTTING IT TOGETHER
Managing the seated event business for
sustainable loyalty and revenues

Organizational
Demand Strategy
• Increased Income
• Perception of Success
• Loyalty Management

How?
Demand strategy
1. Understand the impact of demand on
revenue, loyalty
2. Build the infrastructure for success
3. Manage it. Together.

Demand factors
Day of weekSeasonality
Time of day
Programming
Opening &
closing dates
Real Estate
Icons via the Noun Project under CC BY 3.0
Credit: Aditya Dipankar

Build the infrastructure for success
Develop a scale plan that works
• Manage perception and
maximize income
• Is your scale optimal?
• Does the house naturally
dress?
• Are areas selling out?
• In the right order?
• As a performance succeeds,
does per capita revenue rise?

DATA-DRIVEN PRICING:
Scale, inventory, and dynamic pricing

WHAT’S NEW, WHAT’S
WORKING
The changing landscape of deals

THE ARTIST VIEWPOINT:
Agents, artists, and negotiations
Price points &
dynamic
pricing
Discounting Retention
Scale of hall Technology
Inventory
management

WHAT SHOULD CHANGE?
Challenges and opportunities

Radio City at Orpheum Theater, 2014. Photo by Jodi Hauptman Drannen.

Holland Performing Arts Center, Kiewit Concert Hall.
Photo by Tom Kessler.

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Time to Change? Pricing, Deals, and Strategy

1. TIME TO CHANGE? PRICING, DEALS & STRATEGY Joan Squires, Omaha Performing Arts Jill Robinson, TRG Arts Copyright © 2015 TRG Arts All Rights Reserved Jeremy Ganter, The Mondavi Center, UC Davis Jackie Knobbe, APA Agency

2. Yo Yo Ma at Holland Performing Arts Center, 2010. Photo by Herb Thompson.

3. Holland Performing Arts Center, exterior. Photo by Tom Kessler.

5. Demand Management Pricing

6. political reactive Pricing is emotional

7. political reactive Pricing is emotional

8. Pricing should drive patron behavior.

9. music Broadway comedy family dance Different genres, different expectations

10. Price points & dynamic pricing Discounting Retention Scale of hall Technology Inventory management The issues

11. Donors and consummate loyalists The magic of “and” From 1st time to second or last time to NOW VIP access & pricing Better access, Incentives for upgrades, adds Least attractive access, incentives to upgrade All Viewed Thru A-B-T Sustainable Income: Integration of Loyalty & Demand Management

12.

13. PUTTING IT TOGETHER Managing the seated event business for sustainable loyalty and revenues

14. Organizational Demand Strategy • Increased Income • Perception of Success • Loyalty Management

15. How? Demand strategy 1. Understand the impact of demand on revenue, loyalty 2. Build the infrastructure for success 3. Manage it. Together.

16. Demand factors Day of weekSeasonality Time of day Programming Opening & closing dates Real Estate Icons via the Noun Project under CC BY 3.0 Credit: Aditya Dipankar

17. Build the infrastructure for success Develop a scale plan that works • Manage perception and maximize income • Is your scale optimal? • Does the house naturally dress? • Are areas selling out? • In the right order? • As a performance succeeds, does per capita revenue rise?

18. MANAGE IT. TOGETHER. Pacing Meetings

19. What does this look like in practice?

20. DATA-DRIVEN PRICING: Scale, inventory, and dynamic pricing

21.

22.

23.

24.

25.

26. DYNAMIC PRICING Data-informed

27.

28. WHAT’S NEW, WHAT’S WORKING The changing landscape of deals

29. Pricing should drive patron behavior.

30. THE ARTIST VIEWPOINT: Agents, artists, and negotiations Price points & dynamic pricing Discounting Retention Scale of hall Technology Inventory management

31.

32.

33.

34. WHAT SHOULD CHANGE? Challenges and opportunities

35. Radio City at Orpheum Theater, 2014. Photo by Jodi Hauptman Drannen.

36. Holland Performing Arts Center, Kiewit Concert Hall. Photo by Tom Kessler.

37. Price points & dynamic pricing Discounting Retention Scale of hall Technology Inventory management The issues

38. WHAT’S NEXT? Conclusions and takeaways

39. Questions

40. TIME TO CHANGE? PRICING, DEALS & STRATEGY Joan Squires, Omaha Performing Arts Jill Robinson, TRG Arts Copyright © 2015 TRG Arts All Rights Reserved Jeremy Ganter, The Mondavi Center, UC Davis Jackie Knobbe, APA Agency

Time to Change? Pricing, Deals, and Strategy

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