Augustana Arts, one of Denver’s premier classical music presenters, is upending the way it sells tickets to concerts.
Starting this season, customers will be able to set their own admission prices for most of the organization’s offerings.
Augustana hopes those who contribute more — because they can or because they want to — will offset revenue losses that will inevitably come with the new pricing system. The organization also will launch a separate fundraising appeal to help balance the books. Customers might ask themselves: What is a concert truly worth — both to the individual who attends, and to the community at large? Who deserves to be there?
All of those funders stress accessibility and encourage the organizations they assist to get creative with how they get people in the doors. “Pay what you choose” is part of that effort. Status will play the program twice, first during a 7 p.m. Saturday concert at its usual home, Augustana Lutheran Church, the local landmark at Alameda Avenue and Elm Street. That will be a paid event. The next day, the performance moves to the main pavilion in Denver’s City Park. That 3 p.m. concert is free and will be preceded by a family-friendly “instrument petting zoo.” Audiences will also be invited to immerse themselves in the event by actually positioning themselves alongside the players.
Other creative programming over the season includes a Nov. 19 screening of the 1923 silent film “Safety Last!,” starring Harold Lloyd. Organist Andrew Peters will improvise a musical soundtrack as the film plays.
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