The idea is to get people to become fans of the venue so they want to come back, versus, “Oh, we can make an extra $4 if we charge them this fee at the box office.”
There’s a common misconception when you’re running a club that more is always better. More shows + higher ticket prices + ticketing fees + higher drink prices = more money, right?
The idea is that once someone has come into your venue they’re yours – stuck there for the three to five hours from when doors open until the show ends. A few clubs even charge ticket fees even when you schlep to the box office. A beer that was $4 a few years ago is now $7 and so on…
But what if you flip the script?
What if you book less shows, but they’re all quality shows? Wouldn’t your club is known for good music? And wouldn’t that help create a scene around your venue?
What if you kept ticket prices low so that more people could come? Wouldn’t the number of tickets you sold in a year increase?
And once the fans are there, what if you treated them not just like bodies in the room, but actual music fans? What if you made it comfortable for them to see the shows? What if your venue had good sound, good sight lines, and room to move around? What if you hired staff who are music fans too so they actually know what it’s like to go to shows? What if you started shows at reasonable hours and ended in time for them to take public transportation home? What if you offered free water so they could hydrate? And what if you offered late-night food options to help soak up the beer?
What if you treated your guests as fans not consumers? What if you made the entire concert-going experience more fan-friendly?