#TBF25 Q&A: Utilising technology to increase theatre ticketing sales

The Blackpool Grand Theatre boasts more than 130 years of history and the 1,053-seat, Grade II-listed venue is still thriving today with hundreds of productions each year.

Prior to TheTicketingBusiness Forum 2025, which begins in the UK city of Manchester on April 28, we spoke to the theatre’s Head of Audience, Marketing and Sales Andrew Howard, and Data and Insights Manager Amy Brailsford.

Here they discuss increasing ticket sales and memberships, and the role that technology has to play in that.

What projects are you currently working on?

Andrew Howard: “At the moment, I’m focused on the brief for a new eCommerce website aimed at enhancing ticket sales, boosting engagement, and improving memberships and retention. We’re also working on an exciting new accessibility initiative – drone filming that will offer virtual theatre tours for individuals with mobility challenges, allowing us to widen our audience base while ensuring inclusivity.”

Amy Brailsford: “Right now, I’m focused on refining our data strategy to improve audience segmentation, enhance customer journeys, and boost revenue. We’re implementing new analytics tools to better understand booking patterns and audience behaviours, helping to inform marketing and sales strategies.”

What are your aims for 2025?

AH: “Our main focus for 2025 is regional expansion. Blackpool Grand has a strong local presence, but we want to broaden our catchment area. Half of our current audience is from the coastal region, so we need to entice visitors to travel further for our offerings. This will involve not only expanding our marketing reach but also creating compelling offers that make the journey worthwhile, whether that’s through exclusive experiences or tailored packages.”

AB: “A key priority for 2025 is deepening our understanding of audience behaviour and using data to strengthen customer loyalty. While Blackpool Grand Theatre already has a dedicated audience base, we want to expand our reach and improve retention by delivering more personalised experiences. This includes refining membership models, enhancing digital engagement, and using insights to create compelling offers that resonate with different audience segments.”

What is the most exciting development in the industry for you right now?

AH: “I’m excited about the transformative role of artificial intelligence and machine learning in marketing, enabling hyper-personalisation, better customer segmentation, and more efficient automation. The rise of social commerce, especially through platforms like Instagram and TikTok, is reshaping how theatres like ours engage with consumers, blending entertainment with e-commerce. Additionally, the growing emphasis on sustainability and ethical marketing as well as adopting a more transparent and socially responsible practice, which is becoming an essential topic for future marketers.”

AB: “The increasing role of data-driven decision-making in the arts sector is incredibly exciting. AI is revolutionising how we analyse customer behaviour, allowing for hyper-personalisation and smarter marketing strategies. Additionally, the integration of data with creative storytelling is opening up new ways to engage audiences, from dynamic pricing models to interactive digital experiences. As the industry evolves, I’m looking forward to exploring how data can drive both innovation and inclusivity in theatre.”

Explore the future of ticketing with Andrew Howard, Amy Brailsford and hundreds of other industry leaders at #TBF25 at Emirates Old Trafford, Manchester, from April 28-30. BOOK TODAY