As we begin the 2022-23 arts and cultural season in Central Florida, let’s consider the season ticket — beloved by arts groups and patrons alike.
Why does the season ticket, or subscription, hold such appeal to arts organizations?
Well, there are practical reasons for presenters. When a subscriber purchases a season ticket early, the arts entity has some money in its pocket, so to speak, to help fund its first show. The number of season tickets sold also helps an organization estimate what overall attendance will be so it can plan accordingly.
Subscribers generally also benefit from buying season tickets. Many offer the ability to lock in your seats for every show, as with the touring Broadway productions at the Dr. Phillips Center for the Performing Arts. Often, there’s a substantial per-show discount offered when buying a season ticket. Some organizations give season ticket holders the flexibility to change what day they come. At the Winter Park Playhouse, which in a typical year sells out nearly all its performances, a season ticket may be the only way to guarantee a seat.
There are other benefits, as well.
“For theaters, subscribers are the best marketers. They are typically people and families that not only love the upcoming season, but love the theater itself,” says Douglas Love-Ramos, managing director of Orlando Shakes. “And that love transfers into word-of-mouth publicity, which can lead to ticket sales.”
Audience members enjoy perks, too.
“From the subscriber point of view, it’s the best way to see performances at any theater,” Love-Ramos says. “Subscribers at Orlando Shakes get the best seats and the best deals, as well as invitations to subscriber-only events. It’s really a win-win for everyone.”
This year, Orlando Shakes added a second season ticket to its traditional subscription for its plays: Its cabaret series, which opened this month with a performance by Michael Andrew and Swingerhead, also has a multi-concert ticket.
Already about 20% of tickets sold for cabaret performances are from season subscriptions, according to the theater.
That’s just one of the new season ticket options in town. Classical-music lovers can buy a subscription to the Dr. Phillips Center’s new visiting-orchestra series, which includes performances from the Chicago Symphony Orchestra, Philadelphia Orchestra and Cleveland Orchestra.
Timucua Arts Foundation added a season ticket for its new series of guitar concerts, which started this month. And Creative City Project unveiled a full season of eclectic events for 2022-23 that came with a subscription package.
Executive director Heide Evans says the new season ticket will help the organization expand its audience, starting with its most loyal fans.
“Our season subscription holders are dedicated patrons of Creative City Project, and as our organization grows with seasonal offerings we want our audience to grow with us,” she says. “We’re thrilled at the response that we’ve received thus far and will continue to offer season subscriptions in the future.”
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