Know neWS

Monday, Aug 18 3:13 PM

Know Theatre Announces $12 Tickets

Thanks to a partnership from the Carol Ann and Ralph V. Haile/U.S. Bank Foundation, Know Theatre of Cincinnati is proud to announce an inexpensive, flat ticket price for every show this season. The money from the ticketing sponsorship will be used to supplement the cost of regular season prices, reducing the cost of a ticket to all 08-09 mainstage performances to $12 each. The donation given by the Haile Foundation compensates for the ticket prices that were originally around $20.

Know Theatre’s Artistic Director Jason Bruffy and Managing Director, Eric Vosmeier, began exploring the ticketing initiative idea six months ago while auditioning actors at the United Professional Theatre Auditions. “We are always working to stay ahead of the curve and redefine the next trend,” says Jason Bruffy. “In this time of rising gas prices and economic recession, while other theatres are considering raising their prices, we want to position ourselves as one of the only professional theatre companies offering lower ticket prices.“

“We are hopeful that our initial support will allow the theatre to secure other community funders to continue this initiative for a total of three years,” says Eric Avner, vice president and senior program manager of economic development for the foundation. “Additionally, we believe this an unprecedented initiative for a company of Know Theatre's size, and it will attract national attention to the innovation continually being embraced by Cincinnati’s arts and culture organizations.”

After Bruffy and Vosmeier decided to look into a ticketing initiative, they discovered similar models launched by the Signature Theatre Company in New York City, and The National Theatre in London, England. Bruffy and Vosmeier learned that reduced prices resulted in a dramatic impact on the audience composition of both theatres. Signature Theatre Company, who partnered with Time Warner to help subsidize 70 percent of their current ticket prices, saw their audience grow in diversity of both age and income, specifically among audience members under 35, which grew to an unprecedented 30 percent. The number of theatre-goers with an annual household income of less than $50,000 also grew by 25 percent with many of these audiences attending for the first time. This was significant jump according to the League of American Theatre’s and Producer’s who report that the average audience member is 46 years old and makes approximately $106,000 annually.

Know Theatre is expecting similar results by offering lower ticket prices to the 2008-09 season performances to a wider range of potential audience members. Vosmeier says audience accessibility has always remained a priority for Know Theatre, and the ticketing initiative reinforces this belief. “A couple with children can easily spend up to $200 or more for a night out. That includes a babysitter, gas, parking, a nice dinner and a show. Know Theatre’s new ticketing pricing will allow the same night together for about half the cost.”

Know Theatre of Cincinnati’s Board President, Jeff Syroney echoes their sentiments. “Innovation and accessibility are at the heart of Know Theatre’s mission and culture,” says Syroney. “The nature of the way Americans seek out their entertainment options continues to change. Know Theatre is committed to strategically keeping pace with changing trends with initiatives like this that provides our current and potential audiences with the most affordable professional entertainment option in Cincinnati.”

The Haile Foundation’s investment is an affirmation to that spirit of innovation and accessibility. “We were also interested by the theatre’s ten-year history of incremental growth, and how the theatre continues to demonstrate its long-term commitment to increasing its impact and role in the community,” says Avner.

The ticketing initiative takes effect immediately with Know Theatre’s subscription campaign for the 2008-09 season with a flexible subscription costing only $84. Reduced single tickets will go on sale Aug. 22 in time for the company’s much anticipated season opener, Reefer Madness: The Musical on Sept. 20. For more information or to order tickets, please call (513) 300-5669 (KNOW) or visit knowtheatre.com.

The Carol Ann and Ralph V. Haile Jr./U.S. Bank Foundation is a private family foundation with a unique bank partnership. Its mission is to enhance the quality of life in Greater Cincinnati, concentrating its efforts and resources on economic development, arts and culture, education, and human services. The Foundation's work is designed to have the largest possible impact towards a strong and vibrant community, and to honor the legacies of Carol Ann and Ralph V. Haile Jr. Over the coming years, the Foundation anticipates supporting a limited number of innovative cultural initiatives that focus on long-term sustainability.

Know Theatre of Cincinnati creates explosive and provocative live entertainment. With a focus on providing opportunity to artists and audiences diverse backgrounds, Know Theatre pushes the boundaries of contemporary performing arts, through relevancy, technology and accessibility. Know Theatre of Cincinnati is dedicated to reinventing Theatre for a modern audience.