Do you pay full price for Broadway shows? Then who does?

The List for two years in a row.

So it’s probably no surprise that Damian knows how to ask the interesting questions, like the ones he posted in this recent blog on his EntertainmentMarketing site.

Damian used his “connections” at Shubert Ticketing to find out some pretty useful information on the current trends of Broadway buyers and their desire for discounts.

Here’s what he found out:

  • In 2010, almost half (43%) of “new” musical buyers in the NY Metro Area (those people not in the Telecharge system), used a discount code on their first purchase.
  • In 2010, 29% of new out-of-town or Tourist musical buyers used a discount code.

Plays are almost identical.

  • In 2010, almost half (40%) of “new” play buyers in the NY Metro Area used a discount code on their first purchase.
  • In 2010, 29% of new out-of-town or Tourist play buyers used a discount code.

In his blog, Damian takes that data and then asks some more very interesting questions about whether or not discount-driven promotions are doing what they are intended to do, which is bring in new audiences to the theater, who will hopefully buy higher priced tickets for future shows.

Is that working?

Well, to get that answer, I’d like to see the answers to Damian’s question for 2009, 2008, 2007, and all the way through 2001.  And I’d also like to look at the percent of full-price buyers over the last ten years year by year to see if that figure (which usually hovers around 50%) has decreased . . . or increased.  (I think there’s a reader out there that can help me with this question . . . you know who you are . . . what do you say?)

Could we get rid of discounting altogether?

Yes. I’ll give you two ways on Monday.

Read Damian’s terrific insights here.

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Ken created one of the first Broadway podcasts, recording over 250 episodes over 7 years. It features interviews with A-listers in the theater about how they “made it”, including 2 Pulitzer Prize Winners, 7 Academy Award Winners and 76 Tony Award winners. Notable guests include Pasek & Paul, Kenny Leon, Lynn Ahrens and more.