In the countdown to #TBF22, we’re highlighting some of the VIP guests who will be joining us in Manchester. This week we spoke to Nathan Naylor, head of Theatre Tokens, on how ticketing will change for theatres and the arts.
Theatre Tokens is a gift voucher scheme run by not-for-profit Society of London Theatre (SOLT) and has been running for almost four decades. Gift cards can be purchased by individuals or bought as gifts, and can be used to purchase tickets at more than 260 theatres across the UK, including London’s West End.
Before the pandemic hit in 2020, some 355,000 theatre tickets were bought each year using Theatre Token gift cards.
TheTicketingBusiness: What excites you most in ticketing and technology in 2022?
Nathan Naylor: “The beginning of the end for paper ticketing, but an opportunity for theatres and producers to create – and charge for – bespoke commemorative tickets creating memories, not just transactions.”
TTB: What’s on the roadmap for the next 6-12 months?
NN: “Recovery from COVID-19. We need to instil confidence in our audiences again.”
TTB: What are you looking forward to most about the Forum in July?
NN: “Catching up with industry peers and hearing their views on the health of our sector.”
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