L.A. Opera to start dynamic ticket pricing next season
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Los Angeles Opera is the latest arts group to adopt a dynamic ticket-pricing policy. The company will announce Wednesday new pricing programs for the 2012-13 season, including a new low ticket cost of $18 for every performance.
Dynamic ticket pricing is a practice being adopted by an increasing number of performing-arts companies around the country where prices change based on audience demand, with popular shows and seats commanding a premium and less popular shows seeing discounts.
A spokesman said L.A. Opera is working on the details of the pricing model and isn’t yet able to provide specific ticket prices.
The change in ticket pricing was the result of research that L.A. Opera has conducted in recent months. The company has been trying to find a way to charge affordable prices while continuing to maintain its financial goals.
Organizations such as Center Theatre Group and the Pantages Theatre already have implemented dynamic ticket pricing. The practice is common for Broadway productions as well.
As part of its new model, L.A. Opera will offer lower-price tickets in every section of the Dorothy Chandler Pavilion, with $18 tickets the new lowest price. The least expensive tickets currently are $20 for obstructed-view seats and as low as $32 for seats in the rear balcony B section. Subscription pricing will be offered at 5% off the base ticket price and remain constant throughout the season, even if a production proves to be a hit and individual prices increase.
L.A. Opera also is launching a new initiative that will provide 250 seats at minimal cost, or free in certain cases, to select community members. The seats will be made available at every performance, regardless of demand. The company will also introduce family ticket packages designed to encourage children to attend performances.
The company will announce its programing for next season in early February.
-- David Ng