Podcast Episode 139 – Broadway Ticketing Analyst, Mike Rafael

10 years ago, Mike Rafael’s job didn’t exist.

And now, it could be one of the most important jobs on Broadway.

Since the arrival of variable pricing on Broadway, Producers have been scrambling to assign the role of determining not only what to charge per ticket, but more importantly, when to charge what per ticket.

Is it the GM’s responsibility?  The Advertising Agency’s?  Who does it?

Whenever something is this valuable (I’d credit variable pricing with what got Come From Away to recoupment so quickly), there’s an opening for a new job on Broadway . . . and thus the analyst was born.

And Mike Rafael, who has worked in the ticketing world for decades, was perfectly positioned to jump into the game, and help shows price up and down according to what the market demands.

Listen in to today’s podcast for Mike’s expert advice on how to price your shows as well as:

  • Why he learned what he knows from working Off-Broadway.
  • How the price of your ticket tells a story about your show.
  • The very first thing he does when he takes on a client.
  • What he thinks about papering during previews.
  • His idea of how we should work with the secondary market.

If I could only name ONE thing that has had the biggest impact on the financial picture of Broadway in the last ten years, it would be variable pricing.

And we’re just at the beginning.

Listen in, and learn, so you’re prepped for the future.

Click here for the link to my podcast with Mike!

Listen to it on iTunes here. (And if you like the podcast, give it a great review, while you’re there!)

Download it 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.