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Young Adult Ticketing Programs

July 2023

This article is related to a recently completed custom research project ABA conducted on behalf of a performing arts member. Our research team is always delighted to speak with members about tailoring research projects to your organization. To learn more or submit a custom research request, simply contact your member advisor or email us at info@advisoryarts.com. 

To identify best practices and lessons on how to build young adult ticketing programs from within the cultural sector, ABA conducted 14 interviews across multiple genres: performing halls, theaters, operas, museums, symphonies and festivals.

Key findings from the research include:

  1. Required resources depend on program goals: the goals of the young adult program have significant implications for program design and resource requirements, especially ticket discounting and the creation of bespoke experiences for audiences. Developing relationships with audiences that have not previously considered attending is most expensive, requiring access to the most popular shows and bespoke experiences capable of convincing these groups that the venue is welcoming.

  2. Starting slow is OK: attracting young audiences who haven’t previously considered the venue requires resources, deep customer understanding, and the willingness to experiment significantly the experience. It may be wise to start with young adult audiences already inclined to attend.

  3. Experience is as important as ticket availability: while most organizations focus principally on discounted tickets, deciding what experience to create for young adults can be at least as important as pricing. The central question: are you trying to 1) increase exposure of young adult to the best of what you currently offer (not too hard), 2) create a welcoming chemistry for culturally inclined audiences who have not previously considered your venue (harder) or 3) something else?

  4. Streamlining program requirements: young adult programming teams must also make decisions about what not to do. For example, many have chosen not to heavily police age, relying on the honor system. They have also chosen to streamline tracking requirements by stripping out as many restrictions on seating as possible. Finally, they acquire customer feedback only occasionally and in order to make specific decisions about the experience.

 

Click below to download the full report, available to ABA members.