Ticket Pricing for Online and In-Person Performances


During the time of coronavirus, arts organizations are not short on plans for online content and for the resumption of live events. A critical piece of these plans is the price of a ticket, which is key to determine both your revenue and your audience’s perception of your art.

In this session, experts Jennifer Sowinski and Jamie Alexander from JCA Arts Marketing will explore how to communicate value and maximize revenue through pricing for online and in-person performances and experiences. We’ll review questions such as:

  • How do you price streamed performances and other online offerings, and how do you communicate their value to patrons?
  • How much will audiences be willing to pay for a ticket after reopening?
  • How can you make up lost revenue through pricing?

You’ll come away with basic knowledge of pricing best practices for online and offline content, and ideas for optimizing revenue and value perception through pricing.

Jamie Alexander - Associate Director, JCA Arts Marketing
Jamie leads the JCA Arts Marketing team in its efforts to increase revenue, boost attendance, and grow patron engagement for arts organizations around the country. Jamie's clients include Lyric Opera of Chicago, Kimmel Center for the Performing Arts, Kitchener-Waterloo Symphony, Segerstrom Center for the Arts, Steppenwolf Theatre Company, Oakland Museum of California, and Victory Gardens Theater. Before joining JCA, Jamie worked on the marketing staffs for Steppenwolf Theatre Company, the Denver Center for the Performing Arts, and the University of Chicago Booth School of Business where she specialized in campaign strategy, marketing analytics, and audience development.

Jamie’s previous accomplishments in the arts world include developing innovative strategies to engage new audiences. At Steppenwolf Theatre Company she was a member of a team developed to drive Millennial and Gen X engagement, and led the implementation of the highly successful Steppenwolf RED membership for twenty-somethings. 

Jennifer Sowinski -Consulting Analyst, JCA Arts Marketing
As a consultant for JCA Arts Marketing, Jennifer is passionate about data-driven decision making and has worked with a diverse set of organizations to help them leverage their data to increase revenue and grow attendance. Clients that Jennifer has worked with include the Minnesota Orchestra, Austin Opera, La Mirada Theatre Company, Cincinnati Opera, and Spoleto Festival, among many others.

Before joining JCA, Jennifer most recently worked for Woolly Mammoth Theatre Company in Washington, DC, where she focused on innovative ticketing, pricing, and audience development strategies. Jennifer earned an MA in Arts Management from George Mason University, and a BS in Chemistry and Theater from the University of Notre Dame.

Opportunities To Learn And Take Action to Maximize Your End of Year Appeals!

You can’t rely on the same messaging you use for your usual appeals! Afterall, these are not usual times. Your appeals need to reflect that if you want to connect with donors and raise money during this pandemic.

So, how do you craft a message that resonates with donors and inspires them to give during the most uncertain time in recent history?

Join us on November 18 for a virtual conversation with Ken Cerini (Cerini and Associates) and Patrick Barry (The Resource Group) as we discuss strategies for a sucessful 2020 campaign. In addition, we'll review all the ways the CARES act provides individuals and corporations increased tax incentives for charitable giving, in hopes of encouraging donations and stimulating philanthropy throughout the U.S.


Ken Cerini, CPA & Managing Partner of Cerini and Associates, LLP.
Ken is the Managing Partner of Cerini & Associates, LLP. Ken has more than 25 years of extensive audit experience in a variety of industries. In addition to his extensive audit experience, both at Ernst & Young, LLP and Cerini & Associates, Ken has been directly involved in providing audit and consulting services for nonprofits, healthcare organizations, special education providers, and school districts.


Patrick Barry, President, The Resource Group
Patrick is the President of The Resource Group, a full-service fund raising and development firm that supports not-for-profit organizations. Patrick has been in the field of philanthropy for more than 30 years and has helped organizations raise more than $2 billion. He began his career with Community Counselling Service, then worked directly for the Archdiocese of New York and Dowling College in Oakdale. In 1997, Patrick founded The Resource Group. The firm utilizes a team approach to raise funds through capital campaigns, corporate and foundation grants, annual fund campaigns, special events and major gifts initiatives. 


Thursday, May 28th - 10:00am

LIAA and The EGC Group, Long Island’s top advertising and marketing agency, welcomed the Island's diverse arts and cultural organizations to an informative and timely webinar focused on post-coronavirus marketing strategies, media opportunities and much more!

Angela MertzVP of Integrated Media
Angela has been leading EGC’s media team since 1997, directing communication planning and media buying across EGC’s client roster. Planning both nationally and locally with her team, Angela develops media strategies for most verticals including Healthcare, Retail, Packaged Goods, Real Estate and Education.

She always aims to deliver new media opportunities alongside strong traditional and digital programs, to create plans that are both effective and highly efficient in today’s evolving media landscape.

Jamie ErhardtAccount Supervisor
With over 20 years of industry experience (a decade of which has been spent at EGC), Jamie Erhardt has a passion for helping businesses meet their goals. She takes an analytical approach to solving problems, using data and insights to formulate plans and strategies for global, national and local clients. She’s incredibly dedicated to making her clients — both big and small — as successful and as profitable as possible.


Special thank you to the Long Island Community Foundation for their support of these and other professional development programs