Snap Facts February 2004:
Current Nutcracker Attendance

The following figures are based on data from 22 ballet companies who reported Nutcracker attendance for three consecutive seasons (Dec 2001, Dec 2002 and Dec 2003). Fifteen of these 22 companies also reported for Dec 2000, thus providing a fourth year.

There is no clear trend in Dec 2003 Nutcracker attendance.
While many companies have experienced challenges over recent years, several have rebounded in 2003.

• Eight companies increased attendance over 2002 levels.
• Ten companies experienced decreased attendance over 2002 levels.
• Four companies “held level” by reporting a positive or negative change of less than 2% over 2002 levels.

The mixed results in 2003 contrast with a clear and widespread attendance decline the previous year.

• In Dec 2002, 18 of 22 companies reported decreased attendance from 2001 levels, while zero companies “held level.”
• For eight companies out of 22, attendance in 2002 was the lowest of three years (2001, 2002 and 2003).

The December 2001 season was a spike for Nutcracker attendance.

• For 15 of 22 companies, 2001 had the highest attendance of the three years. Only two companies reported 2001 as the lowest of three years.
• For the companies reporting four years (including 2000), seven of 15 reported 2001 as the highest of four years.

Despite improvement or stabilization for some companies in 2003, the general outlook for many companies across recent years is less encouraging.

• Only one company, the smallest one reporting, posted attendance gains in both 2002 and 2003. Eleven companies posted declines in both years.
• Of the 15 companies reporting four years, 13 gave either 2000 or 2001 as having the highest attendance of the four years. Zero companies gave 2003 and only two gave 2002 as the highest.

Nutcracker income has been less likely to decline because high-end ticket prices have increased dramatically.

• Eight companies reported Dec 2003 as their highest total Nutcracker revenue year in the three or four years reported. This remains true even if inflation is taken into account.
• The highest adult ticket prices have increased since 2001 at all 22 companies. Increases ranged from 1% to 100%, averaging 22% . Compare this with 4% percent inflation since 2001. Fourteen companies reported increases of 10% or greater.