NAC charges younger audiences $15 per ticket to encourage live art

The Canadian National Arts Centre is pricing tickets at $15 for audience members under the age of 30 to encourage live art in Ottawa. 

Two years ago, the NAC began its Under 30 ticket program to welcome younger audience members and bring awareness to the institution. Prior to the creation of the U30 program, the NAC noticed that the three reasons why younger audience members were not attending shows were: they were unfamiliar with the NAC, people perceived it as an institution curated to older audiences, and tickets were too expensive.

According to Shannon Urie, the marketing director at the NAC, the centre has seen a 20% rise in younger spectators over the last two years.

The U30 program is an act of “institutional courage,” said Shannon Urie. Although the program affects the NAC’s revenue, it is committed to serving the next generation of art lovers. “It is a long term endeavour,” she said.

Meanwhile, Juliette Lagloire, a customer of the U30 program, thinks the reduced ticket price makes live art more accessible to students like herself.

Being from Quebec City, Juliette was not exposed to programs like the U30 program, so she never looked into upcoming shows near her. Now that she purchases tickets at a reduced price, she is more keen on stepping out of her comfort zone and discovering new art forms without worrying about spending too much money on something she may not enjoy.

The NAC hosts shows that range from different forms of art like English, French and Indigenous theatre, dance, popular music, and orchestra.

Joélle Harvey, an independent soloist singer, performs with different orchestras around the world, including her recent performance at the NAC in March with the NAC Orchestra and Labadie & La Chapelle de Québec.

Joélle thinks that it is easier to connect with music when audiences are experiencing it live, as opposed to recordings when music is perfect upon each listen. Therefore, she believes there is importance in viewing live art.

In addition, having younger audience members changes the dynamic of a show for musicians. Younger spectators engage in the performance and express their interest through their facial expressions and body language. This reaction is set apart from older spectators who see live performances often and know what to expect from the artists.

Joélle Harvey encourages people to not be afraid of live music. “It is okay if you go in and do not like it, I think it’s just putting yourself out there and taking a chance on it,” she said.

“$15 is $15. I think it is worth the bit of risk that might be involved,” Joélle added.