Hi! We are preparing our single ticket onsale plan for our 23/24 season. We have Yo-Yo Ma coming this season which will be our highest demand concert. One onsale option for this concert in particular that we're considering is making some inventory available for single ticket purchase but holding some back so once the first wave of inventory is gone, the only way to purchase tickets would be by purchasing a flex or series package. Has anyone else attempted this?
To add context, prior to coming to the Nashville Symphony I worked in professional sports where this is a very common practice successfully utilized to leverage package sales. However, this isn't something the Nashville Symphony has considered before and I realize the sports world is different from the performing arts world so I'm curious to see if there are any test cases of this in the arts industry.
Thanks in advance!
Hi Dan!
I would explore using allocations. I have used them for one-off events for single-ticket purchases, but not for packages. There may be something you can play with MOS switches or allocations.
Thanks Joe! I think allocations would definitely work for this. Apologies for not being clearer in my post, I'm more so curious if any other venues have implemented a tactic like this (making a concert only available if purchased as a part of a package) and what the general response from the market was. Some of my colleagues are concerned there may be pushback from concertgoers that only want to attend Yo-Yo Ma and are not interested in a package and that this may shine us in a negative light. While I've effectively implemented this tactic in previous non-symphony jobs, I'm curious if other performing arts venues have been able to successfully leverage a concert for packages like this and if the market has generally understood or if it's led to significant pushback and upset patrons.