ATG Entertainment has introduced an additional fee that would allow theatre-goers access to ‘priority’ experiences like the ability to jump the queue across some of its venues.
In an interview with theatre news platform The Stage, ATG Entertainment’s business director for London and West End theatres, Andrew Rawlinson, said the add-on was a way to offer customers a more relaxed and speedier entry into the theatre. Rawlinson said the option had been well-received during its early stages.
Patrons can pay an extra £5 (€6/$7) at ATG’s West End venues like the Ambassadors and Harold Pinter theatres, while certain regional venues offer a Priority Access pass for tickets with queue jump and a house programme.
Meanwhile, a £10 Priority Club Bar package allows audiences for some shows at Piccadilly Theatre in the West End, and Birmingham’s Alexandra, to skip the queue, receive a free programme and gain access to a designated bar.
Manchester’s Palace Theatre and Theatre Royal Glasgow are also included in the scheme, with the hope to feature further venues in the future.
“Much like similar initiatives in other sectors, we aim to make the theatre experience as smooth and enjoyable as possible,” Rawlinson told The Stage.
“For many, having a quicker, more relaxed entry into the venue adds that little extra convenience, luxury and confidence to the overall experience.”
Rawlinson added: “We’ve received positive feedback so far and are planning to roll the benefit out further to ensure even more of our audiences can enjoy the added convenience if they wish.”