In addition to accepting credit cards, and offering a stairway to half-price-heaven, the new TKTS booth just started offering both customers and Producers a new feature:  more price levels.

The booth originally starting hawking tkts at 50%, and in recent years added 25% and then 35% to their pricing options.

The levels have been revised again, and now, in an effort to allow Producers to maximize revenue, and to increase the number of shows offered to their customers, TKTS now offers tickets at the traditional 50% off, as well as 40%, 30%, and 20%.

The more options the better, in my opinion.

In fact, why not offer full price and premium tickets as well?  Thanks to the multi-million dollar redesign, ticket buyers are drawn to the booth like Billy Elliot to ballet shoes, so why not give them everything we’ve got? Hey, even Target and Wal-Mart carry non-sale items, so why not TKTS?

Or do you go even further (and admittedly messier) and allow each show to pick whatever price they want and display that price instead of the % (which would actually eliminate the perception that a show was discounting or not).  This would also give the customer a more accurate idea of what the show costs, because let’s face it, to the naive tourist, a 50%-Off ticket to Altar Boyz looks the same as a 50%-Off ticket to The Lion King, when in actuality, there’s more than a $20 difference.

This transformation of TKTS into a centralized Broadway Box Office in the center of Times Square makes the most sense to me, and the most dollars and cents for our shows and TDF.

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Only 7 days until . . .

THE FIRST-EVER PRODUCER’S PERSPECTIVE SOCIAL

Friday, December 12th @ 6:30 PM
The Time Out Lounge at New World Stages
340 West 50th St. (between 8th and 9th Avenues)
Free Drink, Munchies and $25 tickets to the New World Show of Your Choice (subject to avail.)
RSVP by commenting (Name – 1st Show You Ever Saw)

Any questions?  Email me.

See you there!