If you’ve never heard of the “pay-what-you-can” (PWYC) ticket pricing model, it’s pretty straightforward: Pay-what-you-can ticketing encourages and allows patrons to pay what they can afford, or perhaps what they think something is worth, for an event. (In this case, your upcoming showcase.) This model is an example of the gift economy, where there is no set (or a very low set) cost to attend an event, and guests can dictate their own pricing with very few, if any, strings attached.
For the owner of any business, let alone a smaller community theatre or school program, PWYC ticketing may seem risky. After all, your first assumption is probably that everyone will just pay the bare minimum to attend your showcase, leaving you in a major financial deficit. But studies and campaigns have shown that those assumptions are, well, flat-out wrong.
The only way to increase the popularity and accessibility of PWYC ticketing is by dispelling this myth and others like it. On The Stage explores four myths about pay-what-you-can ticketing and the actual (positive) truths behind these pricing models.
When you first hear about pay-what-you-can ticketing, your assumption is probably that this type of model only works for experimental shows Off-Off-Off Broadway in some abandoned warehouse in SoHo. While this model does probably work for those types of shows, it’s not exclusive to these experimental, small productions.
In fact, PWYC ticket models can be applied to a variety of showcases, big or small. They can work for:
PWYC increases your flexibility in reaching diverse audiences – broadening the scope of your production, and engaging more folks, no matter what kind of organization you are.
As mentioned before, you may guess that with a PWYC model, your patrons will pay the absolute bare minimum to attend your showcase if that’s an option on the table, meaning major losses for your theatre. However, the data shows that when people can set their own prices, they almost always pay something – and even pay, sometimes, well over the suggested price or actual value.
Additionally, PWYC models can help your bottom line by increasing accessibility to your work. After all, as a theatremaker, you should always strive to increase your inclusivity. A PWYC model is perhaps one of the best ways to put this mission to work. You are, through this model, welcoming all different people with all different budgets, eliminating pricing barriers between you and your community. This, in turn, can build you a community of loyal patrons who will return the favor once they’re able to.
Alongside increasing accessibility and casting a wider net for your audiences, PWYC pricing models will surely bolster your community-wide reputation. If potential business sponsors and community partners see your efforts to create showcases for all – regardless of financial status – you are building a strong distinction from other theatres in your community, and inspiring your more affluent patrons to donate more generously during this and other showcases. Win-win!
If you’ve used the same ticketing model for your entire theatrical career, it may seem daunting to implement a brand-new pricing structure for your next showcase. You may think, “PWYC pricing seems awesome, but I just don’t think I can pull it off.”
That’s where you’re wrong. With the right ticketing platform – like On The Stage – PWYC ticketing is incredibly easy to implement, and can actually streamline your box office operations.
With OTS, the ticket sales experience is optimized for conversion by sales channel. From theatre productions, concerts, and dance recitals to galas, sporting events, camps, classes, and conferences, you can give your patrons a world-class experience starting with their first interaction – finding and purchasing tickets with any type of pricing structure you have in mind.
We also offer a suite of marketing and promotional tools for both digital and print that help generate awareness of your organization and spread the word about your upcoming shows – and your new, unique pricing model that will be sure to make waves. OTS makes increasing your ticket sales simple with built-in best practices and turnkey technology. So, yes, it’s an absolute myth that you can’t quickly and easily implement PWYC pricing within your theatre!
You may assume that for a patron, the asking price of a ticket directly correlates with their investment and commitment in that experience. (I.e., I only have to pay $5 for this show, so I don’t really care about making it at all.) Not so! In fact, many PWYC patrons feel more invested in the performance – and thus, may pay more – when they feel connected to the cause!
When marketing your PWYC pricing model, make sure you emphasize why, exactly, you’re making this shift. Do you want to attract new demographics? Welcome more people from different walks of life and budgets to your theatre? Build buzz for your brand? Expand on your theatre’s mission for inclusivity? Simply allow your cast and crew the excitement of a full house? No matter the why – make sure you’re emphasizing it, and emotionally connecting with your audiences, so they know exactly what they’re signing up for. If you can get them on board with your cause, those PWYC numbers will rise, guaranteed.
Implementing a PWYC model may seem difficult, but with On The Stage, it’s as simple as can be. If you’re ready to embark on your PWYC ticketing model journey, partner with OTS to make the transition seamless. Book a personalized demo today to get started.