‘What’s one key trend you’re seeing in your sector right now?’
In the theatre, one key trend we are experiencing at the moment centres around people’s buying habits. As we first emerged from COVID people were only interested in buying tickets for shows with a very short lead time, for fears of cancellation and the uncertainty of returning to a ‘new normal’. In the current landscape many of our customers are now doing the complete opposite, and buying tickets with a much greater lead time, buying tickets for performances as far in advance as 13 months. I think with other cost implications theatregoers are facing, people are enjoying the idea of being able to buy and pay for something in advance of attending, and not then having to worry about it when the time of the performance comes. Plus with schemes such as our Pay in 3, we are always looking to work with these trends with our customers to make the theatregoing and buying experience as seamless and straightforward as we can, ensuring that audiences are still able to enjoy amazing performances.’
‘What advice would you give to the next generation of leaders in your field?’
See challenges as opportunities to push yourself out of your comfort zone. You are stronger and more resilient than you think, and you will always learn something from the experience even if it doesn’t go to plan or the way you expected. We fear the unknown, but when we push ourselves to step beyond our current experiences this will never be a bad thing. This is advice that I think relates to anyone, be you a new leader, or an existing one, but it’s always good advice to come back to.
Lauren is Business Development Manager at Norwich Theatre
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