Stage | The Guardian: When the Victorian government announced on Monday it was reintroducing 25% cash back on all entertainment and dining expenses over $40, Melbourne Symphony Orchestra staff sprang into action.
By close of business Monday, more than 50,000 concertgoers in the MSO database had been alerted and the company recorded a 40% spike in ticket sales – their strongest day in years.
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It’s been really easy to forget that theater is happening in other parts of the world, and that they too have been hit hard by the initial shutdown and the pandemic as a whole. I had the opportunity to be exposed to some of the practices of box office over the summer, and how audiences have changed since then. The 80% of returners seems like a good number until you remember there was a loss of 20% from reliable sales. It has been a journey getting audiences to come back on a regular basis, and it’s interesting to me how transparent the article was about it. Often I’ve heard the “oh yeah we’ll recover this soon” without bothering much about it, so reading the reality about it felt new. Even how cautious it is about “in three years”, because there’s truly no way of knowing what is going to happen next.
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