Admission at the movies and the 2010 Jamaica Jazz & Blues Festival were among few popular events that increased prices in line with calendar inflation at 10 per cent.

These increases occurred despite the local recession which saw other promoters cancel events or slash admission by up to 20 per cent.

General admission at this weekend’s Jamaica Jazz and Blues Festival increased six per cent year-on-year from US$80 to US$85. In 2004, admission was J$2,700 or US$44.50 (J$60.72: US$1) when Alicia Keys and India.Arie headlined the concert seven years ago. Ticket prices are market determined and the concert’s costs have increased argued spokesperson for the festival Carlette DeLeon. Affluent patrons at this year’s concert will, however, see an eight per cent decrease in their weekend VIP admission from US$120 to US$110.

“Even though the cost of the festival has increased significantly year-over-year we recognise that market can only accept so much and no more, so it is a delicate balance to find that right formula,” explained DeLeon, who is also a publicist at Headline Entertainment.

“We expect an excellent turnout and many of the hotels are at high occupancy levels,” she said of the festival which attracts 30,000 patrons.

Film

Movie prices in Kingston have increased 10 per cent to $660 for adults in December 2009 compared with a year prior but admission for children increased 12.5 per cent to $360. The price increases by Palace Amusement, which dominates the nation’s cinemas coincided with the premiere of the blockbuster 3D movie Avatar. It now costs $960 to watch a 3D movie an increase of about 6.6 per cent. Movie prices have kept pace with inflation and currency movements jumping from J$350, or US$5.77 in December 2003 to $660 or US$7.41 today. Palace Amusement’s marketing manager Melanie Graham last March told the Observer that its annual increases were necessary to reflect inflation and foreign exchange movements in its pricing.

Admission flat

Calendar year inflation stood at 10.2 per cent according to the Statistical Institute of Jamaica but other popular events even have cut prices. Organisers of the New Year’s Eve party French Connection cut its ticket price by 20 per cent to $4,000 from $5,000 a year prior. Co-organiser Patricia Hue said that the reduction was necessary to remain competitive.

“This year we decided to make it a little less for people because it can be seen as pretty expensive for a New Year’s Eve party and there is so much competition. We were looking out for the patrons,” said Hue who added that they offered less complementary tickets in order to increase revenue.

Reggae Sumfest, held in July 2009, slightly reduced its admission rates on all nights when compared with the prior year. Dancehall Night was US$29 versus J$2,100 (US$30) in 2008, whilst International Night 1 cost US$43 versus $3,200 (US$44.71) in 2008 respectively. All historical foreign exchange calculations utilised data from Bank of Jamaica.

Promoters unwilling to adjust general admission offered tiered VIP packages or eliminated pre-sold tickets. Shaggy & Friends 2010 offered for the first time, a $30,000 diamond package at this month’s concert. It was in addition to its platinum, gold and silver packages which remained unchanged at $20,000, $10,000 and $5,000 respectively. Also, the Black and White Affair party held on New Year’s Eve kept prices flat at $1,500 year-on-year but eliminated pre-sold tickets which had sold for $1,200 in 2008.

Popular Boxing Day show, Sting also kept its 2009 general admission rates flat at $1,500 when compared with the prior year. Sting has raised its ticket prices only 25 per cent since 2003 even with inflation compounded over 110 per cent over the period.

The price of basic goods doubled since 2003, however, the average employee compensation increased by half that over the period according to data from the Statistical Institute of Jamaica. It means that the average Jamaican has less disposable income to party.

Promoters also pass on the cost of production to sponsors reducing the burden on patrons. For instance 40 per cent of the 2010 Jamaica Jazz and Blues Festival budget is dependent on sponsorship according to the organisers Turnkey Productions. Government, a major sponsor, will support the festival up to US$450,000 (J$40 million): US$150,000 (J$13.3 million) in direct sponsorship and an additional US$300,000 (J$26.7 million) to offset expenses associated with public relations and promotion of the event in Canada, USA and the United Kingdom.