Rendering of the Dallas Center for the Performing Arts
The Dallas Center for the Performing Arts (DCPA) is slated to open in October 2009 as a new multi-venue center for music, opera, theatre and dance. As the new signature centerpiece of an already impressive Arts District, the city of Dallas will continue to shine with the largest urban arts district in the nation, spanning 19 city blocks.
Featuring five multi-state-of-the-art facilities, woven together by an urban park, will be a dynamic cultural destination that will be unparalleled in the world. The Center will consist of:
- Margot and Bill Winspear Opera House – Engineered specifically for opera and musical theatre, the Opera House seats 2,300 with stages that support dance performances, such as ballet
- Dee and Charles Wyle Theatre – A 12-level building that features a one-of-a-kind space that literally transforms to fit the needs of classical and experimental performances for audiences of approximately 600
- Annette Strauss Artist Square – The redesigned outdoor venue named after a former mayor of Dallas that accommodates audiences of up to 5,000
- Sammons Park – The largest park in downtown Dallas that collectively unifies the entire Center with a lush greenery and picturesque reflecting pools
- City Performance Hall – A 750-seat hall that will provide production space for Dallas’ smaller organizations (scheduled to open in 2011)
Today I had the opportunity to sit down with about 20 other young professionals to speak candidly with the representatives of the DCPA about marketing efforts to the 21-34 age group. It was truly a unique opportunity to learn more about this amazing project and to hear perspectives from others close in age. Here are some interesting points that I walked away hearing:
- Eliminate Anxieties – Educate young adults about the performing arts and what they can expect as patrons of events at any of the Center’s facilities
- Price Point of Tickets – To get a group together for an opera or stage performance, ticket prices will have to range from $20 to $30
- Small Group Packages – It is imperative that ticket packages are offered with discounted rates for groups of 4 or 6 people
- Entertainment Packages – Increase commerce by developing ticket packages that include dinner at area restaurants, such as those at One Arts Plaza
- Customized Subscription Packages – Allow individuals to purchase tickets to performances that span genres
I would have to say that ticket pricing and small group packages are indeed something that must be taken into consideration. In close relation, standard ticket prices for the King Tut exhibit at the Dallas Museum of Art is $35. While many of my friends, including myself, would love to go see the exhibit before it leaves on May 17, the fact is we perceive the price point too high. I’d value the exhibit at $15—nothing more. For a performance, $20 would be the idea price point.
What do you think? Let me know by posting a comment or contacting me directly. If you are between the ages of 21 to 34 and are interested in participating in future focus groups, contact me and I’ll point you in the right direction.