Premium Price Tickets

[Mala86]

Posted: 4/25/10 at 12:20pm

Hi,

I am trying to figure out if the average ticket price includes premium price tickets. I assume it does. Is that true?

Also - if there is a 2 for 1 discount or comped tickets - are the free seats counted in the calculation for average ticket price?

Thanks!

Mala

[averagebwaynut]

Posted: 4/25/10 at 12:42pm

The average ticket price is arrived at by dividing the reported gross by the reported attendance. So, for example, using the first show on BWW and Playbill's chart from last week:

"A Behanding in Spokane"
Gross: $402,160
Attendance: 5,325

$402,160 / 5,325 = $75.52 which is the Average Ticket Price as reported on the chart.

To your question, the revenue from premium seats is included in the Gross, just like any ticketing revenue, so yes, that money flows through into the Average Ticket Price calculation.

Comp tickets are now included in the Attendance figure (indeed, BWW's use of "Seats Sold" as a column header is now a misnomer) so again yes, to extent that comp tickets are issued (whether directly, or via a "2-for-1" offer), those tickets factor into the calculation as well and will negatively affect the average ticket price.

[Mala86]

Posted: 4/25/10 at 12:54pm

Thanks so much. That helps a lot.