In the arts, we have grown used to cycles of crisis and recovery. Inflation, shifting audience behaviors, and rising costs have widened the gap between expenses and revenues. Too often, pricing has been left to habit, fear, or emotion. But pricing...

High, medium, or low demand; each scenario requires a different approach. Too often, pricing is treated as “set it and forget it.” But demand is dynamic, and your pricing should be too. Done well, pricing can maximize per-seat revenue, deepen...

Fear and emotion often creep into pricing conversations when decisions are made on instinct instead of evidence. The good news? The data you already have can provide crucial clarity.

Pricing is one of the most powerful strategic levers in an arts organization, yet it’s often overlooked or delegated. The impact, however, is felt everywhere: the quiet pressure behind every budget meeting, every board conversation, every anxious...

Pricing isn’t just a marketing tactic, a programming decision, or a box office task. It’s one of the most consequential leadership decisions you’ll make. The way you set, communicate, and adapt your prices impacts your revenue, audience trust, and...

Think about the last time your organization had a true blockbuster on its hands. Maybe it was the Nutcracker at Christmas. Maybe it was a chart-topping musical, or a star soloist whose name alone filled the house. The kind of production where seats...

The scoreboard most arts leaders are trained to watch is the box office. Did it sell out? How close did we get to a full house? These metrics feel familiar, even comforting, but in today’s economic reality, they can be dangerously misleading.

For years, many arts leaders have treated price as fragile. Raise it, and demand might collapse. Hold it steady, and at least audiences will keep coming. But the truth is the opposite: holding back on price is costing the sector far more than...

Your customers are listening. What are your campaigns really saying? In a world of deadlines, dwindling budgets, and rising targets, campaign planning can feel like a race against the clock. It’s easy to focus on what needs to go out, and lose sight...

What if every customer walked through your doors wearing a name tag that said: “Hi, here’s exactly what I need next to keep coming back.” They don’t. But, their behavior is telling you. If you know how to listen.