$615 for a ticket to a Racine community theater performance? Expert explains outrageous resale rates that could impact audiences
RACINE, Wis. (CBS 58) – A community theater in Racine is warning customers they could be charged hundreds of dollars on resale websites for a seat at an upcoming production.
The Racine Theatre Guild, a volunteer-based community theatre, was founded in 1938. Joycelyn Fish, the director of marketing and development, says up to 500 people volunteer at the theater each year for their various plays and musicals.
The company is selling tickets for an upcoming production of “Legally Blonde” for $22. However, multiple resale websites are selling tickets for triple the price. On Stubhub, tickets for opening night were listed for $615 on Monday, May 6.
In a statement, a spokesperson for StubHub sent the following to CBS 58:
“StubHub is a trusted resale platform where fans can buy and sell tickets safely and securely, with every purchase backed by our FanProtect Guarantee. Sellers set the prices, and buyers decide if the market-driven price is worth it.”
Alex Milovic, a marketing professor at Marquette University, says online resale ticket websites like Stubhub are marketplaces where the responsibility falls on the consumer to determine what’s appropriate based on supply and demand.
“Whether it’s ticket reselling, or airlines, or hotels, you still have to do your best and due diligence on the pricing because you’ll find they’re not all charging the same prices.”
The Racine Theatre Guild says it won’t lose out on money with the tickets, as these resellers buy tickets from them at their set price. However, Fish says if customers believe ticket prices are actually that high, she’s worried that could impact some people’s decision to come visit the theater.
“It’s really frustrating,” Fish said. “We want to be a place that’s super affordable, that you can bring the whole family, that you can enjoy the night at the theater.”
Fish said another production this year had four audience members fall victim to the absurd prices, paying around $120 for a show. Fish says ticket sales support about 60% of the operations at the theater.
The arts give people a way to escape the world,” Fish said. “Ticket sales make sure we can continue moving forward, continue doing shows. If they’re hurting the people that support us, it hurts us.”
“Legally Blonde” runs from May 16 to June 1. Tickets can be purchased through the theater’s website or by calling the box office on weekdays from 12 p.m. to 6 p.m. at (262) 633-4218.