Predicting your ticket sales

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Valentina Maxwell-Tansley

Some Hollywood companies use geospatial modelling to predict ticket sales but there are simpler techniques for calculating your likely audience.

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Anyone who has had the responsibility for selling tickets to any kind of arts performance or event knows how hard it can be to accurately predict how many tickets you think you can sell. The challenge in projecting ticket sales is balancing what is realistic and likely with your ambitions. And that means not setting the target low so you can achieve it easily, or setting high revenue targets so they look good on paper (but are really questionable). Your organisation may have expectations for certain levels of ticket sales, so you need to know if these are achievable.

The notion of forecasting sales is common across all businesses, but in the performing arts there can be a large number of variables which make predicting ticket sales a complex area.

About the author

 Valentina Maxwell-Tansley is a professional Arts Manager who writes the Managing Arts blog.