4. Keep your eye on the goal.
And as producer, your goal is to sell tickets. Sure, you have to review the rental contract and choose the performance dates and pay your actors, but every single one of those decisions should be made with an eye toward getting butts in seats. And at the lowest cost.
We went through Brown Paper Tickets. Their web site is kind of wonky, but their services are free, easy to use and they offer buyers a boatload of ways to order tickets: Will Call, Print-at-Home, Mobile E-tickets and more. To maximize your ticket sales, choose them all.
Your venue may sell tickets on their own web site. Should you let them sell tickets to your show?
I would say yes. You may feel squeamish letting someone else handle your money, but if you're counting on the venue to bring in their regular customers, then those customers are going to want to buy tickets through their usual channels.
On the other hand, it's now two weeks after my own show closed, and I'm still trying to get the venue to send me my proceeds from their sales. So this isn't without its pitfalls.
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