Arts venues are always seeking out new and inventive ways to get people to come out and see the show. Whether it’s broadening programs or giving out discounted tickets, each venue tries their best to draw an audience in. However, Stockton Arts Centre, ARC, in the U.K. has launched a new way to get some butts in their seats. They are giving their audience members the ability to pay what they believe a show is worth after they have seen it.
Stockton has introduced the “Pay What You Decide” system which the venue will honor for the next six months. And, after a trial, it seems like their scheme is working. Too Much, Too Young, starring Jack Bennett in January, took in nearly 50 percent more than the theater expected, with almost one-third of the audience being new to theater performances at the ARC. The show, which would usually be about £10 per ticket would be expected to yield and average £3.50 per ticket with various discounts and offers. However, the one-man performance took an average £5.25 per ticket.
Though the first try worked out, ARC chief executive Annabel Turpin says it is still to early to label "Pay What You Decide" as a success.
“There’s a lack of research around it,” she said. “If it doesn’t work, we’ll come out and say so. We’re big enough and brave enough to admit that we’ve tried something and it hasn’t worked [if it does not work]. I think it will, and I’m really confident that it will,” she says.
The promotion runs from January to June and allows audiences to book a ticket in advance if they prefer, however, they have no obligation to pay anything in advance. Check out Stockton ARC’s website for more information about the program.
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