Theres also the question of ticket prices.
If youre a theater goer, youve certainly noticed that the cost of going to see a regional theatrical production has nosed sharply upward over the past couple years.
One can never be certain what determines each companies ticket pricing, be it demand, which would certainly support a argument for an increase in price; be it need, which is every bit as much a catalyst to induce a rise; or be it the delusion of increased value brought on by years of public and private grants and donations. (Its easy and understandable to mistake private and municipal endowment as an indicator of public support. The managing director of one regional company, dearly beloved and of great repute, told us that, aside from Christmas, his theater rarely fills his seats, that his companys very existence depends almost entirely on that patronage and endowment.)
And yet, even with the increase in ticket prices, companies are struggling, hence the recent custom of positioning volunteers near exit doors, after final curtain, and having them extend baskets toward departing audience members, soliciting alms.
One of the very first things new Philadelphia 76ers CEO Adam Aron did when his consortium purchased the struggling and unpopular team in 2011 was to slash prices on 9000 tickets by 50% When challenged on the financial wisdom of the strategy, he replied that you never lose money when you sell an empty seat.
The following season, with only modest improvement on the court itself, ticket revenues had risen by more than 30%.