I was looking around at other theater venues to see if I could find one that was roughly similar to ECPAC. We might want to do a bit of market research by considering a number of similar venues. Check out this one:
El Cajon is not Orlando. Orlando is 2.5x the size of El Cajon and has a lot of visitors. However, it is instructional to look at what they are doing. I notice they cater solely to the younger crowd.
This theater in Orlando has two performance venues,
the Main Hall:
- Capacity: 931 fully-seated setup, 1155 seats with standing on main floor, 1655 general admission (all standing??)
- Base Rental Rate: $5K plus tax for live events when the bar can be open.
- Bar must do a minimum of $2500, or you have to pay the difference.
- Otherwise, $7500 for rehearsal / load in days.
- Capacity: 336 fully-seated capacity, 400 mixed (200 seated, 200 on pit of main floor), 500 General admission (all standing?)
- $2500 Base Rental Rate, $2500 for rehearsal / load in days.
- Adds $2 per ticket for non-ticketed events.
- 6.5% tax off gross ticket revenue. 3.5% fee on CC ticket sales + ticket printing charges.
- Retains 100% of all food and beverage sales and 20% of all merchandise revenue.
- Fees, ASCAP, etc. deducted from the ticket price rather than added to sale price.
- Includes: hosts/ushers & security for 8 hr period.
- In-house sound and lighting system.
- Limited advertising.
- Promoter provides: any additional staffing, venue cleanup, license fees, equipment rental, Barricade rental ($500) if required, all other advertising, event insurance or $1000 fee, merchandise seller.
- Requires 50% nonrefundable deposit on rental to secure the date and 100% deposit of estimated expenses.
I am noting that they base 50% of their base return on the bar. This is probably true at venues like Humprey's where they likely do a lot of selling alcohol at events, and may actually see much more return. I know this sort of thing is also true at movie theaters that are a snack bar that happen to also screen movies.
But many events are $10, $5 for kids, $10 in advance $15 at the door, $20. But Rick Springfield is $45 to stand and $90 for a seat in the balcony (only 130 seats). Jambando is free -- with 17 bands on four stages. Not sure of the details of that one. I see only one day where two different shows are going on at the same time on both stages.