Abstract

This paper draws upon the three years experience of the author as manager of the Auditorium Parco della Musica of Rome. It intends to demonstrate that when cultural offer looses its feature of exceptional or extra-ordinary event and becomes something «usual» and alternative to other forms of leisure time consumption, price becomes a relevant issue which influences people's choices and consequently determines the demand of culture. The paper analyses consumers' behaviour not only regarding «one-shot» or blockbuster events but specifically in relationship with an offer available each day of the year and addressed to a large audience, which deeply changes the concept itself and the ways of consumption of the «performing art product».