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Theatres across the UK have struggled over the last two years due to the pandemic, which brought with it closures, capacity restrictions and of course, a lack of confidence from traditional, regular theatregoers who are worried about catching COVID-19.\u00a0<\/span><\/p>\n Just last week, the UK\u2019s Royal National Theatre announced that its income was almost halved during the first year<\/a> of the pandemic and was down more than \u00a350m ($67m\/\u20ac59m).\u00a0<\/span><\/p>\n The easing of restrictions last year brought some relief to theatres and venues, which were able to operate and stage productions once more. However, the emergence of the Omicron variant over the winter created issues with performers and crew having to self isolate, and a spate of shows had to be cancelled.\u00a0<\/span><\/p>\n Helping Hand<\/b><\/span>\u00a0<\/span><\/p>\n Christmas may have come and gone but Theatre Tokens, a gift voucher scheme run by not-for-profit Society of London Theatre (SOLT), can help patrons in supporting their beloved theatre while also patiently waiting for when they are ready to return.\u00a0<\/span><\/p>\n Theatre Tokens has been running for almost four decades and can be used to purchase tickets at more than 260 theatres across the UK, including London\u2019s famous West End.\u00a0<\/span><\/p>\n \u201cWhether it\u2019s an e-gift or a physical gift card, one of Theatre Tokens\u2019 best features is that they have no expiry date, so they make a fantastic gift that won\u2019t run out<\/strong>,\u201d said Jamie Snelgrove, Theatre Tokens business development and relationship manager.\u00a0<\/span><\/p>\n This means that tickets can be purchased for loved ones without pressuring them to return to the theatres until they are truly ready, while also making sure the local theatre is still there once they are able to do so.\u00a0<\/span><\/p>\n Direct from the West End with an extraordinary story and unforgettable vocals. Let your soul sing with the dazzling, multi-award winning DREAMGIRLS at @BristolHipp<\/a> from 5 \u2013 22 January pic.twitter.com\/z7lPGoUA7b<\/a><\/p>\n \u2014 theatretokens (@TheatreTokens) January 10, 2022<\/a><\/p>\n<\/blockquote>\n Snelgrove added: \u201cOne of the great things about Tokens is that we\u2019re run by the Society of London Theatre, a not-for-profit organisation, so you can rest assured that using Theatre Tokens is supporting the theatre industry, especially at a time when they need it most<\/strong>.\u00a0<\/span><\/p>\n \u201cIt\u2019s been a difficult couple of years for the UK\u2019s theatre industry and the many people who work within it. Now more than ever, theatre is reliant on its loyal audiences returning to continue to survive and thrive<\/strong>.\u201d\u00a0<\/span><\/p>\n Big time or local panto\u00a0<\/span><\/b><\/span><\/p>\n Purchasing a gift card from Theatre Tokens also means that the benefactor can choose what to watch, whether that be a show featured on London\u2019s West End, or a festive pantomime at the local theatre.\u00a0<\/span><\/p>\n \u201cTheatre Tokens are a great purchase all year round<\/strong>,\u201d said Snelgrove. \u201cWe\u2019ve found that almost 70% of Tokens purchases are birthday presents, as they can be bought for any customisable amount and won\u2019t expire<\/strong>.\u201d\u00a0<\/span><\/p>\n Before the pandemic hit, around 355,000 theatre tickets were bought each year using Theatre Tokens gift cards, and over \u00a310m worth of Theatre Tokens were sold annually.\u00a0<\/span><\/p>\n Snelgrove said: \u201cWhile these numbers have understandably taken a dip during the last couple of years, Theatre Tokens\u2019 lack of expiry date allow the consumer to wait until they are happy to return to theatres or until something really want to see is on, so they are still a no-risk purchase<\/strong>.\u201d\u00a0<\/span><\/p>\n Moving into 2022 has provided some light, as Snelgrove explained that while not everyone has returned to the theatre, audience numbers are increasing as restrictions are gradually removed.\u00a0<\/span><\/p>\n He said: \u201cWe\u2019re seeing customer confidence returning as more Theatre Tokens are being redeemed, which feels in line with restrictions lifting across the UK<\/strong>.\u201d<\/p>\n A token gesture<\/b><\/span><\/p>\n Snelgrove also highlighted how Theatre Tokens helps the theatre industry on top of providing gift cards to theatre-loving customers.\u00a0<\/span><\/p>\n He said: \u201cWe are constantly trying to promote the theatre industry across the UK. We provide free marketing support and access to our date, raising awareness of the shows Theatre Token-accepting theatres are putting on<\/strong>.\u00a0<\/span><\/p>\n \u201cAlso in May 2021, we began a partnership with O2 Priority where customers can purchase Theatre Tokens for \u00a340 or \u00a320 and get double the amount for free. The \u2018Priority Show Stoppers\u2019 campaign is live in-app for up to a week each month, and each month we highlight three different shows playing across the country to show customers a taste of what they can spend their Theatre Tokens on<\/strong>.\u201d\u00a0<\/span><\/p>\n Image: Samuel Regan-Asante<\/a> on Unsplash<\/a><\/p>\n<\/div>\n\n