"A Christmas Carol" increased its number of shows by 50 percent this season. (Photo by Craig Schwartz)
As families continue to look for traditional outings that appeal to both children and adults, holiday events have become big business for venues and promoters.
Case in point is Tulsa’s BOK Center’s Arvest Winterfest, created by SMG Tulsa in 2008. Even at the height of the recession, the month-long event, which included outdoor ice skating, horse and carriage rides, holiday concessions and live entertainment, attracted 35,000 visitors.
Due to the success of this seasonal celebration, which was extended to 52 days and attended by more than 140,000 in 2013, SMG was planning to test the waters for Winterfest at Bossier City, La.’s CenturyLink Center this holiday season.
However, a catastrophic ice plant failure forced postponement of Winterfest to the second quarter of next year, earliest.
Prices for the BOK Center event range from $10 per person with skate rental or $5 for those with skates and children under three. Discounted rates also are offered, with groups of 10-30 paying $7, 31-50 at $6 per skater and groups of 51 and up paying $5 each.
Other discounts include $5 off skating with either a food donation to benefit the Food Bank of Eastern Oklahoma on Mondays or a warm item contribution, such as coats, gloves and hats, on “Warm Wednesday.” Arvest Bank, the event’s name sponsor, also offers its customers who purchase Winterfest skate passes with their Arvest bank card a $5 discount.
Holiday on Tour
With between 80 and 90 tour stops during the holiday season, Mannheim Steamroller Christmas by Chip Davis starts its on-sale in the summer.
The 35-year-old live music event offers a renaissance spin on traditional Christmas music. Tours start in mid-November and run through December, playing at mainly performing arts centers and theaters throughout the country. Ticket prices range from $35 to $75, depending on the market.
“Because this show is a family tradition for many, we go on sale early and work with many venues across the country that offer tickets to their subscriber bases,” said Kristy Maple, director of tour marketing at Salt Lake City-based MagicSpace Entertainment, the show’s producer/promoter. “We do a lot of upfront leg work to get the word out and use traditional advertising the closer we get to the engagements.”
Mannheim Steamroller’s media buys target women 35 and older. Marketing budgets for each show range from $5,000 to $15,000, with larger DMAs like Chicago and Atlanta garnering higher than average spends of between $10,000 and $12,000. Mainstream advertising, as opposed to faith-based publications and mediums, is the target.
Further evidence of the potential for holiday events is A Noise Within Theatre’s production of “A Christmas Carol,” which has increased its shows by 50 percent this season due to increased demand.
This is the third year the classic Charles Dickens stage play, adapted by the theater’s artistic director Jeff Elliott, will be presented at the 283-seat Pasadena, Calif., venue. It will run Dec. 5-23, with ticket prices starting at $48.
“This is the first year we will engage in a full-scale marketing effort for this production,” said David Andrusia, A Noise Within’s general manager.
The marketing budget, which was not disclosed, will cover advertising on 10 city bus shelters, two major billboards and 250 storefronts in Pasadena, northeast Los Angeles and Hollywood, in addition to print buys.
“From our marketing data, we’ve found that 45 percent of our audience comes from the Pasadena area, with the rest from Los Angeles County and farther out, so we’ve extended our promotional reach,” Andrusia said. “We’ve also added social media to our traditional marketing efforts, including Facebook, Twitter and Instagram.”
Holiday On Pointe
Social media also has been an effective marketing avenue for California’s Long Beach Ballet’s annual performance of “The Nutcracker,” held at the 3,000-seat Terrace Theater.
In its 33rd year, the large-scale production includes a full symphony orchestra, flying sleigh, live horse, on-stage pyrotechnics, and a cast of more than 200. It takes two 60-foot semis to move the set from the warehouse to the theater each season.
The production’s total budget is about $650,000, of which $170,000 is marketing dollars. This covers cable television ads; space in Jewish and Russian publications; and radio spots on 103.5 KOST FM, which plays holiday music throughout the season. In addition, 150,000 promotional flyers are distributed, with half designated for direct mail and the other half provided as inserts in local newspapers.
“We survey people who call to order tickets and have found that 30 percent had received a flyer and a majority of others saw our television ad or heard about us on the radio,” said David Wilcox, artistic director of the Long Beach Ballet.
Last year, 103.5 FM’s morning drive DJ and former gymnast Kristin Cruz promoted her appearance in “The Nutcracker” for the entire month of December, which increased ticket sales 20 percent compared with 2012.
This year’s show dates are Dec. 13 and 14 and Dec. 20 and 21. Ticket prices range from $22.40 up to $65, depending on the seat. VIP packages, which include Center Orchestra seating, parking, souvenir programs and a backstage pass, are priced at $95 for adults and $80 for children and seniors. Group rates for 15 or more also are available.
Interviewed for this story: David Andrusia, (626) 356-3123; Kristy Maple, (435) 575-1303; David Wilcox, (562) 426-4112