Benchmark Analysis: Ticket Discount Programs
February 7, 2023
As we finalize plans for a new year of arts and programming, many organizations are reviewing their ticket promotions and packages to see what opportunities there may be in engaging returning and new target audiences. Our latest Arts Leader Survey asked arts leaders to benchmark themselves on the kinds of tickets schemes and discounts they currently have, as well as those which are under consideration or even discontinuing. We are also interested in particular efforts to engage with young adults across the sector. Highlights from the survey include:
The majority of arts organizations are not discontinuing any of their ticket discount programs in the near future. In fact, one-quarter are planning to initiate ticket programs for first-time visitors.
For some organizations, ticket schemes and discount programs also are paired with other benefits, the most popular being pre- or post-event talks followed by early ticket access.
When looking at young adult programs (e.g., 18-40 years of age), there is general agreement that young adult programs benefit organizational awareness and audience engagement. Additionally, there is consensus that revenue generation is not the top priority behind young adult ticket programs.
