What happens when you raise or lower prices?

There was a debate waging on the boards last week about whether or not ticket prices for the theater should go up, down, sideways, or—to quote one of my favorite movies, which is soon to be a musical–slantways, and longways and backways (anyone?), in order to promote accessibility to more audiences.

One thing I think everyone can agree on . . . we all want ticket prices to go down.

That said, there are two axioms I live by in terms of pricing that I thought I would pass on to you.  While I certainly could fill up blog page after blog page on pricing, when it comes to pricing your show, there are two things you should know:

1.  Lowering your prices doesn’t mean more people will come.

2.  Raising your prices doesn’t mean less people will come.

In the luxury consumer goods market (which is what we are, whether we like it or not), it’s about product first and then price.



I’ll admit it. I love Daughtry. But not for the reason you think.

Daughtry is one of the most successful American Idol contestants to date.

And he (and his publicity peeps) are also some of the smartest.

Actually, what I’m about to describe ain’t brain surgery.  It’s pretty simple, actually, yet so many Producers in so many industries don’t take it into account when releasing a new product.

It’s called . . . ti . . . timing.

Guess what Daughtry’s new single is called?

I’ll give you a hint.  What month comes after August, before October, and starts this Wednesday?

That’s right, back-to-schoolers.  It’s called “September,” and the song is a slow jam that captures the end-of-summer blues perfectly.

The song is on Daughtry’s 2009 album Leave This Town, but “September” wasn’t released as a single until this June, which gave it just enough time to ramp up to the charts by mid-July, and now peak with serious radio play just two days away from the song’s namesake.

And if you don’t think that this release was planned like, well, brain surgery, then I’ve got a show for you to invest in that involves a murdering moose.

Releasing a product, or debuting a show, is not like investing in the stock market.  We should time our market.  We already have data that suggests when your best chances for a Tony nom are, right?  There are, no doubt, specific times of the year when your show will attract a wider audience.

It’s up to you to determine the right time for your show.  It may not be as obvious as opening Elf around Xmas, or releasing “September” around September, so make sure you spend some time trying to get into your audience’s specific frame of mind.

And then pray there’s a theater available at the same time.

Oh, and I do really like Daughtry.  He’s a cool version of Nickelback, so what’s not to like?  Come on, watch this video below.  Tell me it’s not a good song.

Now, if only he’d write a musical . . .

How To Get Your Show Off The Ground – The Seminar!

I get a lot of emails from people with a lot of the same questions about shows that they are writing, shows that they are producing, shows that they are planning, and so on.  Everyone wants to know what it takes to get their show off the ground!

I can totally relate to where you’re all coming from.  Several of my shows were originally just thoughts in my head.  I had to figure out how to get these thoughts out of my head, onto paper and then onto the stage (you wouldn’t even believe how hard it was to breathe life into the Altar Boyz).

Unfortunately, I can’t answer all of the emails as extensively as I’d like.  And when I do, I usually end up thinking, “Boy, I bet there are a whole bunch of other people that would be interested in this answer as well.”

So, for all of these reasons, I’ve decided to go off-line and hold a seminar, entitled:


On January 23rd, from 10a – 6p, I’m inviting only 20 people to join me at Theatre Row for an intensive and individualized seminar designed to help you get to the next level with your project.

Topics that I’m sure we’ll discuss:

– How to find funding and investors
– How to market with no money
– How to pick a performance space
– How to find a director, composer, etc.
– How to create a budget

Here’s the cool part.  This is not going to be one of those lame-ass boring seminars where I just talk all day.  I’ve limited it to only twenty people to insure that everyone gets personal attention.  Here’s how it will work:

Each attendee will get a minimum of 15-20 minutes of time to ask questions and discuss their project with me.  You can ask whatever you want, about whatever stage your project is in.  Together we’ll come up with ways to get you to the next step.

Everyone else gets to listen to this discussion, giving us all an opportunity to learn from everyone else’s issues.

It’ll be an exclusive think tank of creative producers, writers, etc. who are dedicated to their show and the process of what we do.

And without a doubt, I guarantee that all attendees will be in a better place with your projects after the seminar.

Here are the details:

Saturday, January 23rd.
10 AM – 6 PM (1 hour break for lunch)
Theatre Row
410 West 42nd St., NYC.
Cost $350/person.

To reserve your spot, click the Pay Pal button below.

Oh, and I mean it when I used the word “guarantee.”  Not happy?  I’ll give you your money back with no questions asked.

FYI, I’m announcing this on my blog before I announce it anywhere else, because I want all of my readers to get this opportunity first.  In order to make sure that everyone gets the individual attention that makes this seminar special, I had to limit it to only 20 people.  The spots will go fast.  A press release goes out 24 hours after this blog gets posted, so reserve today!

See you at the seminar!  It’s going to be fun.


The January 23 Seminar is sold out.

If you’d like to be put on our waiting list, please email my
assistant, Melissa, at melissa@davenporttheatrical.com.
The wait list is on a first-come-first-served basis, so make sure you email


Looking for the next Get Your Show Off The Ground seminar?  Click here for the next seminar and book today.