copyright © 1998-2007
Durham Arts Council, Inc.
120 Morris Street
Durham, NC 27701
919.560.ARTS

TODAY'S ARTS MARKET:
THE BIG PICTURE

By Louise Stevens, ArtsMarket, Inc.

6. Price Sensitivity Like Never Before

We've been watching it come, like a hurricane on the horizon, for a long time. This year, finally, price sensitivity has peaked, and ticket prices are the top deterrent to more frequent arts and cultural participation. Even devoted arts participants describe ticket prices as "scary." They wonder what the difference is between non-profits and for profits when the price of admissions is the same. They bargain shop. They go to student performances and amateur events, free festivals and gallery walks rather than professional big-ticket shows. They get angry, and they figure the arts must be intended for someone else, even if they make six-figure salaries, since they can't or won't, afford it.

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