Anne Trites - National Arts Marketing Project
Anne Trites - National Arts Marketing Project
Anne Trites - National Arts Marketing Project
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WE GOT IT WRONG!<br />
Death of a Salesman<br />
with Roc Dutton, 2009:<br />
Great Attendance & Accessibility,<br />
Lost Revenue Opportunity<br />
• Tremendous attendance<br />
‣ Sold out 25 performances<br />
‣ 11,656 seats total; 128% of goal<br />
‣ $282,967 in revenue; 115% of goal<br />
• Great accessibility<br />
‣ $10 Ticket Night<br />
‣ 1,324 group tickets at 20% off<br />
• Lost revenue<br />
‣ Just one dynamic pricing tactic, e.g.<br />
raising non-preview tickets to<br />
highest price, would have yielded<br />
an additional $100,000+
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