Rev Stan's Theatre Blog

London theatre reviews and interviews

recent posts

about

Is it time for theatres to reward loyal ticket buyers and how should they do it?

When tickets went on sale for the concluding play in Jamie Lloyd's Pinter at the Pinter season – Betrayal starring Tom Hiddleston – those who had already booked tickets for other, arguably less commercial plays, were given 24-hours priority booking*.

IMG_6390

Tom Hiddleston is a big draw, Hollywood level stardom with a large fan base and demand was going to be high for tickets, so it felt like a genuine reward was being offered for those who are theatre fans first and foremost.

And I don't think I've seen a theatre do anything quite like this before.

Recognition for loyalty

The gesture and recognition for loyalty felt all the greater when a few days later the National Theatre sent out emails about the results of a ticket ballot for another play with a Hollywood star in the cast.

Cate Blanchett is taking to the Dorfman stage next year in a play directed by Katie Mitchell and, anticipating high demand, the National asked people to apply to go into the ballot for a chance to buy tickets. 

I didn't make it through to the ballot but luckily my friend Poly did and we managed to get tickets.

However one of my theatre friends on Instagram – @tea_and_empathy – wasn't so lucky and in a post pointed out that she'd been going to the National Theatre for more than 40 years and it would be the first Katie Mitchell production she hadn't seen.

Good customer service

Theatres in recent years have started waking up to the fact that audiences are their customers and good customer service is important but it goes beyond that, for those of us going to the theatre regularly, it can feel like a one-sided relationship.

Is it time for theatres to show some recognition for loyalty?

IMG_2717
The priority booking for Betrayal is a great idea but a lot of theatres offer priority booking as a perk for donating via their friends' schemes.

And the Harold Pinter is a commercial theatre whereas a lot of London's theatres are reliant on subsidies as well as every penny they take from ticket sales.

But there are other ways of showing regular customers they are valued.

Free seat upgrade

For example, how about a free seat upgrade on the night if a more expensive ticket hasn't be sold?

What about offering benefits around returns rather than 'no exchanges or refunds'?

Some theatres – the Barbican and National Theatre for example – will already exchange the ticket for a credit on your account if you return it up to 24 hours before but why not make this a perk for regular visitors?

What about invites to rehearsals? It's not unprecedented, I was once invited into the rehearsal room at the National along with other bloggers and critics where we saw a selection of key scenes from a new play.

Test 'screenings' of plays

Films have test screenings so what about something similar – scratch performances aren't uncommon on the fringe scene after all?

Or perhaps something relatively simple like a sneak preview of a new season announcement, rehearsal or production images – 'as someone who regularly visits we wanted you to be the first to know/see'.

I'm sure my fellow theatre fans will have more ideas but it wouldn't take much for theatres to build a relationship that wasn't just about money with their regular customers but in doing so it might benefit them.

* ATG card holders got the same advanced booking

Posted in

6 responses to “Is it time for theatres to reward loyal ticket buyers and how should they do it?”

  1. Neil Durham avatar
    Neil Durham

    Delighted with my Betrayal tickets after committing to all 7 (I think!) of Pinter at the Pinter but didn’t make the National draw. Only it will have figures for how many people missed out but surely it’s a reason to extend the run or transfer to the West End? I’m a National member and this is the 1st time I’ve not been able to go to something I’ve wanted to. Harumph!

    Reply
  2. Carolyn avatar
    Carolyn

    I’m a member of ATG and am interested to know that I only got an email telling me about members’ priority booking, so even though I’ve also booked other Pinters through them, they didn’t send the e-mail out to me to tell me that I’d have gotten priority booking for that.
    I would love benefits for being a regular theatre-goer. And I guess the reason there aren’t more are because, well my ATG membership is pretty cheap, but many theatres have very expensive members’ packages and they get the benefits.
    The biggest thing for me would be the simple ability to return tickets. It’s a kick in the teeth when you spend so much money on theatre tickets and find they are not returnable. In fact most places (BUT NEVER BUY FROM AMAZON TICKETS IS ALL I SHALL SAY HERE!) allow you to exchange tickets for a different performance of the same play for a fee, but that’s not necessarily helpful when you don’t live in London and have to plan your theatre – you often cannot get to any other performance of a play.
    I didn’t make the National draw. Oh well. Was much sadder when I didn’t take Donmar’s draw for St Nicholas, but I eventually got a ticket to that one. I won’t get one for Cate Blanchett though since I can’t day seat, not being a Londoner, but I can’t find it within myself to care that much. Ho hum.
    I’d love to see rehearsals or fragments of a play. I went to a (free) understudy performance of Killer Joe (they just performed snippets) and it was fascinating to compare how the understudies had slightly different takes on the roles. I really enjoyed it – and it was interesting both to see their performances and think of the main cast’s performance in a new light because of it. Trafalgar Studios I think just announced that at the last minute via twitter??
    Trying to speedy-type so sorry – likely spelled all this wrong, whooooppssss! xx

    Reply
  3. Rev Stan avatar
    Rev Stan

    Yes I think with members losing out they definitely won’t be able to make a habit of it. I share the membership with a friend so technically its not in my name but at least one of us made it into the ballot.
    I’m sure with digital records it wouldn’t be that difficult to see who was the equivalent of a ‘frequent flyer’ at a particular theatre.

    Reply
  4. Rev Stan avatar
    Rev Stan

    The returns is definitely an issue and a worthwhile perk. The NT has a really good system especially as they allow you to use your credits when booking online. The Barbican you have to phone up to use them which can be a bit of a faff – but at least they do allow you to return.
    I think there are other persk such as the rehearsals and understudy runs as you experienced that could be offered to regulars. I went to an understudy run of The Cripple of Inishmaan. It was friends and family only but fortunately I knew one of the understudies so wangled and invite.
    It is a brilliant experience as you say. I thought Daniel Radcliffe was superb in the lead role but didn’t realise quite how distracting his ‘star status’ was until seeing it performed by the relatively unknown understudy – who was also really good.

    Reply
  5. Carolyn avatar
    Carolyn

    The Bridge are great at returns too. And yes, I always feel safe buying a ticket from the NT as I know if I can’t go I’ll be able to return or exchange it with no issues.
    It was mainly friends and family at the understudy run I went to too, but nice of Trafalgar studios that they opened it up so anyone could go. It was free but first come, first served. Not many people turned up though, which I felt a bit of a shame, but then I have a feeling it was around 4pm on a week day afternoon, so likely not ideal timing for many.
    To see other people perform even a tiny bit of a role is really very interesting and gets you to appreciate the work of both understudies and main cast in a new way, or it did me. The understudies I saw were great too.
    I have (even more) huge understudy appreciation ever since an understudy had to take over Tom Glynn-Carney’s role right at the emotional climax of The Ferryman in the performance I saw.
    “Test screenings” of plays could really help the odd production out – the ones where previews have to be cancelled. After all, when you’re working on a play, you can’t have a total concept of how it’ll come across to an audience. To preview it with regular theatre-goes who in a free situation could give their views and thoughts after maybe and would feel both loved by theatre and theatre-makers and involved in the theatre production. And if it’s something great, surely such an audience would only buy more tickets or encourage theatre-loving friends to buy tickets?! :)
    I don’t see many plays more than once, but I wouldn’t say no to some perk for if you loved a play so much you did decide to book to see it another time. You know, just maybe a wee seat upgrade in thanks of your love?!?!?! Is that too cheeky?!

    Reply
  6. Caz avatar
    Caz

    That really does sound like such a good idea! I don’t live in London but do try to get in a few trips a year to go and see different theatre shows.

    Reply

Leave a Reply to CazCancel reply

Discover more from Rev Stan's Theatre Blog

Subscribe now to keep reading and get access to the full archive.

Continue reading