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PDFOpen Access (License Unspecified), Open Access
Thesis
The pursuit of an audience: Analyzing strategies and procedures associated with arts organizations offering discounted tickets
Master of Science (M.S.), Drexel University
2012
DOI:
https://doi.org/10.17918/etd-4338
Abstract
Arts participation has experienced a significant decline since 2008. In order to fill seats and encourage patron attendance, many performing arts organizations have offered free and discounted tickets to their performances. Some believe that discounting is an innovative way to expose their art to new audiences and generate revenue. Others believe that discounting devalues the artistic product and teaches patrons to wait for a discount before paying full price. I analyzed both perspectives of this argument and examined cases of successful and unsuccessful discounted efforts. To that end, the following analysis aims to synthesize these findings on the topic of discount ticket offerings as it applies to strategic execution, audience development, and organizational sustainability. Established with data collected through extensive research and interviews, organizations that utilized a predetermined structure through which to offer discounts reported a higher rate of success than those that did not. Without a set strategy in which to offer discounts, results will be erratic and unable to predict, which many organizations did not prefer.
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Details
- Title
- The pursuit of an audience
- Creators
- Kristin Allard - DU
- Contributors
- Roy Wilbur (Advisor) - Drexel University (1970-)
- Awarding Institution
- Drexel University
- Degree Awarded
- Master of Science (M.S.)
- Publisher
- Drexel University; Philadelphia, Pennsylvania
- Resource Type
- Thesis
- Language
- English
- Academic Unit
- Arts Administration; Arts and Entertainment Enterprise; Drexel University; Antoinette Westphal College of Media Arts and Design
- Other Identifier
- 4338; 991014632825704721