NEA report on nonprofit theatres

The National Endowment for the Arts released a study of the nation's nonprofit theatres a few weeks ago.  All America's a Stage: Growth and Challenges in Nonprofit Theatre looks at the period between 1990 and 2005, when the number of these theatres doubled.

No doubt the study's look at performance during and following recessions will get the most interest.  The study reports that, after the 2001 downturn, revenues fell 12 percent for 2002.

For me, that made their findings on increasing ticket prices even more interesting.  The report included statistical models that predict increasing low end ticket prices by as much as 20% would have little impact on attendance.  The models resulted in an attendance downturn of less than 2% when ticket prices increase.

It seems counterintuitive to raise prices in a down economy.  But I'm sure more than a few general managers, executive directors and the like will give some thought to the numbers in this report.  I'll be asking for a little more info on the models they used.

You can read more about the report from the NEA or download it here

and make your own conclusions.