How it works?

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Other industries would kill for the data that we have in the arts. Little do our customers know how much they reveal about themselves every time they buy a ticket!

Roisin Jones, Marketing Analyst, Wales Millennium Centre

Jargon Buster

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Concession

What does this mean?

A reduction in the cost of admission to a charging facility, event or performance, made in recognition of a user’s social background, profile or particular needs.

If such a price reduction is offered as part of a marketing initiative or campaign (and not as part of the organisation’s usual concessions policy), this should be referred to and reported as a discount. See also the protocol for CONCESSION below.

How did we get this definition?

Organisations frequently have a variety of reasons for reducing the cost of admission charged to a paying attender. These reasons range from those arising from a customer’s social background and a facility’s social inclusion/exclusion policies, through to more commercial marketing initiatives and promotions.

Related and similar definitions

As a result, and for purposes of clarity, if a price is reduced inrecognition of customer’s social background or in keeping with an organisation’s social inclusion/exclusion policies, these should be recorded as a ‘concession’. But if a price reduction is offered as part of a marketing initiative, special offer or sales promotion campaign, thisshould be recorded and reported as a discount.