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Page 3 of 5 <br />their contracted performers, compared with the projected City revenue associated with these <br />performances, results in a cost recovery projection of 82%. <br /> <br />New Show Offerings <br />In response to City Council feedback, one of the goals of the new contract will be to increase <br />the quality, frequency and attendance of Firehouse Arts Center shows. Prime Time works with <br />local communities and theater staff to identify audience interests in music genres and identify <br />the best times and dates for shows. Working with several local agencies, Prime Time is also <br />able to book individual performers for several venues across the Bay Area to maximize travel <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 /> <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 /> <br />Show Frequency and Attendance <br />In addition to theater performances that are contracted and booked by Prime Time, Firehouse <br />Arts Center staff will continue to provide direct bookings with long-time favorites such as Jeff <br />Bordes, the Golden Follies, popular tribute bands, local bands such as the CoolTones and <br />Chorus Eclectic, and artists that have been requested through surveys and community input. <br />With a projected 50% increase in contracted performance bookings for FY 2024/25, and <br />additional direct bookings by staff, the goal is for the Firehouse Arts Center to provide 50 <br />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 />Docusign Envelope ID: 5062CBEB-86D1-4094-8E6E-D2DD28010A5C