In response to the previous comments, I do have to stick up for Britt’s current practices and say that I think eliminating “borderline” type performances is the wrong direction to take things, as would be eliminating opening acts. Part of what makes Britt unique and special are the performances by lesser known or non-blockbuster acts. That has always been a part of Britt’s history and I think it would be a detriment to the long-term mission of the organization to whittle its programming down to only those shows that will sell the most tickets. All arts organizations struggle with the balance between shows that sell well and shows that exhibit a high level of artistic integrity. Unfortunately, it’s not often enough that acts meet both of those criteria. As a non-profit organization committed to bringing the best of the performing arts to the Rogue Valley I think that Britt has done an exceptional job of striking that balance. Furthermore, the highest artist fees and production costs are often associated with the largest shows, so programming that focuses primarily on blockbusters will not necessarily have a positive effect on the bottom line.
In terms of opening acts, while they are not often the primary draw for patrons, openers provide a critical role for most arts organizations in that they create a natural break in the evening when ticket buyers visit concessions and merchandise booths – important sources of income for any concert venue. Additionally, it is a value-added benefit to patrons, creating a longer evening at relatively little cost to the venue.
I think the idea of discount programs and subscription services are always a good option to consider, although tricky to implement and I’m not sure that they would provide substantive benefits to Britt’s income.
I do believe that Britt’s assessment of the shortfall in income is in line with nonprofit arts organizations across the country, all of which have been hit with extreme increases in artist fees to cover higher touring costs. Any arts organization that generates at least 60% of its operating costs from earned income is healthy and normal. Raising ticket prices to reflect the true cost of producing shows would contradict the mission of the organization and, equally damaging, would likely result in declining ticket sales and consequently declines in earned income.
Thanks, Rachel Kramer Former Britt Employee, currently with Wolf Trap Foundation for the Performing Arts
