Revolutionising Theatre Experiences: How Digital Strategies and Investment Can Shape the Future of Regional Theatres
Andrew Howard
Over 30 years in marketing, revenue and audience development. Head of Audiences, Marketing, Sales at Blackpool Grand Theatre, Head of Marketing UK Productions (touring), and Theatre Marketing/Audience/Revenue Consultant.
by Andrew Howard, Head of Audiences, Marketing and Sales - Blackpool Grand Theatre
As the Head of Audiences, Marketing, and Sales at Blackpool Grand Theatre, I constantly question 'how digital (tools) can enhance our audience's experience and foster long-term engagement'. The theatrical landscape is evolving rapidly, and as we look to the future of the arts, it’s essential to not only embrace change but also to lead it.
"Revolutionise, Innovate, and Inspire: Together, we create theatre experiences that transcend boundaries. By embracing the power of digital transformation and artistic innovation, regional theatres can foster new connections, engage diverse communities, and shape the cultural future for generations to come. With the unwavering support of Arts Council England, we can stand at the forefront of this movement - committed to making the arts more accessible, immersive, and unforgettable." Andrew Howard
The Power of Personalisation and Digital Engagement
In today’s digital world, personalisation is no longer optional - it’s expected. Audiences want an experience tailored to their preferences, and the data supports this. According to research, 91% of consumers are more likely to shop with brands that provide relevant offers and recommendations (Qualtrics).
When we send personalised show recommendations or offer ticket incentives based on historical purchase behaviour, we are not only increasing sales but also fostering a deeper connection with our patrons. A recent theatre campaign ‘Christmas in July’ raised over ￡25k in a week from bookers ‘that was expected to book’, but the offer was targeted and personalised. Theatres must embrace these trends by leveraging customer data to personalise every touchpoint, from the first website visit to post-show follow-ups.
“Blackpool Grand Theatre, we have been experimenting with digital loyalty and targeted advertising to offer personalised promotions to frequent theatregoers. Early results indicate a 27% higher engagement rate with targeted campaigns than with generic messaging.” (Qualtrics) (McKinsey & Company)
Arts Council England
Arts Council England (ACE) is a critical supporter of regional theatres, but as we step into an increasingly digital world, we need even more investment in technology and innovation. The ACE's investment in the Digital Culture Network has helped many venues, including Blackpool Grand Theatre, to explore new digital strategies. However, increased focused funding could revolutionise theatre audience engagement across the regions.
For example, ACE may consider supporting regional theatres in launching Virtual Reality (VR) experiences for patrons unable to attend live shows due to physical or geographical constraints. Theatre tours conducted by drones created into a VR experience could help wheelchair users discover new aspects of heritage buildings, normally inaccessible.
?“In other Heritage areas, I’m interested in developing a VR tour that?could take audiences through a virtual ‘secret door’ back to our opening night in 1894, where they could virtually meet historical figures and Blackpool landladies who frequented our stalls or the architects discussing the intricate designs of Frank Matcham (APNtech). This type of digital innovation would not only enhance access but could engage heritage tourism in a completely new way.”
Why Do People Buy Theatre Experiences? The Science Behind Engagement
When thinking about why customers choose to purchase an experience, especially something as immersive as theatre, it’s essential to understand the human science behind it. Studies have shown that experiences, rather than material goods, provide longer-lasting happiness due to the emotional connection they create (APNtech).
?“This is particularly true for live theatre, where audiences experience a shared emotional journey with the performers. By tapping into this emotional resonance digitally - through behind-the-scenes content, actor interviews, and real-time engagement - we can entice audiences to invest in the experience even before they purchase a ticket.”
Further, live streaming offers can extend the reach of that emotional connection beyond the physical stage. Data shows that live videos garner 135% more organic reach than static posts on social media, proving that theatre companies can maximise their engagement by offering live glimpses into rehearsals, production processes, or even post-show Q&As (MarTech).
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Regional Theatre in 2040: The Future of Digital Engagement
Looking ahead to 2040, theatres will need to be at the cutting edge of customer interaction. The rise of Digital Wallet Tickets is one avenue where theatres could integrate not only the ticket itself but exclusive content such as trailers, interviews, and seat upgrades. Imagine purchasing a digital ticket and receiving updates to it (notifications) leading up to the show that includes rehearsal clips or exclusive interviews with the director, creating a fully immersive ticket in the lead-up to the actual performance (HubSpot Blog). This kind of digital integration could be the next step in how customers engage with theatre/arts. All the information is?in one place.
Furthermore, advancements in AI and machine learning can enable theatres to predict audience behaviour better, offering more dynamic pricing models and increasing accessibility through last-minute deals or targeted promotions. Theatres will also need to focus on seamless omni-channel experiences to ensure that customers can interact with the venue across all digital platforms effortlessly - from browsing upcoming shows to purchasing tickets (McKinsey & Company).
What Questions Should Regional Theatres Be Asking About the Digital Future?
As regional theatres embark on this journey toward digital transformation, we need to ask ourselves some key questions:
These are the questions that will help guide the next wave of digital experimentation in regional theatres.
FIVE Ideas for Regional Theatres to Experiment With in 2025
Potential Funding Opportunities
To support these ideas, theatres can apply for Arts Council England’s National Lottery Project Grants, which offer significant backing for projects that include digital innovation. Additionally, ACE’s Digital Culture Network continues to provide vital resources for theatres looking to explore new technologies. For experimental projects like VR tours, look to tech-oriented funding programs such as Innovate UK or Digital Catapult, both of which consider financial support for technology-driven initiatives in the creative industries.
In conclusion, by blending cutting-edge digital strategies with a deep understanding of audience behaviour, regional theatres can ensure they remain a vibrant part of the cultural landscape. With the right support from ACE and other digital innovation funds, we can create experiences that resonate emotionally and intellectually with our audiences, drawing them into the magic of live performance like never before.
Arts Council England Department for Culture, Media and Sport Arts Marketing Association Blackpool Grand Theatre
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