The Candy Man Can: Or how to optimize your concession revenue
A Virtual Professional Development Workshop
Date: Tues. May 16, 2023
Time: Lunch-n-Learn 1:00-2:00pm
Session Presenter: Randy McKay, Carolina Theatre of Durham
Cost: $25 NC Members/$30 Outside NC Members/$40 NCPC Guests
Many theaters treat concessions as a patron convenience rather than a core business strategy. But paying as much attention to concessions as you do to the show will reap huge rewards.
This interactive discussion will present real-world proven strategies and industry research to help you optimize this important aspect of your theater’s business model. From what to offer for sale (and how many choices) to pricing strategies, ideas to boost per capita spending and how to more efficiently lay out, staff and serve to maximize the number of sales you can fit into one 20-minute intermission, this session will pack in so many ideas that you just might not be able to implement them all at once. What type of signage boosts sales? What items will make patrons look forward to coming to your theater for the concessions as much as for the show? And what smells so good anyway? Do I really need a Point of Sale system? And how can I ring more sales out of only a 20-minute intermission? How can Chick-Fil-A help my theater’s sales? Should food and beverage be allowed in the theater (oh, the horror!!)? And could I be making money from concessions even on non-show-days?
About the Presenter - Randy McKay
.jpg)
Randy is the President & CEO of the nonprofit Carolina Theatre of Durham and principal consultant with Randy McKay Venue Consulting. With a background in show management from rock music to theater and ballet to symphony, his credits include a major national opera company; three Tony Award-winning theater companies; an Emmy Award-nominated ballet; four Tony-winning Broadway shows, and numerous rock concert tours for artists large and small.
Randy has run numerous venues from huge to intimate, rural to city-center, performing arts centers to movie theaters, including restoring and opening three abandoned historic theaters and has consulted on many others. He is a national board member of the League of Historic American Theatres and teaches theater restoration and operations internationally.
With proven results in venue planning, strategic program design, and a leader in optimizing revenue streams and monetization opportunities, Randy brings a unique understanding of the business side of venues that is tempered with a thorough knowledge of the technical and artistic needs of a wide variety of arts genres. He is passionate about the economic power of the arts, and works with cities, downtown associations, the conference of mayors and other groups to help them understand the incredible revitalizing magic at their disposal through arts and entertainment.
Registration Deadline: May 11.
