Overview

The Cerritos Center for the Performing Arts (CCPA) has reported a significant decline in ticket sales for the 2022-2023 season, reaching a record low of $3.4 million. This downturn coincided with a shift in the marketing strategy employed by Cerritos management, which excluded community newspapers and redirected its advertising budget towards larger publications.

The decision to eliminate community newspapers from the marketing plan has raised questions about its effectiveness, especially considering the demographics of the area served by these publications.

Key details

  • Ticket sales for the CCPA fell to $3.4 million in 2022-2023.
  • The CCPA's expense budget for the same period was $7.9 million, resulting in a loss of $4.5 million.
  • The Cerritos City Council proposed a 21% increase in CCPA expenses for the 2023-2024 fiscal year, raising the budget to $10.5 million.
  • Cerritos City Manager Art Gallucci stated that marketing choices were based on subscriber reach and demographics.
  • Only 13% of households in the delivery area subscribe to the Los Angeles Times and Orange County Register, while 98% receive the local community newspaper, Los Cerritos Community News (LCCN).
  • The marketing strategy shift excluded community newspapers from the CCPA's advertising efforts.
  • Similar subscription trends were noted in neighboring cities, including Downey and Norwalk.
  • Cerritos management did not disclose detailed ticket sales data per show in response to a public records request.
  • The city clerk cited California Government Code Section 6254.15 to justify the non-disclosure of specific ticket sales and revenue information.
  • Information on ticket sales can potentially be accessed through a subscription to Pollstar magazine, as noted by a consulting firm.

Context

The decision to focus marketing efforts on larger newspapers has sparked debate over its effectiveness, particularly in light of the substantial losses reported. The exclusion of community newspapers, which have a higher local reach, raises concerns about the potential impact on ticket sales and community engagement.

What happens next

The City Council's proposal to increase the CCPA's budget will likely be discussed in upcoming meetings, where further scrutiny of the marketing strategy and its implications for future ticket sales may occur.

What we don't know yet

Details regarding per show ticket sales and corresponding revenue remain undisclosed. It is also unclear how the proposed budget increase will be justified in light of the significant losses experienced.