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Ticket sales fell by a greater average percentage than revenue for 15 major arts and cultural organisations across the United States over the course of the 2021-22 season, according to a new study by non-profit consultancy JCA.<\/p>\n
\u2018Trends in Audience Behavior: Reopening Season Trends\u2019 gathered data from six regional theatres, four music organisations, two opera companies, two performing arts centres and one ballet company.<\/p>\n
JCA Arts Marketing, a division of JCA, carried out the research, which found that relative to before the pandemic, a 17% reduction in paid capacity produced a fall in revenue of 8% per performance.<\/p>\n
The study also revealed that subscription and discount ticket sales also dropped by 32% and 21%, respectively, while full-price ticket sales remained flat.<\/p>\n
The research added that new audience members dropped by 33% in comparison with the 2018-19 season, but there was no indication of increased price sensitivity among audiences.<\/p>\n
Countering some other studies, the research also found that only 20.6% of sales had come in the final week before an event in the 2021-22 campaign, down from 24.5% before the pandemic.<\/p>\n
\u201cThis is just the beginning of understanding how the pandemic has affected sales trends of performing arts organisations,\u201d said Jamie Alexander, director of\u00a0JCA\u00a0Arts Marketing and co-author of the study.<\/p>\n
\u201cOur hope is that this study provides a baseline of data for measuring ongoing change, and helps organisations make educated decisions for their programming and marketing efforts to reengage audiences in this new era.\u201d<\/p>\n
Image:\u00a0Jonatan Moerman<\/a>\u00a0on\u00a0Unsplash<\/a><\/p>\n<\/div>\n