Arts Management Forums


Valuing Art in the Era of COVID-19: Ticket Pricing for Online & In-Person Performances

Wednesday, January 13, 2021 - 3pm
Registration Required - FREE

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

As Senior Manager, Jamie Alexander 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. Jamie was also an integral member of the team that implemented variable and dynamic pricing for the company.

Jamie holds and BA in Music and an MBA, both from the University of Denver.

Jennifer Sowinski
Consulting Analyst, JCA Arts Marketing

As a consultant for JCA Arts Marketing, Jennifer Sowinski 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.

JCA Arts Marketing collaborates with cultural organizations to increase revenue, boost attendance, and grow patron value. We provide consulting and software services to institutions across multiple genres, including: museums, dance companies, opera companies, performing arts centers, symphonies, and theatres.


While Long Island continues to be a vibrant center of creative activity in the arts and arts education, declining resources require stakeholders to establish new methods of working together with common purpose.

Long Island Arts Alliance (LIAA) is taking on this important work with its Arts Management Forums, which address issues, build community and share best practices in the sector. Whether its arts educators striving to build STEAM programming, individual artists seeking employment in the arts community, students seeking recognition and media coverage, or arts institutions needing innovation to fuel donor engagement, LIAA’s Arts Management Forums provide strategies for each member of the arts community to benefit from information and access.

LIAA’s Arts Management Forums held in diverse and distinct regions of the island strengthen the arts community by establishing dialog between leadership; creating an incubator for a proactive approach to sustainability and helping the entire region thrive and rise through its formidable arts and arts education resources.


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