UK Theatre has teamed up with The Audience Agency to provide a new sales reporting service through Audience Finder, a database of ticketed cultural engagement.

The new service will auto-collect UK Theatre members’ sales data from over 200 auditoria across the UK through Audience Finder, generating more accurate reporting of theatre and the performing arts sales across the UK.

Anne Torregianni, The Audience Agency’s chief executive, said: “We are delighted to be able to provide the ease and efficiency of data collection and analysis to UK Theatre members that will help them to focus their energies more than ever on their audiences. Moreover, we look forward to working together to harness the power of data in improving reach, resilience and relevance across the arts and culture sector.”

UK Theatre members will join the Audience Finder community with more than 800 arts organisations currently contributing to the overall picture.

Audience Finder ticketing data is powered by Arts Engines technology, jointly developed by Baker Richards and JCA.

Cassie Chadderton, head of UK Theatre, said: “This exciting new partnership between UK Theatre and the Audience Agency will enable us to report with increased accuracy on the contribution of theatre and the performing arts to the UK’s creative industries.

“The insight gained through Audience Finder will help UK Theatre further demonstrate the vital importance of theatre and the performing arts to the national economy and cultural life in the UK and we are excited to see the results.”

Image: Norio NAKAYAMA