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Center Theatre Group (2011)

Center Theatre Group (2011)

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Yale School of Drama
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In 2011, Center Theatre Group landed the West Coast premiere of the recent Broadway hit God of Carnage. There were great expectations for the show before it started, and the demand for premium seats in the orchestra was high. However, there were areas in the midrange seats in the theater that were not selling.

Ticket Sales Director Shawn Robertson needed to create a pricing plan to solve this inventory issue and maximize sales that was consistent with the overall strategy of the organization.

This case gives the reader the opportunity to discuss the complex issue of setting prices in an unfavorable external environment. It provides detailed information on such variables that influence an organization’s pricing strategy: supply (capacity), demand, and competition. It also examines the use of revenue management tactics – dynamic pricing, discount, and inventory management – as well as the impacts of such tactics. This case is well suited to an advanced marketing course.

Publication Date: 2014-04-24

Suggested Citation: Louisa Balch, "Center Theatre Group (2011)," Yale Theater Management Knowledge Base #13-59, April 24, 2014

Keywords: Theater, Performing Arts, Marketing, Revenue, Pricing, Audience, California, Los Angeles

Teaching Notes: Yes

About the Theater Management Knowledge Base

This case is from the Theater Management Knowledge Base, a body of arts management material created by Yale School of Drama Theater Management students and faculty, overseen by an editorial board of leading practitioners. For more information or for help in selecting cases suitable for your educational or organizational purposes, please email yaletmknowledgebase@yale.edu.