Despite the bleak economic climate, 2011 proved a record-breaking year for Theatre Tokens, which saw sales of nearly £10 million.
The success of the theatre voucher scheme run by the Society of London Theatre (SOLT) is just the latest sign that despite pressure on incomes, high inflation and economic uncertainty, people still want to go to world-leading theatre and be entertained.
Sales of Theatre Tokens suggest that theatre fans also want friends and family to have the chance to see a show, especially around the festive season, with over 50% of Theatre Tokens’ trade coming in the final quarter of 2011 and more customers than ever before purchasing tokens in the run up to Christmas.
Mark Rubinstein, President of SOLT, commented: “We are delighted that Theatre Tokens sales have gone from strength to strength in 2011, with consumers recognising just how much the magical gift of theatre is appreciated by friends and family. With so many highly anticipated shows opening across the UK this year, adding to an abundance of critically acclaimed and much-loved long-running shows, theatregoers will certainly be spoilt for choice in 2012.”
Theatre Tokens, which are accepted by more than 240 theatres across the UK including the West End, are available in £5, £10 and £20 denominations and can be bought online, by telephone on 0844 887 7878 or in person at theatres or selected branches of WHSmith and Waterstones.
Founded in 1984 as a way of encouraging theatregoing, any profit from the scheme is reinvested into supporting the theatre industry.