Estimating demand for opera using sales system data: the case of Finnish National Opera

Using detailed data for 2001–2009 from the sales system of the Finnish National Opera, we estimate the determinants of demand for opera tickets. We find that operas in their premiere season are more popular than reprises. Demand is lower for classical operas and higher for domestic operas and for performances with a famous opera singer. Press reviews and the overall popularity of the opera piece have the expected effects. There is also evidence of seasonal effects. By excluding temporarily discounted tickets, controlling for performance characteristics and quality and using a method that takes into account capacity constraints, we are able to credibly estimate the price elasticity of demand. The overall elasticity is close to unity: on average, a 1 % increase in prices would result in 1.16 % decrease in demand.