It seems rather hard to believe, that there isn’t already a theatre themed cafe in theatre land. But it turns out, that gap in the market (that no one had particularly noticed) has just been filled.
It seems like Jill and Joe Davey (names that work so well together, you would think they’re from a musical themselves) are going for a Waterstones-for-the-Theatre meets Hard Rock cafe style with their new Theatre Cafe, opening on the West End on 12th January. The two owners, who also own the London Theatre Bookings ticket agency, are going for a comfortable, customer friendly approach. Somewhere to “sit in a comfortable environment, purchase refreshments and chat to the staff about the various shows on in London” Jill and Joe have commented. Items from shows such as Wicked and The Lion King are being leant to the establishment to be put on display.
However, unsurprisingly with the owners also owning a ticket sales company, it would appear that the cafe is also highly commercially driven. According to reports, iPads (other tablets are available) will be placed on the tables so customers can watch clips from shows and browse tickets. The head of sales at London Theatre Bookings says they’re working to “create exciting promotions using this new space”.
Sounds like a ticket queue with tables and coffee.
You will be able to find the Theatre Cafe at 66 Shaftesbury Avenue, London.
Do you plan on visiting the Theatre Cafe? Do you think you would enjoy sipping a mocha latte here?
A new ticketing system has been given over £100,000 to fund development by the Digital R&D Fund for the Arts. This pioneering technology has been spearheaded by the Firestation Centre in Windsor to allow more flexible ticket prices and improve audience outreach.
“Neo-Ticketing” has been designed and implemented by the Firestation Arts Centre in association with Monad Software Ltd and the Department of Economics at the Royal Holloway University of London, and will be used in the venue until September 2015. The technology utilises the same algorithms as airlines; raising and dropping tickets prices according to sales. The more tickets that are bought, the higher the price. The centre explains that there will also be regular “Price Crashes” to stimulate interest. The Firestation Arts Centre, which is in the heart of Windsor, hopes that these “flexing” prices will make their performances more accessible and perhaps more appealing to a wider audience, rather than tickets being stuck at a fixed price.
The Firestation explains that this will hopefully mean more full houses for their performers to play to, and hopefully more profit from each performance, while at the same time, giving theatre goers a better deal too. With rising claims that theatre is becoming “elite”, these innovations are a welcome attempt to make theatre a more communal and diverse place.
The Digital R&D Fund has outlined the importance of these new developments, and how the merging of technology and theatre is bringing new audiences and offering new possibilities to the world of theatre. The managing director of the Firestation Centre, Dan Eastmond comments that these new developments are the only way to survive as a traditional theatre in the modern technological age. “I would think every theatre, unless they have a slight death wish, is looking to see what new ideas are out there, and what they can do differently”.
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