Our latest ABA Executive Benchmark explored holiday season programming and sales at arts and cultural organizations.
Highlights from the survey include:
Most holiday programming started in early to mid-December of 2023 and most shows had runs of 4 weeks or less.
Holiday shows maintain a ticket-selling advantage: the average sold capacity for holiday programming was over 80% this past year, higher than that of regular season programming.
At a majority of organizations, most holiday program attendees to not attend other non-holiday programming.
On a bright note, half of responding organizations reported that their holiday ticket revenues significantly exceeded their forecasts for last year.
