Developing Admissions Practices

Abstract

This major paper examines ticketing strategies across multiple live event industries in order to determine if their ticketing practices can be applied to the development and implementation of theatre’s alternative admission practices. The sports and concert industries generate more revenue and attendance than the theatre industry. Their attendees are also younger and less affluent in comparison to theatre attendees. If a theatre could utilize the same ticketing strategies, then there could be a chance that it would create a more stable income base and increase attendance of younger audiences. In order to compare these ticketing strategies to one another, a demographic profile of each attendee group had to be created for this paper. The purchasing patterns and ticketing strategies currently employed by all three industries also had to be analyzed. Finally, a description of theatre’s alternative admissions practices had to be created. These three sets of data were analyzed in order to create recommendations to the theatre industry for better implementation and development of admission practices.