Ken Davenport - Opinions from a Broadway Producer: One of the economic challenges of a long-running musical or play is that because it's pretty much the same experience, it's hard to get an audience to come back a second time (which is one of the more subtle reasons why it has to be higher priced). It's not like a sporting event, where each and every event is totally unique. Nope, for traditional plays and musicals, we actually endeavor to make every event exactly the same night after night.
Friday, September 30, 2011
How can we get people to see a show a second time?
Ken Davenport - Opinions from a Broadway Producer: One of the economic challenges of a long-running musical or play is that because it's pretty much the same experience, it's hard to get an audience to come back a second time (which is one of the more subtle reasons why it has to be higher priced). It's not like a sporting event, where each and every event is totally unique. Nope, for traditional plays and musicals, we actually endeavor to make every event exactly the same night after night.
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The repeat patron question seems to be the bane of the theater industry since unlike almost every other industry that revolves around getting the same people to come back, we strive not to change our performances once we have them up and running successfully. What surprises me the article is that no one has tried to copy the Vegas model of offering incentives. Places like New York and Chicago have lots to offer that could be used to attract repeat patrons, I am surprised they do not use these resources better.
I really like the idea of adding incentives to get audiences to come back to see shows they have seen before. I wonder if Broadway producers would be agreeable to a swap. If producers would be willing to give each other tickets to offer patrons who have seen the show before. It would be sort of a "I scratch your back if you scratch mine" kind of thing. Vegas resorts have capitalized on creating a full all-inclusive experience for their guests which gets them to come back again and again. It might be time that the theater industry take up the same sort of plan. In addition, shows like Spelling Bee have the advantage of actually being different every night due to the audience interaction. It would be interesting to see if shows that offer interactivity and that include the audience have higher repeat rates. The author of the blog also had a good point that the most important thing that former audiences can do for a show is to get their friends, family, and coworkers to go see the show.
Offering incentives for repeat patrons would be a very effective method to lure return audiences. If I enjoyed a show, I would most certainly go see it again if I could get a discounted ticket or a free ticket to another show. I would also like to share a show I enjoyed with my friends. Perhaps offering two or more discount tickets to repeat patrons would be an even more effective incentive. Theatres could also use dramaturgical work and advertisement to lure patrons. A convincing argument that seeing a show again would cause an audience member to get a lot more out of it could also be an effective method to lure return audiences.
It's an interesting concept to add some sort of incentive to come back a second or third time. If the offer is good enough, this may help bring people in for a second time. The swapping tickets concept is especially intriguing as it could help multiple venues bring back patrons. As Chris and Charley mention, this could work well in places like New York and Chicago where there are many theatres around to swap discounted tickets. Perhaps this will be a new trend we see in large theatre communities.
It's an interesting concept to add some sort of incentive to come back a second or third time. If the offer is good enough, this may help bring people in for a second time. The swapping tickets concept is especially intriguing as it could help multiple venues bring back patrons. As Chris and Charley mention, this could work well in places like New York and Chicago where there are many theatres around to swap discounted tickets. Perhaps this will be a new trend we see in large theatre communities.
I agree that it is a smart idea for shows to offer incentives to go see shows a second or third time by offering repeat discounts. Even so, Its funny to consider that the shows that are know to host repeat audiences do not rely on discounts to bring in audiences, or so I think. The shows that I know rake in the same people would easily be Phantom, Les Miserables, Wicked, even the Christmas Spectacular at Radio City Music, and why they do that rests in the idea that a visit to one of those shows is fulfilling a nice, beloved tradition. I have gone to see the Nutcracker with my family many a years consecutively just because it was just something we never missed out on. If a show is good enough to establish some sentiment, a tradition that is unique to any other theater audience (another example: Rocky Horror Picture Show!) that is when audiences return, and don't mind that they already know what's coming in Act Two because the nostalgic experience is more important than curiosity of something foreign or something new.
The idea of offering incentives like free dinners and CDs to repeat patrons is a smart one. I just wonder if it's actually practical. Would a show lose money in the long run if they had to make some deal with the restaurant next door to pay for the meals of repeat patrons? Or would this relationship benefit both the show and the restaurant in the end as a result of advertising, exposure, and just good PR in general? Maybe Broadway shows/producers should start exploring these possibilities. First off, though, these shows/producers would certainly need to establish a more consistent database of information about patrons and their habits, as the author points out. This would provide insight into which incentives are worth pursuing, if some incentives are more appropriate to certain age groups, etc. I know that this Vegas incentive-offering method pays off for Vegas hotel/casinos because of the money spent while at the casinos- especially when it comes to gambling. A huge part of the Las Vegas economy thrives on gambling profits, so it actually works out better in the long run for a hotel to give out some free rooms but rake in some casino-floor income. I'm not sure that this method would work on Broadway, but it certainly seems like it's worth a shot!
I saw one system work really well were you got a punch card essentially and every time you went you got credit so the next time it would be 10% off, so the 10th revisit was free. However this system was to attract not only repeaters but first timers as well, because if the original viewer liked the show they'd say, "I saw this great show, you should see it and I can give you this card for 10% off your ticket", then if that person liked it they could go to their friend and say, "I saw this great show, you should see it and I can give you this card for 20%". I don't know how this system will impact ticket sales, with all the discounts.
I think people would rather use money to see a new show. But if family is involved people would sooner see a show they really liked again with their families than see a new show.
Like most people, I'm a sucker for free stuff, and every single one of the incentive examples that Davenport listed (free food, free CD, copy of the book, etc.) would make me seriously consider seeing a show again. He mentioned that Broadway does not have access to contact information for their patrons, but I'm sure you could easily get that information if you make it clear that the show will use it to offer you free things. It seems like some of these ideas, especially the restaurant idea, would also be a great way to get customers interested in new places to go, so the restaurant would benefit as well as the theater.
I agree with Shannon, although this sounds like a good idea in theory is it actually practical? I don't really think so. I think in stead of coming up with gimmicks to get people to see our show more than once we should concentrate of the content of the show. Although theater is suppose to be exactly the same night after night it doesn't mean that I don't enjoy going back and seeing a show over again. If it's interesting enough I would go back a couple of times to see a performance and see different things every time. Of course my view of theater is a little different than most theater goers. Not everyone wants to go back and re-watch a show again, especially if they are paying hundreds to see it.
This article brings up an interesting point. It's not something I normally think about, because I gladly go back to see a show a second time anyway. I guess for the general public non-theatre-career-interested people it isn't as likely for them to go back and see a show a second time. I think the idea of offering incentives will work for some people, but others may think it's just a way to get more money. I especially like those incentives which would add to the educational value of a show, such as including the novel it was based of of, which the article talks about.
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