The Ambassadors Theatre Group (ATG) CEOs Howard Panter and Rosemary Squire have announced what is likely to be the UK’s largest theatre membership scheme and also the UK’s first ever nationwide theatre loyalty scheme: The ATG Theatre Card.
Extending to all their 39 venues, including the West End, the paid-for membership card offers a range of benefits that customers can use in their local theatre, other ATG theatres in major cities (including ATG’s West End venues) and tourist areas around the UK. Costing £30, the card allows members to buy up to four tickets per show and will give them priority tickets, and probably most importantly for many members, no booking or postage fees on most shows, with fee free ticket exchange.
In what is clearly designed as an added-value “customer experience” package, other benefits include 10% savings on pre show and interval drinks, free cloakroom, etc. and the chance to attend special events such as launch nights and Q&A’s with cast and creative teams. ATG says the biggest bonus is that the exclusive card is accepted at their 39 venues across the UK and in the West End, and will bring priority brochure mailing, priority booking, and ticket offers (including half price on selected shows). The opening ‘special offer’ is an upgrade to premium seats for Ghost the Musical, saving £35.
Karen Cody, ATG Theatre Card Manager, said: “It is the perfect membership card to ensure customers get the seats they want, for the performance they want and at the price they want.” There is also one website address and one telephone number for all ATG Theatre Card members, www.atgtickets.com/theatrecard and 0844 871 7633.
Howard Panter, ATG Joint CEO & Creative Director, said: “The unique feature of the ATG Theatre Card is that it gives our loyal customers exclusive access to benefits and special offers across our entire portfolio of UK venues including 12 in the West End.”
No doubt this is all enabled by the migration of ATG venues to a single ticketing platform, currently ENTA, prior to their move to the AudienceView system over the coming months. The Theatre Card replaces the Ambassadors’ Friends and Live Card schemes, whose members will automatically become Theatre Card members on renewal.