CAPA Announces All-In Pricing Initiative

CAPA will implement All-In Pricing on its ticketing platform, CBUSArts.com, starting Wednesday, July 17.

All-In Pricing is a transparent effort to communicate to the patron exactly what they will pay at checkout as soon as they start shopping for seats, inclusive of the ticket price and any fees.

Patrons using CBUSArts.com to purchase tickets to any event sold through the site will see the full price for each ticket when they click the “Buy Tickets” link from any event page or description. This also applies any time a patron is redirected to CBUSArts.com from capa.com or any of CAPA’s partners and resident arts groups’ marketing communications.

“We will be telling our patrons right up front what it’s going to cost them to buy tickets to a show,” CAPA President & CEO Chad Whittington said. “I think it's important to be in front of this, to take the lead on an initiative that we know our guests and the ticket-buying public in general want.”

Whittington said this initiative does not and will not change ticket prices or fee structure.

“Patron survey data and direct feedback from customers indicate this is something people want,” Peter Keiser, CAPA VP of Marketing & Sales, said.

Keiser also pointed out that several states (not including Ohio) have passed legislation mandating some form of All-In Pricing, and that a bill called the TICKET Act, which calls for reforms in the industry, passed the U.S. House of Representatives.

“The aim is to improve the patron experience, and an acknowledgement that that experience begins long before a guest enters one of our theatres,” Katie Cullen, CAPA Business Insights Marketing Manager, said.

To that end, Cullen said, the All-In Pricing initiative is the latest in an ongoing effort to improve the ticketing process, including steps to improve convenience, heighten security and protect against fraud, including awareness of the potential pitfalls of buying through unauthorized third-party resellers.