Are Caribbean concert pricing themselves out of the game?
Did you know the average pricing on a caribbean concert /stageshow is approximately 50-70% higher than attending other genres of events?
A comparable concert concert/stage showcasing 20 or so named Hip Hop artiste will have ticket prices ranging $15 and up, while a Caribbean event showcasing only one artist i.e Everton Blender cost upwards of $30.
There are even disparities among pricing structures within the Houston Caribbean Community , a Dominican or a Virgin Island Event very often ticket prices range around $10 while Events which showcases Trinidadian or Jamaican Artistes tend to command higher ticket prices of $30 and up
How many of you remember Global Jam?, a major Caribbean event held in Houston some two years ago, which showcased a host of top named Reggae/Dancehall artistes .i.e Shaggy ,Beenie Man , Marcia Griffiths, Cocoa tea to name few. Ticket sales were significantly below expected, attendance to this event was dismal. This was atributed to the fact ticket prices were set at $70 dollars.
It is well understood, the Caribbean community in the United States is largely a population of mostly immigrants who are not known to have a lot of disposable income, which does dictates attendance levels at these events.
It is also well known that those events which command less per ticket price is often well attended and these start much earlier times than those events which start much later. Which means some patrons are even getting a better value for the dollar wile they spend a lot less.
With such a wide range in pricing among these events why are some promoters able to do well economically while commanding much less in ticket prices than others?
What drives the cost/pricing structure of ticket prices for these shows?
That equation has to be in your favor as a promoter or you will lose. Shows that are kept late night hours at a smaller venue like a hall are limited by the capacity of the hall plus the time of the performance therefore will not have a huge turnout on the order of several thousand which allow ticket prices to be lower, like in the $20 range. The smaller your crowd is then the more the ticket prices will have to be to offset expenses. The JAGA Reggae Festival in Galveston, now in year 4, hosted by the Jamaica Foundation of Houston of which I am a member, will feature at least 4 internationally known reggae stars and plenty of local reggae bands throughout the city and state. The outdoor venue will hold 8 to 10 thousand patrons at a time therefore we can afford to set ticket prices at a pre-sale cost of $20. In summary, it's a volume and numbers game. More often than not, that's the issue.
FYI, here's the info on #JAGAFEST !!
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