The rise of experience gifting has been extremely lucrative for the world of theatre. Not only has it contributed to ticket sales but it has also encouraged non-typical or less frequent audiences into the theatre. Gifted as tickets, or as part of a ‘dinner and a show’ or ‘city stay and performance’ package, the gifting sector and the performing arts sector have merged to fulfil an increasing public sway towards experiences over physical gifts.
Theatre gift vouchers offer an opportunity not only to enjoy a single performance but also to foster a lasting relationship between patrons and theatres. Yet, turning gift voucher recipients into lifelong patrons goes beyond the performance.
In this article, we’ll explore some of the ways theatres may seek to re-attract theatre visitors and ensure these gift experience guests transform into lifelong theatre fans.
Naturally, the performance is the most essential component in an enjoyable experience but we’re assuming you’ve got that covered. So we’ll focus on the wider parts of the experience that make a theatre trip memorable.
When packaging theatre gift experiences, consider the add-ons that truly elevate the experience. Pre-booked goodie bags with merchandise and a programme waiting in the seats of audience members can make guests feel special. Furthermore, it gives them a lasting reminder of the event and may prompt them to return to other shows or to recommend the show to others.
An arrival or interval pre-ordered drink (or bottle) is also always a good call. Not only is this a special treat but it also avoids the hassle of queuing at a busy theatre bar.
With VisitOne, theatre guests can pre-order their drinks, even if they’re not the ticket purchaser. By enabling shadow attendees to access their tickets through the app, they’ll also be able to select their drink choices, even if they’re included in the ticket cost. For venues, this takes the pressure off the bar and means you can organise pre-ordered drinks before the pre-show rush, streamlining the experience for both staff and patrons.
If you offer pre-show dining or partner with a nearby restaurant, you may include a meal in the package also. Remember, gift experience voucher holders may not be given the same automated information that those who book directly with your venue receive. Therefore, ensure they are informed of the show's start time so they can plan their table booking accordingly. Preferably, you’ll be able to offer table booking through a platform like VisitOne, where you can advise audiences on the best time to eat to ensure they have plenty of time to enjoy their meal before curtain up.
Delivering an exceptional customer experience is essential for cultivating loyalty. Theatres can enhance the gift voucher redemption process by offering convenient booking options, such as online, phone, or in-person ticketing. Streamlining the redemption process and providing clear instructions can make recipients feel valued and encourage them to return for future performances.
As with any visitor to your theatre, you’ll want to ensure the experience is streamlined and simple. Ensure that gift experience voucher holders are encompassed in your CRM systems so that they receive all pre-visit information.
You’ll also want to ensure their tickets are accessible. If you’re using a ticket delivery service, you’ll need tickets and all relevant information is sent to the gift experience recipients, not the booker.
If you’re only capturing the booker’s information when selling tickets, you may want to consider VisitOne’s solution. Our platform can be accessed by all ticket holders, so they may manage their booking, pre-order drinks, book tables for pre-show or post-show dining and gain entrance to the theatre without having to wait for other group members.
When shows finish later in the evening, you’ll want to ensure the safety of your guests upon leaving. Therefore, it’s a good idea to provide attendees with travel information and taxi contact details leading up to the event, so they can better plan a safe journey home.
Promoting future performances and shows to theatre gift experience attendees is crucial for turning them into lifelong patrons.
Of course, some of this can be done at the theatre with posters, advertisements and brochures. Many theatres have information regarding upcoming performances in the bar areas so this is another reason to encourage theatre gift experience attendees into these spaces. However, digital communications are highly effective for encouraging ticket-holders back to the theatre too.
Collecting email addresses during the gift voucher purchase or redemption process allows theatres to directly reach out to attendees with information about upcoming performances. Sending regular newsletters or updates with details about upcoming shows, special events, and exclusive offers can keep recipients engaged and informed. Integrate your systems so you can segment audiences based on demographics, interests, and past attendance history. This can ensure that advertising efforts resonate with recipients and increase the likelihood of conversion.
Don’t forget, if you’re using VisitOne, our platform can showcase your upcoming shows. We can help you leverage customer data to provide personalised recommendations for upcoming performances based on the recipient's preferences and past attendance history.
Remember, those gift voucher experience guests may also recommend the show to others and you can encourage them to do so. Follow up with attendees post-show to request reviews and enable them to easily share their experience and/or recommend the show on social media or via email. Theatres may also consider offering a discount or access to a special offer for those who share the show with their communities.
You may also offer gift voucher recipients exclusive previews or early access to tickets for upcoming shows as a way to incentivise them to return. Providing special discounts or perks, such as priority seating or complimentary drinks, can further entice recipients to redeem their vouchers and attend future performances.
For most theatres, turning theatre gift experience guests into members would be the ultimate success. You need only look at the faces of those leaving a performance venue to know that it is an experience well worth investing in. However, this feeling and the post-show commitments many make to venture to the theatre more often do wear off and get forgotten over the weeks that follow. So, help visitors stay true to their wish to return by offering membership schemes that allow them to do this.
Implementing membership programs can incentivise gift voucher recipients to become regular patrons. By offering exclusive benefits such as priority booking, discounted tickets, access to rehearsals, or invitations to members-only events, theatres can create a sense of belonging and reward loyalty. Membership programs can also serve as a platform for ongoing engagement, allowing theatres to communicate directly with members and cultivate deeper relationships.