Entrepreneur

How This Theater Fills Its Empty Seats Every Night

The Center Theatre Group in Los Angeles took a chance on Goldstar, a primary ticket seller, and watched its annual revenue increase by a cool million dollars.
Center Theatre Group's L.A. venues, including the Ahmanson Theatre, are putting more butts in seats. Source: Photos Š Ryan Miller/Capture Imaging

Every seat that goes unsold at the three-venue Center Theatre Group in Los Angeles is lost revenue.

And every night Jim Royce, director of marketing, communications and sales for the nonprofit company, faces a delicate balancing act between pricing those extra seats to move and protecting their value--while not angering

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