Our pricing research is the first of its kind in Northern Ireland, giving us new insights into how the arts sector approaches setting ticket prices.  

So, how does our sector set ticket prices?  

The resounding answer was ‘it depends’. There’s no one-size-fits-all method to setting prices, and very little consensus among attitudes towards pricing in the sector. The overall picture painted by the research was one of a sector trying a host of different approaches to tackle that balancing act of staying financially accessible vs. keeping the doors open. Whether those approaches are working is still up for debate.  

Some key takeaways: 

• 68% of organisations  have increased their prices in the last three years. Smaller organisations (<10 employees) are more likely to have increased their prices in the last year.
• 67% said they felt more pressure to maximise income from ticketing. Only 49% have a pricing strategy.
• Participatory and Music were the highest priced artforms.
• Organisations are more likely to offer concession prices to students than to disabled audiences. 25% offer concession prices for all events. 21% don’t offer them at all.
• 81% of organisations offer free events.
• Only 43% offer family tickets. Most of those who do cover 2 adults and 2 children.
• 67% felt that setting prices too low sends a message about the quality of the event.

The research begs the question; is it time for the sector to come together and rethink our approach to pricing? Have a read and make up your own mind.

Any burning questions? E-mail aine@wewillthrive.co.uk