PRICED OUT OF THE STALLS
Theatre attendances are falling as ticket prices continue to rise
T HEATRE attendances have fallen for the second year in a row - with experts blaming ticket price rises.
Data from UK Theatre shows 18.7 million tickets were sold in 2017, the lowest number since 17.6 million were sold in 2013.
It represents a fall from the 19.1 million sold in 2016 and the 19.2 million sold in 2015.
The decline comes despite the number of performances increasing from 42,866 in 2016 to 44,135 in 2017 - meaning the average attendance per performance dropped from 445 to 424.
And while ticket numbers are falling, prices are on the rise.
Last year, the average theatre ticket cost £25.08.
That’s up from £24.71 in 2016, and a rise of 11.3 per cent since 2013, when the average cost was £22.53.
While not a huge increase, theatre was already an expensive pastime - perhaps explaining why a recent YouGov poll found more than a third of Brits (36 per cent) think going to the theatre is a “posh” thing to do.
The average ticket price also hides the fact that some performances and seats can come with eyewatering price tags. A recent survey from theatre magazine The Stage found 20 out of 37 West End shows were selling top-price tickets for £100 or more. When the survey was first published in 2012, no seats cost that much - and while some tickets for top-end plays are cheaper, those often come with restricted views of the stage. Fiona Allan, president of UK Theatre, said: “The overall consistency of these latest figures is testament to the continuing strength and resilience of the UK theatre industry, despite the economic climate.
“While it is fantastic to see more performances around the country, however, it is notable that revenue and attendances haven’t also risen.
“It is too soon to say whether these figures are an anomaly, or whether they may signal a growing disparity between what theatre audiences are able to pay, and the amount theatres now charge.
“If a trend does appear over the next few years, the theatre industry will need to explore ways of operating ever more creatively to retain and grow audiences in a landscape of reduced funding and tough operating costs.” A recent ruling from earlier this year means that ticket resellers for live events must provide more information around resold event tickets to protect consumers from rip-off prices. Resellers must disclose the ticket’s original price, and identify the particular seat or standing area of the ticket.