Valuing Art in the Era of COVID-19: Ticket Pricing for Online & In-Person Performances

Recorded On: 12/08/2020


Jamie Alexander, JCA Arts Marketing
Jennifer Sowinski, JCA Arts Marketing 
Mark Cardwell, Ohio Marketing Association

About this Session

During the time of the coronavirus, theaters are not short on plans for online content (for the short-term) and for eventually reopening their doors (for the long-term). A critical piece of these plans is the price of a ticket, which is key to determining both your revenue and your audience’s perception of your art. In this session, experts Jennifer Sowinski and Jamie Alexander from JCA Arts Marketing will explore how to communicate value and maximize revenue through pricing for online and in-person performances. They’ll review questions such as: How do you price streamed performances and other online offerings, and how do you communicate their value to patrons? How much will audiences be willing to pay for a theater ticket after reopening? How can you make up lost revenue through pricing? Attendees will come away with basic knowledge of pricing best practices for online and offline content and ideas for optimizing revenue and value perception through pricing.


This session is a part of the 2020 National Arts Marketing Project Conference.

Jamie Alexander

Senior Manager, JCA Arts Marketing

As Senior Manager, Jamie Alexander leads the JCA Arts Marketing team in its efforts to increase revenue, boost attendance, and grow patron engagement for arts organizations around the country. Jamie's clients include Lyric Opera of Chicago, Kimmel Center for the Performing Arts, Kitchener-Waterloo Symphony, Segerstrom Center for the Arts, Steppenwolf Theatre Company, Oakland Museum of California, and Victory Gardens Theater.


Before joining JCA, Jamie worked on the marketing staffs for Steppenwolf Theatre Company, the Denver Center for the Performing Arts, and the University of Chicago Booth School of Business where she specialized in campaign strategy, marketing analytics, and audience development.


Jamie’s previous accomplishments in the arts world include developing innovative strategies to engage new audiences. At Steppenwolf Theatre Company she was a member of a team developed to drive Millennial and Gen X engagement, and led the implementation of the highly successful Steppenwolf RED membership for twenty-somethings. Jamie was also an integral member of the team that implemented variable and dynamic pricing for the company.


Jamie holds and BA in Music and an MBA, both from the University of Denver.


Mark Cardwell

Executive Director, Ohio Marketing Association

Mark Cardwell is the principal consultant for Cardwell Communications, a full-service marketing consultancy as well as the founder of the Ohio Marketing Association(OMA). OMA is a nonprofit association dedicated to professional development and networking opportunities for Ohio marketing practitioners. A distinctive mission of OMA is to strengthen nonprofit impact through marketing education. 

Mark is a member of the Ohio Association of Nonprofit Organizations and serves as a member of its council of consultants.

Mark is a member of the Americans for the Arts; National Arts Marketing Project Steering Committee. Mark is currently on faculty with the Americans for the Arts project ARTS U as well as a board member for Indiana based non profit, multi-store retailer Global Gifts.

Mark has 20 + years of experience in arts marketing, operational leadership, executive level management, media sales and communications. 

Mark has a long history of board level community service and has been recognized for his work with local and national awards.

Mark is also an artist and holds a Bachelor of Fine Arts from the Columbus College of Art and Design.

Jennifer Sowinski

Consulting Analyst, JCA Arts Marketing

As a consultant for JCA Arts Marketing, Jennifer Sowinski is passionate about data-driven decision making and has worked with a diverse set of organizations to help them leverage their data to increase revenue and grow attendance. Clients that Jennifer has worked with include the Minnesota Orchestra, Austin Opera, La Mirada Theatre Company, Cincinnati Opera, and Spoleto Festival, among many others.

Before joining JCA, Jennifer most recently worked for Woolly Mammoth Theatre Company in Washington, DC, where she focused on innovative ticketing, pricing, and audience development strategies. Jennifer earned an MA in Arts Management from George Mason University, and a BS in Chemistry and Theater from the University of Notre Dame.


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Valuing Art in the Era of COVID-19: Ticket Pricing for Online & In-Person Performances
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