Mariinsky's price tipping point

Mariinsky Ballet tickets went on sale last week for the company’s eight performances during the Lincoln Center Festival in July, but the demand so far has been soft.  There have been no long lines – unlike what is seen when ABT and Met Opera single tickets initially go on sale.   The Mariinsky may have finally stumbled upon the tipping point for prices which New Yorkers are willing to pay to see a less than classic program.  By pricing its tickets far above those demanded by ABT and the Met Opera – in some cases as much as 100-150% more – the Mariinsky is betting on the non-traditional ballet audience of operatic wealth or neighborhoods rich with Russian heritage to splurge on a night at the ballet to see a non-classical program which is not likely to display the company’s unique, traditional strengths.  Maybe it’s a good bet; maybe it’s not.  The amount that will have to be spent on advertising to fill the seats could easily exceed any gains delivered through the over-pricing.

 

	Mariinsky*	ABT	Met	NYCB equiv. **
red= Mariinsky price > both         ABT & Met Opera         weeknights
Center Parterre	225	185	420/360	135 first ring
Side Parterre	95	80	125
Prime Orchestra	125	102	310	125/110
Orch Bal	125	80	115 - 195	95
Orch Rear	95	60	90	95
Grand Tier	125	107	115/195/310	100 second ring
Grand Tier Box partial view	95	66	90
Dress Circle	95	66	115/170	65 third ring
Dress Circle Box partial view	80	40	75
Balcony	80	40	75/95	55/35/20 fourth ring
Balcony Box partial view	50	30	25
Family Circle Fr.	50	30	35
Family Circle Re.	50	20	25
Family Circle Box partial (almost no) view	40	No price avail	25

*  Here's what the press release said about Mariinsky pricing:
   "Tickets: $225, 125, 95, 80, 50, 40, 30, 20"

** Not a true comparison of price value since the theater is so much smaller
    than the Met and the sight lines in every section are superior.

 

 

Comments

[Lisa]

Just as expensive as NYCB tickets for dancing that should be much superior to NYCB.

[Haglund]

Don't know if that will be the case since the Mariinsky is not bringing a program that speaks to its greatest strengths.