If we want to do small ticketed shows, that’s fine and good. It can be a low stakes way to test out some material. Not my jam. For me, street is the way to do that.
If we think we’re making good stuff, we want to charge more for it. It’s gotta be special. Audience members are commiting to a night out just for our stuff, we gotta give them an equal commitment. The commitment that this is going to be good. If the show is the same price as a bad movie or less, I’d rather go to a bad movie where at least i know I’ll get a comfy seat, popcorn, and good air conditioning. I won’t regret going to a bad movie even if I don’t like it. It was worth a try.
People are paying a lot for special experiences now more than ever and are attending fewer cheap experiences. This is the time to try raising prices and seeing how to over-deliver on the quality. Mediocre is worse than bad.
COVID changed things for people. We’re all more aware of what’s important to us and more dedicated to those things.
People would rather pay 1000s for a Taylor Swift ticket than $30 for ______ ticket. Maybe it’s not just because it’s Taylor. Maybe it’s because it’s special.
Take action : research
…what mediocre shows are charging and what the amazing shows are charging. If something’s selling out, it’s in the pocket.