Behind the Ticket Price: The Real Economics of Live Theatre
Lately, I’ve found myself having the same conversation over and over again—with patrons, colleagues, board members, and fellow artists. It usually circles around a central question:
How do we keep ticket prices accessible and still survive?
At New Canon Theatre Co., we believe professional theatre should be available to everyone—not just those who can afford a full general admission ticket or, depending on our venue, a premium seat. That belief is core to our mission. But the economic reality we’re facing is making that harder to sustain.
The truth is, we’ve reached a point where we need to raise prices simply to survive.
What Your Ticket Actually Pays For
When you buy a ticket to a professional non-profit theatre production, you’re helping support an entire ecosystem of working artists, technicians, and staff—because creating theatre is labor. At New Canon, we recently raised our general admission price from $45 to $55 (before venue fees), a decision we didn’t make lightly. We’ve held our student price at $15 to keep theatre accessible for young audiences—but without public subsidies to help close the gap, that’s as low as we can sustainably go.
That range—from $15 for students to $55 for general admission—helps pay for:
Fair wages to actors, designers, and crew members who have spent years training to do what they do, following union benchmarks and ethical standards. We strive to create as equitable a pay environment as possible with the resources we have.
Royalties to playwrights or the estates that protect their work.
Materials for sets, props, and costumes—most of which are hand-built, custom-designed, and one-of-a-kind.
Rent for rehearsal and performance space (often thousands of dollars per week).
Insurance, marketing, programs, and staff—and all the behind-the-scenes infrastructure required to produce even a single night of live theatre.
And even with all of that accounted for, ticket sales typically only cover a portion of what it takes to produce a show—often less than half. That’s not a sign of inefficiency; it’s simply the economic reality of producing live performance with integrity and care.
At least we have grants to fill the gap, right?
Grants Used To—But That’s Changing
Traditionally, the remaining costs have been covered by a mix of public grants and private donations. But that balance is shifting—fast.
Over the past few years—and even more rapidly since January 2025—we’ve seen an increasingly hostile landscape for public arts funding. Federal and state grants have been slashed. Local arts councils are being asked to do more with less. And now, grant programs with a focus on diversity, equity, or inclusion are under direct political attack.
These are the same grants that have historically supported emerging artists, regional theatres, and culturally specific work. Without them, many of us are being forced to make impossible choices: shrink our seasons, cut jobs, cancel shows, or raise prices—at the very time when we’re fighting to keep theatre accessible.
We still offer discounted student tickets, and we plan low-cost community nights for the general public—it aligns with our values, our mission, and how we want art to show up in the world. Granting has helped us offset that accessibility.
But those safety nets are being pulled away.
We’re a Start-Up. Private Support Is Survival.
At New Canon Theatre Co., we’re still a young company. We are, in every sense of the word, a start-up. That means our operating budget is lean, our team wears many hats (too many, if I’m being honest), and we rely on individuals and sponsors who believe in what we’re building.
In this climate, private support isn’t just helpful—it’s the key to our survival.
At the same time, we’re deeply aware that the landscape for private giving is shifting, too. Many donors—individuals and institutions alike—are facing tough choices in a tightened economy. We see that, and we don’t take it for granted. If you’ve supported the arts in any form, especially in these uncertain times, we’re beyond grateful. And if you’re considering supporting us now, please know how much that means.
Every contribution—whether it’s $10 or $10,000—directly impacts our ability to say yes: yes to hiring more local and guest actors, yes to commissioning a bold new work, yes to inviting students into the room, yes to paid internships, yes to the community. It helps us weather uncertainty without compromising our values. It gives us space to dream, to plan, and to build something lasting for this community. Your support, especially now, is not just generosity—it’s fuel.
Every ticket you buy, every dollar you donate, every post you share—it all contributes to our ability not just to stay open, but to grow. To keep hiring local and guest artists. To pay fair wages. To take creative risks. And to ensure that professional theatre has a home here in Monterey County.
Deep Thanks to Our Supporters
We’re incredibly grateful to the organizations that have helped get us off the ground. Special thanks to:
The Arts Council for Monterey County – for championing arts and live, professional theatre in Monterey County.
Monterey County Gives! – for championing grassroots organizations and helping us reach new supporters.
The Monterey County Theatre Trust – for their investment in the theatrical heartbeat of our community..
The Smith Family Foundation - for not only being staunch allies, but for helping us with both operational and production support.
And numerous private individuals who show up for us in immeasurable ways.
You can find a list of supporters on our website, here.
Your support has made our first steps possible, and have kept us moving along into our upcoming fourth season. Thank you., deeply.
How You Can Help Keep Theatre Alive in Monterey County
Here’s the good news: your support has a direct and immediate impact. You don’t need to be a millionaire to help keep the arts alive—showing up keeps our hearts beating.
Monterey County is home to a vibrant, dedicated theatre scene—from small black box stages and college theaters to long-standing community institutions, each with its own voice and mission. At New Canon Theatre Co., we’re proud to be part of that ecosystem, bringing bold, human, and relevant stories to life—performed by professional artists, right here at home.
But to keep doing this work, we need your support. If you believe professional theatre belongs in this community, now is the time to show up—with your ticket, your voice, your donation, or your advocacy. Every gesture helps sustain the future of local theatre.
This appeal is specific to us—but wherever you choose to show up, your presence matters.
Here’s how you can make a difference at New Canon:
🎟 Buy a Ticket – Better yet, bring a friend. Every seat filled helps sustain our work.
❤️ Make a Donation – Whether it’s $10 or $1,000, it matters more than ever.
🏛 Sponsor a Production – If you’re in a position to underwrite a show or a season, let’s talk.
📣 Spread the Word – Post about a show, leave a review, tell a neighbor, tag us online.
📬 Join Our Mailing List – Be the first to hear about shows, events, and ways to get involved.
🗳 Advocate for the Arts – Support candidates and policies that understand the value of culture in public life.
As an emerging company, we’re still building the foundation for long-term sustainability. With your support, we hope to one day secure full-time salary support for our executive staff—and find a permanent performance space and community arts complex we can call home. These aren’t just dreams; they’re the next steps in expanding our production and educational programs, and deepening our impact in this community.
Your support keeps the lights on, the artists working, and the stories alive. Thank you for standing with us. We’ll see you at the theatre.
Humbly,
J. Matthew Gordon
Artistic Director
New Canon Theatre Co.
