Determinants of Prices for the Performing Arts (original) (raw)

2019, Journal of Promotion Management

The performing arts constitute a significant share of demand in the public's arts consumption spending. Despite the growing volume of research in the marketing of the arts, research specifically focusing on the promotion and pricing of the performing arts is still in the development phase. In this study, we examine the impact of locational variables related to live music performances on ticket prices. Specifically, this research focuses on the relationships between ticket prices for classical concert seats and locational variables such as the distance of the seat from the front of the stage, its angle with respect to the center-line of the performance hall and the size of the town population where the concert is hosted are examined. Utilizing data from a leading intermediary of performing arts tickets the above relationships are empirically examined. The paper concludes with a discussion of pricing implications for promoters of the performing arts.