Your recital is likely your largest production during the calendar year, and often can be a deciding factor whether or not parents will return with their children for the following year. Pricing your dance recital tickets correctly is an extremely crucial part of planning.
Editor’s note: This article was originally published January 21, 2015. It has been updated with current data as of February 2017.
First, decide your goal.
Are you just trying to cover production costs? Will your recital profits provide some financial cushion for the slow summer months? Are proceeds going to charity? Beginning with the end in mind will help you not only make decisions about the production, but will ultimately help you arrive at a price point that helps you achieve your objectives.
Next, figure out your cost.
Consider all of the cost drivers for the typical recital production. There’s auditorium rental (plus rehearsal), lights, sound, music mixing and licenses, security, insurance, staff payroll, tickets and programs, just to name a few.
Finally, do the math.
Use the simple formula:
Ticket Price = (desired profit + cost) / (Tickets per student x Number of students )
If you’re unsure about how many tickets per student, work with the average. In 2016, our studio clients sold about 3 dance recital tickets per student enrolled.
What do others charge?
At TutuTix, we know a lot about dance recital ticketing. Working with over 1,100 studios in the US, we’ve sold over $36 million dollars’ worth of dance recital tickets since we were founded in 2010, including $10 million in the spring of 2016 alone. Here are some interesting stats:
The average price for dance recital tickets in the US in 2016 was $13.74.
In 2016, the average studio sold more than $11,000 worth of tickets per recital season, and more than $4,600 per event (performance).
The most popular prices are $10 (21%), $15 (20%), $12 (15%), and $20 (10%), collectively, and account for more than 66% of all sales.
Can you charge more?
Apart from the overwhelming popularity of these prices, there is no identifiable correlation between ticket price and number of sales, which means that sales DO NOT SUFFER when tickets are priced higher. Further, there is no correlation between price and whether the ticket sold in advance versus at the door, meaning sales aren’t even delayed when tickets are priced higher.
There ARE compelling differences between tickets sold as general admission and those sold as reserved. Ticket buyers are willing to pay a premium for reserved seating, with reserved seats selling for an average of $14.03, over just $10.80 for general admission–an almost 30% difference! Check out our article on reserved seating here for even more in-depth information.
Need more information?
Our dance recital ticketing experts have helped hundreds of dance studios price, sell, and distribute their recital tickets. To request a professional consultation please contact us.
TutuTix ships a complimentary Door Ticket Kit to all qualifying clients. This kit includes all you need to sell tickets at the door. Below, we’ve included some instructional videos and whitepapers to help you understand how to use your Door Ticket Kit.
It’s always a good idea to let your ticket buyers know what to expect during the ticket purchase process, especially if this is your first time going online. Below are some resources to help you with this process.
Use your “CUSTOM LINK” The TutuTix Support team will provide you with a CUSTOM LINK for your studio. This link will be yours as long as you are a client of TutuTix. Use this link to direct your ticket buyers to a page that features only YOUR events. This will be a better experience for your ticket buyers.
The actual text of the template letter is below as well, for your convenience:
****** BEGIN LETTER******
I have some very exciting news! This year, we’re working with a company called TutuTix to make it easier for you to purchase recital tickets. Gone are the days of coming down to the studio, waiting in line, and spending your valuable time purchasing tickets. NOW, you’ll be able to do it from the convenience of your own living room, office, or wherever you are.
At that time, you can purchase tickets by any of the following ways:
Go to our special TutuTix page on your computer, tablet, or smart phone at ENTER YOUR CUSTOM TUTUTIX PAGE LINK HERE
Go to our Facebook Fan Page and click the “Buy Tickets” tab at the top, or
Just call 855-222-2TIX (2849)
Ticket prices will be: ENTER YOUR TICKET PRICES HERE
Note that you will need a credit or debit card to buy tickets, and that tickets will be sold on a first come, first served basis. So, buy early to get better seats!
TutuTix charges a low, fair fee for their service. You’ll see their $1 per ticket fee, plus 5% processing charge added to your order at checkout.
You’ll have several options for how you want your ticket delivered. You can have it emailed to you, sent to your mobile phone internet browser, and even add it to your Apple Passbook (if you have the latest iPhone software) at no charge! Or, you can choose to have TutuTix mail you foil-embossed keepsake tickets for an additional fee– with your dancer’s name printed directly on the ticket!
I know this is a new process for us, and I appreciate your patience and feedback as we work through this change. Please let me know what you think.
****** END LETTER******
“Buying Tickets on TutuTix” Video
This video walks ticket buyers through the process of buying tickets with TutuTix. Send them this link:
The dance recital is the most important moment in the year. Is your method of dance recital ticket sales helping you make the most of the experience?
The Old Way
Studio owners and staff spend hours preparing seating charts, printing tickets, manning the ticket sales table, and processing refunds and exchanges.
Parents have to come to the studio at prescribed days and times, and may not even be able to pay with a credit card.
Studio owners have to deal with difficult or unhappy parents who feel they should get specific seats.
In a studio with 200 students, you could have 200 parents wait 4 hours in line on ticket day. That’s 800 hours of lost productivity and leisure time!
The average studio sells $16,000 in tickets per year, typically accumulating large amounts of cash that need to be secured and deposited.
Studio owners save time and money. Just send TutuTix your seating chart and we’ll take care of the rest!
Parents save time. A ticket purchase takes 5 minutes. Who doesn’t want their Saturday back?
It’s convenient. With TutuTix, parents can buy anytime online, via phone, or even directly from your studio’s Facebook page! This convenience is important – the percentage of people who expect to buy tickets online has doubled in the past 3 years.*
It’s secure. Parents pay securely online or over the phone, and funds are deposited weekly into your studio’s account.
It’s fair. All parents have an equal shot at choosing their preferred seats with TutuTix’s interactive seating chart. TutuTix can even handle special pre-sales for specific groups or help you tie ticket purchases to a student’s account status.
Find out how we can bring the “happy” to ticket sales for you and your dance parents. Request more information about TutuTix today.
Can you imagine the following? A house builder works for nine months with clients to build a beautiful family home. The builder communicates and plans; hiring subcontractors, building walls, insuring the project, financing the materials and making the finishing touches just right. The builder takes draws from the clients for expenses along the way, but when it comes time to deliver the final product and hand over the keys, he takes a pass on getting paid for the last weeks of work.
This would never happen in the “real world,” but in “our world,” it happens all too often.
Studio owners put nine months of work into building a beautiful product and then fail to take it to the finish line from a business perspective.
If you are looking for dance recital ideas to produce a dance recital that pays you for your time and effort, keep reading!
The “Expert Advice from Misty Lown” series is brought to you by More Than Just Great Dancing™ and TutuTix.
Starting today, studios that use our service to sell their recital or performance tickets online and through our call center are eligible to receive their printed “door tickets” free of charge.
Yes, you read that right: FREE RECITAL TICKETS!
For those of you not “in the know” (if you haven’t used our service for dance recital ticketing before), here’s how we work:
Just make a quick call or fill out our online form to get started. Email us a seating chart and event image, along with your event details and ticket prices.
At your desired onsale date and time, your patrons can visit your own page on TutuTix.com or call our toll-free call center at 855.222.2TIX and buy tickets. We can deliver them via mail or email directly to the ticket buyers. Ticket buyers pay a small fee to cover the cost of our service.
A few days before your event, we ship you printed tickets corresponding to whatever seats haven’t sold. As long as you’ve sold at least 25 tickets in advance online or via our call center, those printed tickets, including shipping, are FREE!
And they’re pretty gorgeous tickets. Check ‘em out: full color, foil embossed, barcoded, and customized with your studio name and event info. For events with reserved seating, the tickets also feature section, row, and seat numbers.
Last spring alone, we helped more than 500 dance studios sell over half a million tickets, and shipped over 100,000 printed tickets to them for door sales. We know how important those tickets are to studio owners, and that’s why we’ve made this change. Now you can save the cost of having printed tickets on hand for day-of sales. In fact, with this change, studio owners can now use TutuTix at NO COST.
So what are you waiting for? Give us a call at 855-222-2849 or email today, and we’ll get you started!