Nice things cost a lot. It’s common knowledge. Whether it’s really great quality clothes costing hundreds of dollars or a nice car, we prepare ourselves to pay a big price for something of great quality.
Unfortunately, this is also true for the arts. When you look at the going rate for Hamilton tickets or for any other Broadway show, it can get expensive. Even community theatres can have quite a price tag. It’s not intentional--it costs a lot to keep a theatre running no matter where it’s being performed at. The smallest of stages still need funds to pay for rights, bills, rent, wood, tools, paint, supplies, and costumes just as much as the large theatres. So, it makes sense that with how much it costs to put on a show, there is a price to pay. If you want a night out at the theatre, you have to pay for it.
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But theatre shouldn’t just be for those who can afford it. Going to the theatre is an experience everyone should have an opportunity to have--you get your ticket and walk in, you find a seat, and you’re surrounded by the feelings of anticipation from those around you. You peruse the program and learn about the people who have put in countless hours, you look at the curtain with the magical stage behind it; suddenly the lights dim, the chatter stops, and you are swept into a completely different world where everything else fades away except for what is happening under those lights, the beautiful costumes, the musical notes; you cry and laugh alongside strangers, and learn something about yourself through it all.
It's an unforgettable experience that shouldn’t be reserved just for those who can afford a $100 or even a $20 ticket.
The QC Theatre Workshop in Davenport, Iowa decided to change this mindset and give everyone an opportunity to experience theatre, no matter what they can afford. While theatres set a ticket price ahead of time, the QCTW has audiences come in, watch the show, and on their way out they pay what the show was worth to them. Sometimes people pay the average $10-$20, and some will pay much more or less. No matter what they give, everyone gets to experience the magic of theatre--and the QCTW has a much more diverse audience and more students in the seats because of it.
So, it brings in more people that normally would not see a show, which is great, but does it financially work? Founder and producing artistic director Tyson Danner says, “Ultimately, the theatre’s fate is put in the hands of our audience. In order to make sure the theatre continues to survive (and grow!), we have to make sure every show is as good as we can make it. The voluntary ticket prices we’re given, combined with donations from supporters, is all we have to continue our operations. Thankfully, the community has enthusiastically supported what we do.” The QCTW gives the best quality shows they are able to, and the community has shown how thankful they are for the opportunity to experience it.
Would this model work for everything in life? Probably not. But it should get us thinking about how to make art more accessible to our surrounding community. Should only those able to pay a hefty ticket price be allowed to experience theatre, galleries, concerts, and museums? Is it healthy? In fearing for their financial stability, do some venues go under simply because people don't want to pay so much? Or, by putting the power in the audience’s hands, to choose what they want to pay, can we bring in new support and fans who otherwise would not have thought twice about participating and continue to thrive through community support and donations? And, with the pressure on venues to be consistently producing good quality of work in order to get more support from patrons, could it start holding those more accountable--including celebrities who charge crazy prices for sub-par performances?
As they begin their 5th season, the QCTW is proving that putting their future in their audience’s hands is economically possible and an excellent way to broaden the horizon of the community around them. If you want to experience the Pay What It’s Worth idea, QC Theatre Workshop is opening Sam Shepard's ‘Buried Child’ this weekend, running October 14-29. Reserve a seat at www.qctheatreworkshop.org and pay what it’s worth after you see it! Support local arts!
