Pricing as the Key to Attracting Students to the Performing Arts

Life is expensive, especially for students, who do not dispose of a permanent income and often have to make important expenses in the near future. This means that some expenses, for example those for expensive art performances, won’t be if they are considered unnecessary. But are high ticket prices really the main reason for students not attending an art event?

To investigate this topic a number of students, were surveyed, using a questionnaire that summarized their attitudes on attending art performances. Students who do not attend could give reasons for nonattendance and were asked if there is anything that would encourage them to attend. Non-attenders who gave money as main reason, were also asked if would be encouraged be ‘special price actions’. They were also questioned on what they spend on a night out and these expenses were compared with ticket prices for performing arts. The conclusion isn’t quite simple. On one hand, cost is often mentioned by surveyed, on the other hand, attending an art performance is quiet often cheaper than what they spend on a ‘regular’ night out, which means a lack of money is not a reason for nonattendance. The research eventually leads to the conclusion that preferences are the main criteria for attending performing arts.

Renaat Pieters

http://www.springerlink.com/content/v7j437387556h385/fulltext.pdf