DPAC nets 65,000 to initial Broadway series; parking discounts part of strategy to triple attendance

The DPAC's first Broadway series season is over, its run abbreviated by the December opening, but nonetheless pulling 32 performances of four national tours (Rent, Fiddler on the Roof, Legally Blonde, and The Color Purple) to the heart of downtown Durham.

The result? 65,000 guests attended the performances -- and with 6,000 season tickets sold, about 24,000 of those guests were subscribers to the package.

Based on the Indy's sometimes-curmudgeonly reporting last fall on the DPAC's grand opening, those numbers surpass the nearly 54,000 tickets one would expect for breakeven, given the 60% of capacity (about 1,680 seats per show) listed by the alt-weekly as the stop-loss for the Nederlander/PFM-managed facility.

Not a bad start, it would seem -- but just a start, given the ambitious growth numbers projected by the operator and the city administration for the next year.

And to accomplish that, they're asking for a bit of help in the form of another City-owned asset: the north parking deck at American Tobacco.

Nederlander/PFM and the administration approached City Council last week with a proposal to bundle in free parking for Broadway series season ticket holders.

The General Services memo describing the proposal -- which would see the City give a 75% discount to Nederlander/PFM off of the list $4 per car price for parking -- calls this a key factor in competing with other cities' venues (hello, Raleigh) for the top performances:

Next to show titles and seat location, the next most important factor to live entertainment customers is parking. To that end, the City of Raleigh has recently begun Free Parking Promotions in connection with events at their downtown Performing Arts and Convention Center complex.... This parking offer is a compelling part of the season campaign and a key strategy that will help shift attendance patterns for major Broadway entertainment to the DPAC from throughout the region.

Should the North Deck fill up, Nederlander/PFM would be charged the normal special event rate parking for cars stashed at other City decks, such as Church/Corcoran. (Presumably the South Deck, gate receipts for which go to the County, is not included in that number.)

The offer would apply to the first 8,000 season tickets sold. It's part of an ambitious growth bid by the DPAC for its second Broadway series:

• Increasing the number of shows from four to seven;
• Tripling the number of performances from 32 to 96, with shows like Wicked running for up to a month;
• 200,000-225,000 as a goal for attendance, with a goal of increasing season tickets to the 8,000 to 10,000 range.

Comments

[B]

"Next to show titles and seat location, the next most important factor to live entertainment customers is parking."

Really? I find that very surprising (though I'm sure they've done their research). Especially when we're talking $4 to park at an event you might have paid $100 or more per couple to attend. Does this mean someone will actually go to an otherwise comparable event in Raleigh (30 miles away) if there's free parking?

People are weird.

Personally, I like to park somewhere on the street inside the loop, because I hate parking decks (mostly the waiting in line to get out) and I'm probably going to hit the Pinhook or Bull McCabes before and/or afterward anyway. Of course, I'm young and healthy and don't mind walking in the Carolina evening (which is beautiful 80% of the year...)

[cq]

You forgot about Jesus Christ Superstar.

[Michael Bacon]

The best parking plan they could come up with would be to demolish the brand new East Deck and sue whoever designed it for architectural malpractice. Word to the wise -- PARK IN THE NORTH OR SOUTH DECK if you go to a DPAC performance. That way you can avoid waiting 15 minutes for the elevator (I'm good with the stares, but the last time my date was in heels), and another 45 minutes waiting for the line of cars to move.

Or alternately, just go get drinks downtown for two hours after the show. By the time you get back to the deck, you might actually be able to get your car out.

(Or write letters and show up at city hall advocating for a better public transit system. My preferred option, but hey...)

[Phrancloid Rite]

Mr. Bacon,
Architectural malpractice? Really? I'm assuming you're kidding. I thought the things that hauled architects into court typically involved a failure of design that results in significant loss of property and/or life, not user inconvenience. Someone should haul you into court for stair-spelling assault.

[barry]

How about instead of discounted parking, they give a voucher that you can get stamped at an inside the loop restaurant for free parking?

you know, actually spend some time in Durham, instead of driving to a parking deck, walking from the deck to the theater, and then getting in your car to go home.

"Tripling the number of performances from 32 to 96, with shows like Wicked running for up to a month;"

Shoot me now.

[gw]

I went to two different DPAC shows this season-- none of them the broadway-- and found it a somewhat unplesant venue for the $50 a ticket my partner and I shelled. won't be itching to do another anytime soon...

[Peter]

I walked to the Steely Dan show from Trinity Heights, am an inaugural season ticket holder and use the North Deck when we drive. Sounds like a plan. The $85 for the balcony seats for the Dan were a steal!