by Tara Morgan
Confession: Today, I feel a bit like President George H.W. Bush did standing dumbfounded in front of a grocery scanner in 1992. Amazed, and totally out of touch.
As I was searching through Boise Contemporary Theater’s online ticketing calendar fact-checking prices for their latest production, Tru (check tomorrow's issue of Boise Weekly for a review of the performance), I realized something strange was going on. Ticket prices are different for every single performance.
BCT Managing Director Helene Peterson explained it like this:
“We wanted to be able to continue to offer a lower-price ticket. Tickets start at $15, however once 25 percent of the house is sold, then it goes up in increments of $2 for every 5 percent of the house sold after that,” said Peterson. “Basically, if people buy early, there’s more opportunity for people to have a greater range of evenings to choose from at a lower price.”
This sound familiar? According to Peterson, this idea is loosely based on a familiar pricing model from an unrelated industry.
“It’s modeled after a little bit of the airline industry because as you get closer and closer to the departure date, the ticket prices go up as those lower prices seats are sold,” said Peterson. “With our transfer over to this new ticketing system and being able to sell our own tickets online, it’s made a huge difference in us being able to do this dynamic pricing system.”
Click here to snag your tickets to Tru before they go up.