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Albany’s £1 ticket scheme credited with attracting new audiences

Albany chief executive Gavin Barlow.
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The Albany arts centre’s recent initiative to sell a batch of at £1 each saw the majority of them sold to people who had never been to a show at the venue before.

More than 225 tickets were sold through the a market stall, alongside a second release at the box office on the day, with around 60% bought by first-time customers.

The sale saw 10 tickets for each of the venue’s 30 shows in its spring season available for £1.

Family show Dogs Don’t Do Ballet was the first to sell out, followed by hip-hop artist and choreographer Jonzi D’s Lyrikal Fearta.

Most of the tickets sold were for shows taking place in the Albany’s main 300-seat auditorium, while a smaller number were for its 60-seat studio.

Gavin Barlow, chief executive of the Albany, said the success of the initiative in attracting new audiences meant he hoped to repeat it with every season announcement in the future.

He admitted it was a risk applying the scheme to shows that were expected to sell out regardless, but said: “What we’re finding is that even when the £1 tickets have run out, sales are doing really well at full price. It seems to be stimulating more interest and conversations about what we’ve got on, which materialise in higher ticket sales across the board. So the gains outweigh the losses.”

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