Lower ticket prices open theater doors

The Know Theatre Tribe ("KTT") has learned that lower ticket prices have led to higher ticket sales.  KTT, in anticipation of tough economic times, decided to fight back. 

Although the theater's seats are valued at $22 a piece, KTT has joined forces with the Carol Ann and Ralph V. Haile/US Bank Foundation ("Foundation") to offer patrons seats at the lower price of $12 a seat.  This partnership has been a great fit for both KTT and the Foundation.

Both entities focus on finding innovative ways to increase community attention to the arts through methods that are sustainable over the long-term.  Says Eric Avner, Vice President of Community Development for the Foundation, stated that the Foundation is "interested by the theatre’s eleven-year history of incremental growth, and how the theatre continues to demonstrate its long-term commitment to increasing its impact and role in the community. ... We believe this [is] an unprecedented initiative for a company of Know Theatre's size, and it will attract national attention to the innovation continually being embraced by Cincinnati’s arts and culture organizations.”

Meanwhile, KTT believes that, in order to be successful, contemporary arts organizations must keep barriers to their performances as minimal as possible.  Jeff Syroney, KTT’s Board President declared that, “Innovation and accessibility are at the heart of Know Theatre’s mission and culture.”

When KTT started offering the $12 ticket price last year, they expected that patrons would value KTT less; and that, as a consequence, fewer people would attend.  However, audiences grew as did ticket sales.  And, when surveyed, the results were huge. 

More than a quarter of the guests were new to a show at KTT, almost half stated that the lower ticket prices were at least a significant reason for their attendance, and approximately 85% held KTT in greater esteem.  With lower prices, more people were able to attend and the theater's seats were filled more quickly. 

To KTT's added surprise, the theater also found a 25% increase in online ticket sales.  This meant that KTT could reduce staff time while still offering excellent customer service.

As a result of last year's outstanding performance in sales, both KTT and the Foundation are committed to continuing the $12 ticket price with $15 at the door.  Both entities believe that the ticketing initiative is an important contribution to the City of Cincinnati, that it will directly lower barriers to attendance, and that it will draw greater attention to the arts in the City of Cincinnati. 

With the knowledge and proof to back it up that lower ticket prices directly leads to increased sales, it is hoped that more theaters will continue this trend.  If enough theaters join in and if enough patrons continue to support KTT in its efforts, perhaps the City's many performing arts venues can grow and receive needed attention from other cities.

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