Vermont Stage creates ‘Pick Your Price’ ticket model to boost sales

BURLINGTON, Vt. (WCAX) - In a recent effort to boost live theater attendance after taking a hit from the pandemic, Vermont Stage created a “Pick Your Price” ticket model to make tickets more accessible. Vermont Stage says prices range anywhere between $30 to around $60. There are three different price tiers: any entry-level price of $34, a mid-range price of $44 and then a higher-end price of $64 for folks who want to help subsidize the cost of tickets for other people.

“So, essentially with this broad-spectrum people can really decide for themselves,” said Cristina Alicea, the producing artistic director for Vermont Stage.

Alicea says the range of people who are attending shows is diverse, from the younger to the older generation. But, she says nationally, theaters are still struggling to fill their houses.

“There’s something that comes alive in you, as well as the actors when they’re seeing something that feels like almost magic happening on stage,” Alicea said.

Although theater is still recovering from the pandemic, Vermont Stage actors say it’s important to have a real theater experience.

“One of the main reasons that theater is so important right now is the live aspect to it. There is something truly special about no filter between the story or experience that you’re watching and you as a viewer, it’s just something that cannot be recreated anywhere,” said Connor Kendall of Shelburne.

“You know people next to you breathing, listening, you’re hearing them interact with it, you’re engaging and then the actors are taking that and doing something with it it’s just so important,” said Kiana Bromley of Montpelier.

Cristina Alicea echoes the same feelings.

“It’s only happening that one time in that exact way right, the next performance isn’t going to be the same,” she said.