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.
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 Biggest Expense – Producing a profitable program starts well before the show begins. When I ask studio owners what their biggest recital expense is, they will inevitably say “theater rental.” WRONG. Your biggest expense (and easiest expense to control) is most likely costume purchases. Control expenses by working with one trusted vendor. I moved 98% of my costume order to Curtain Call this year. By working with one costume house, I earned better volume discounts, consistent ships dates and a dedicated Customer Relationship Manager—which saved me time and costly returns.
Tickets – When was the last time you went to the movies for free? Oh, you didn’t? That’s because they’re not free and neither is renting a theater and putting on a recital.☺ Calculate your appropriate ticket price point by taking time to truly count the cost of all expenses associated with show production including, but not limited to, facility rental, dressing room rental, rehearsal space rental, lighting design, microphones, headsets, tech crew, sound crew, housemen, ushers, music editing, props, faculty time and insurance.
Keepsake Program Books – Part 1 – Are you producing a high quality recital program book? If not, you are missing out on a chance to not only elevate the professionalism of your show, but also to create an additional stream of revenue before the dry summer months hit. The first year I produced a Keepsake Program Book, I called the show “My Hometown.” We dedicated the dances to local businesses and then used the dedication as a reason to ask them to place a congratulatory ad for the dancers. We sold a little over 30 ads the first year and now sell 80-90 ads on a yearly basis
Keepsake Program Books – Part 2 – Businesses aren’t the only ones interested in placing ads in the program book. Take advantage of your professional publication to encourage families to celebrate the accomplishments of their dancers and graduating seniors by placing “Brava!” ads.
Commemorative Merchandise – The possibilities for commemorative merchandise are endless. We partner with a local florist to provide flowers. Our biggest seller is a branded recital t-shirt complete with every dancer’s name on the back. The students bring sharpies and sign each other’s shirts after the show. Many of our More Than Just Great DancingTM affiliate studios offer an even broader assortment of commemorative items at their shows including recital bears, bondi bands, sweatshirts, picture frames, bracelets, charms, water bottles, parent gear and more.
Memory Makers – Dance is the only art that disappears as soon as you create it. Make the celebration last by providing quality photography and videography opportunities for your families. Partner with local vendors to trade services or profit share. Or, take it a step further by investing in the equipment and training to provide the service yourself.
Most Importantly… Most importantly, a professional, positive recital experience for families is your best promotion for summer and fall enrollment—the lifeblood of your business. The time, energy and planning you put into your show will pay you dividends for months to come.
The “Expert Advice from Misty Lown” series is brought to you by More Than Just Great Dancing™ and TutuTix.