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Ticket purchase planning: How far in advance of a live performance do people plan their attendance?
Other than subscribers, who purchase tickets for the season well in advance, more than half of arts consumers typically plan their live performance attendance within 10 days of the event, and three quarters typically plan within several weeks of the event. Arts consumers who are single are 30% more likely than their married counterparts to plan late (i.e. within a week of the event).
Source: National Arts Consumer Segmentation Study, 2001, Audience Insight, LLC.
As subscriptions decline and single ticket purchases become more attractive for an ever-growing segment of the population, it is necessary for arts marketers to design offers that appeal to the infrequent, last-minute ticket buyer. Although arts marketers prefer selling tickets well in advance, the reality is that they must capitalize on the preferences of potential ticket buyers or they will lose the sales all together. (Many strategies for accomplishing this can be found in Arts Marketing Insights).