Results and observations from my 2016 entertainment survey of women.
If you have any questions or suggestions, please feel free to Contact Me.
With the exception of women over the age of 60, two distinct groups emerged:
1. Women who regularly view entertainment outside of their home: typically movies. For those patrons, pricing was a major consideration. In most markets, $10 was the maximum price per ticket that they were willing to pay (Reference | Charts 1, 2, and 3).
2. For women who were less frequent patrons of entertainment outside of their home (Reference | Chart 3), they selected special events: primarily concerts (Reference | Chart 1). It wasn’t surprising that money was less of an issue, with the majority of women stating that they’d pay in excess of $50 per ticket.
Depending on the frequency of patronage, pricing could be an important factor. As an entertainment provider, would you rather provide the same audience with different content on a weekly basis for $10 or a different audience a new event on a less frequent basis when money is less of a concern?
More importantly, can you find content providers and create a business model that combines the best of both worlds: different content on a weekly basis attended by a different weekly audience?
The benefit of this model: A much more diversified and larger overall audience that is more recession- proof. This model also leads to much greater word-of-mouth advertising for your content and venue: the most effective form of advertising. And, it may lead to potentially higher profit margins depending on the content you choose to provide.
One Last Word
While pricing was important for a frequent entertainment patron, a high quality venue (Examples: Good quality service, cleanliness, safe, easy-to-find, and available parking) and unique stories came in 2nd and 3rd place (Reference | Chart 2).
- As an entertainment venue owner, does your venue measure up?
- As an artist, does your content measure up?
Photography by Vidar Nordli Mathisen