Marketing in a Recession

While Chris questions holding the line on pricing, I worry about the consequences of NOT doing so. Cruise lines are offering cabin upgrades, hotels are offering one or more free nights after the purchase of a minimal stay, and car dealers are giving deep discounts and many perks for purchasing a car. I think symphony orchestras cannot afford to expect subscribers and ticket purchasers to pay “full boat” for tickets to concerts. In this environment it is better for orchestras to play to full houses than to sell fewer tickets at full price. We need to build audiences for the future, and introduce new patrons who may become new subscribers to our concerts. I don’t think any art form, or for that matter any business, is recession- resistant.