London’s Dominion Theatre has signed a deal with CrowdEngage to create a COVID-secure experience for audiences as it reopens this month.

Through the partnership, audiences will receive mobile tickets via CrowdEngage on the day of the performance, together with an entry time for their bubble.

In addition, though the theatre’s in-person bars are currently closed, customers can preorder drinks directly from their tickets, for both pre-show and interval service. When a customer arrives at the venue, the bar is automatically notified and the order is prepared and delivered as soon as they take their seat.

The West End Nederlander-owned venue reopened on Monday for the first time since March with A Christmas Carol.

Dominion Theatre manager Christiaan Light said: “CrowdEngage is precisely what we have been looking for to enable us to react quickly to the changing situation and offer a straightforward, download-free way for our guests to order drinks, snacks and merchandise to be delivered direct to their seats this Christmas.”

CrowdEngage, which has 25 clients in the UK and US, integrates directly with the theatre’s ticketing system meaning there is no login or sign-up process for customers. The system automatically identifies customers via their booking and combines just-in-time messaging, mobile ticketing and ordering to allow food and beverages to be delivered directly to seats in as few as two taps.

John Hindley, operations director at the Dominion Theatre, said: “It’s been great working with CrowdEngage, making the most of their innovative approach to streamline our processes. We’re looking forward to developing further opportunities with them in the future as we continue to strive to provide world-class service to our guests in an ever-changing environment.”

CrowdEngage founder Hugh Topping added: “After a pretty tough year for everyone, we’re delighted to be helping theatres welcome back their audiences. Moving into the West End is an exciting step for crowdEngage as a company and it’s great to work with the enterprising team at the Dominion to upgrade the theatre-going experience.”

Image: Mark Sykes