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Rethinking the ticketing structure of teatro Nacional D. Maria II- experimenting with pay-what- you-want
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Resumo(s)
The performing arts sector in Portugal is predominantly comprised of non-profit institutions, which are driven by a dual mission: to expand access to cultural activities and to ensure long term financial sustainability. TNDM II is well-acquainted with this balance. Considering TNDM II’s return to its historic venue in Rossio an opportunity for the theatre to redesign its pricing strategy, this thesis aims to examine the viability of introducing a participative pricing model. An extensive literature review on Pay-What-You-Want models led to the development and design of a tailored participative pricing solution for TNDM II, which will be tested during the 2024-2025 season. Test results should further inform decision-making as to the suitability of this solution from 2025-2026 onwards.
Descrição
Palavras-chave
Performing arts industry Non-for-profit sector Arts’ democratization Ticketing strategy Non-for-profit marketing Customer retention Loyalty audience development Participative pricing mechanisms Pay-what-you-want Pick-your-price