The 434 Initiative
Live Arts Launches Bold New Access Program: The 434 Initiative
Charlottesville, VA — Live Arts is proud to announce the launch of The 434 Initiative, a bold new effort designed to welcome a new generation of theater lovers into the heart of Charlottesville’s vibrant performing arts scene. Rooted in the belief that theater should be accessible to all, The 434 Initiative offers $4.34 tickets to anyone 25 or younger—or anyone who has never been to a Live Arts production before.
“We recognize that the future of theater is in the hands of the next generation,” said Live Arts Executive Director, Lisa Capraro “We want to welcome them now—so they can discover the joy, the community, and the creativity that theater brings. It’s a centuries-old art form that feels new again when experienced for the first time. Although we know this isn’t the only barrier, we are willing to test if 434, along with other outreach, brings new people to our venue.”
The 434 Initiative was born from a simple but powerful idea: by radically lowering the barrier to entry, Live Arts can invite more people—especially young and first-time audience members—into the theater. The goal is not just to fill seats, but to build relationships with new theatergoers and reflect the full diversity of the Charlottesville community.
“The 434 Initiative is about more than affordable tickets; it’s about opening doors. I’m excited to see all the new faces who will discover Live Arts through this program and, like me over the past seven years, find a home here in our community theater. Live Arts has always been about forging theater and community, and 434 is another bold step in living out that mission.” Ckalib Nelson, Live Arts, Vice President of the Board.
Live Arts is committed to continuing this initiative into its 2025-26 season, even as it accepts the financial challenges that come with operating a volunteer-powered theater today. The organization hopes to crowdsource support for The 434 Initiative by inviting regular ticket buyers and generous donors to help underwrite the cost. In doing so, patrons have the opportunity to “pay it forward,” ensuring that price is never a barrier to participation. We are also proud to continue our partnership with Ting for “Pay What You Can” performances throughout the season which also makes theater more accessible to many.
This is one of several strategic initiatives that Live Arts is undertaking as it celebrates its 35th year of forging theater and community in Charlottesville. With the support of its staff, board, volunteers, and community, Live Arts continues to explore bold, inclusive ways to make live, volunteer-powered theater accessible for everyone.For more information about The 434 Initiative or to support this program, visit livearts.org/show/434/.
