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Page 3 of 4 <br />opportunities for performers wishing to do multi-city tours. <br /> <br />Examples of performers Prime Time has booked in similar smaller Bay Area cities have <br />included: <br />• Stroll Down Penny Lane (The Music of Paul McCartney) <br />• Tommy Castro (Blues Music) <br />• Best Intentions (Motown Revue) <br />• Mustache Harbor (Yacht Rock) <br />• Jazz Roscoe (Tower of Power members) <br />• Tributes to Carrie Underwood, Luke Bryan and Jason Aldean <br />Large-scale venue bookings by Prime Time have included: <br />• Tony Bennett <br />• Josh Groban <br />• Styx <br />• Chicago <br />• Gipsy Kings <br />• Diana Krall <br />• Toby Keith <br />• Lynard Skynyrd <br />• LeAnn Rimes <br />Show Frequency and Attendance <br />In addition to theater performances that are contracted and booked by Prime Time <br />Entertainment, Firehouse Arts Center staff will continue to provide direct bookings with long- <br />time favorites such as Jeff Bordes, the Golden Follies, popular tribute bands, local bands such <br />as the CoolTones and Chorus Eclectic, and artists that have been requested through surveys <br />and community input. With a projected 50% increase in contracted performance bookings for <br />FY 2024/25, and additional direct bookings by staff, the goal is for the Firehouse Arts Center to <br />provide 50 shows to span almost every weekend of the year. <br /> <br />Theater Ticket Pricing <br />Theater ticket pricing is determined by the expected revenue from ticket sales. For a smaller <br />venue like the Firehouse Arts Center, performers typically receive 50-60% of the gross <br />potential sales as their payment. This translates to FY 2024/25 ticket pricing, ranging from $30 <br />to $70 for contracted shows at the 221-seat Firehouse Arts Center and artist payments ranging <br />from $4,000 to $8,000. (This pricing model reflects an increase in artist payments for higher <br />quality performers, with a correlating projected increase in ticket sale revenue due to higher <br />ticket pricing.) The recommendation of a five-year agreement with annual amendments allows <br />for staff review of the vendor to assess the success of the program year after year. <br /> <br />The City will continue to provide direct bookings for local artists, which are generally priced <br />lower, with tickets costing between $20 and $40 and making the performances even more <br />accessible to the community. <br /> <br />EQUITY AND SUSTAINABILITY <br />Page 5 of 52