Are we too cheap?

Setting ticket prices is a perennial problem for theatre companies. Community theatres in particular rely on return trade that they are reluctant to upset by bumping up ticket prices. Community theatres are keenly aware that affordability and value for money are significant factors in keeping an audience coming back for more.The last 12 months have seen some major community theatre companies recording annual losses in excess of a few thousand dollars. Is this due to mis-management, declining audiences, poor publicity or is it that our ticket prices are dimply too cheap?When did your company last put up it's ticket prices? How much was the rise? How did your audience respond? If you are using a shared venue, do you know how your prices compare with other groups using the same venue? What price rises has your company had to contend with in the last 12 months? Two years? Five years?I feel sure that many companies are suffering because they are attempting to absorb rising costs without putting up ticket prices. More insidious still, i know that many companies are finding that they are having to pay for facilities and services that were previously made freely available for community use. How long before your company is going to have to charge cast members $2 per night to cover the cost of your rehearsal space?I recently had the opportunity to look at the financial records of a community theatre company working in Perth in the 50-60's. The vast majority of their budgeted expenditure was on the staple items - props, costumes and set. How many companies now find they spend more on rehearsal space, performance rights, venue hire and paid publicity?Well-made plays well-acted on well-made sets with gorgeous costumes and intricate props were a trademark of community theatre until only a very few years ago. How many clubs now find they are running out of corners to cut? How often have we heard the phrase "minimalist set" used as a synonym for "we can't afford one"? How much of our audience has left us for the extravagence of towering barricades and crashing chandeliers?I earnestly believe that, if they are to survive, community theatre companies are going to have to charge substantially more for their tickets and look very seriously at opportunities for value adding, retargetting and repackaging their product. We'll need to start thinking about adding $5 to the ticket price and giving away programs, complimentary tea & coffee, free sherry and champagne and if you are doing all of these already then Tim Tams with the bikkies at interval. Better still, look closely at repackaging yourself as a "community" company and supplying home baked cakes and pikelets instead!*steps off soapbox*It must be someone else's turn :)CheersGrant