Theatre venues to appeal to audiences to donate ticket costs to weather COVID-19 impact

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Theatre lovers in the UK will be able to donate tickets costs to arts organisations hit by the impact of COVID-19.

Working with arts venues, ticketing provider SeatGeek has developed software that will enable them to appeal to customers to donate their tickets to closed venues.

Theatres and concert halls up and down the UK have already been forced to close their doors in the wake of the government’s recommendation to avoid enclosed public spaces to minimise further spread of the coronavirus.

While ticket holders of events at such venues are entitled to a refund, the hope is that would-be audiences will choose to instead support the venue by forgoing the refund.

SeatGeek’s managing director for EMEA entertainment, Charlie Sefi, said, “This is a hugely challenging time for theatres and venues, who are dependent on ticket income. We are trying to support our clients in any way possible, helping them to appeal to theatre-goers who have already purchased tickets to also support the arts at this time by donating the cost of the ticket back to the venue. If the majority of customers chose to support theatres and the arts by opting to refuse their refund, it would make a significant impact on a venue’s financial stability and its long-term viability.”

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As well as editing the Auditoria website, James is the deputy editor on Traffic Technology International. Previously he was assistant editor on an engineering title for several years and worked for various other trade magazines before that. James is happily married and has a young daughter and son who keep him busy.

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