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ATG Launches UK-Wide Theatre Card with Ghost Promo

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The Ambassador Theatre Group this week launched what it’s billing as the “first UK-wide Theatre Card” and the country’s “biggest theatre membership scheme”.

The new ATG Theatre Card brings together two previous programmes – ATG’s own existing paid-for membership base and that of the former Live Nation portfolio, whose 16 theatres ATG acquired for a reported £90 million after Office of Fair Trading Approval last year. It launches with over 100,000 members, who can use their card in any of ATG’s 39 theatres across the country, including its 12 West End houses.

Priced at £30, membership benefits include priority tickets, ticket offers (including half-price on selected shows), no booking or postage fees on most productions, priority brochure mailing, fee-free ticket exchange, 10% savings on pre-show and interval drinks and free cloakroom. Similar to our own Whatsonstage.com Theatre Club and regular Outings programme, ATG Theatre Card holders will also have the chance to attend special events such as Q&As with cast and creative teams.

Howard Panter, Sharon D Clarke, Richard Fleeshman & Rosemary Squire

Speaking to Whatsontage.com, Howard Panter, ATG joint CEO and creative director, said: “We find that people really like getting closer to a theatre company, they like a sense of ownership, a sense of being involved and getting inside information.”

His partner, co-founder and joint CEO Rosemary Squire, explained that the knock-on effect for the industry is also important: “I think it's a big deal, particularly for producers, because it's intended to encourage people to come to the theatre regularly and to give them real incentives to do so.” She added: “We've now got the scale to make it really attractive. We've got a big enough spread of venues that, even if people in London aren't loyal to a particular venue, if they're loyal to theatre, the scheme will still benefit them in a number of ways.”

ATG Theatre Card manager Karen Cody said that the company is modelling its membership scheme on nationwide culture-interest clubs like the National Trust, which boasts in the region of three million members. She hopes to grow the ATG Theatre Card membership to 250,000 or more.

ATG are celebrating the launch of the new scheme with an offer aimed squarely at the West End: a free premium upgrade for Ghost the Musical to the best seats in the house and a complimentary original cast recording CD. To mark the occasion, Panter and Squire joined Ghost stars Richard Fleeshman and Sharon D Clarke onstage at the Piccadilly Theatre for a photo opp this week.

If you’re interested in Theatre Clubs, do also check out our own!
Whatsonstage.com Theatre Club benefits include advance, discounted booking on Whatsonstage.com Outings, group night discounts, regular free tickets, a subscription to our bi-monthly print magazine, advance booking for the Whatsonstage.com Awards Concert and sponsorships, free programme, drink and ice cream vouchers – and, currently, a joining gift ticket to Thriller Live! Click here for more info on how to join the Whatsonstage.com Theatre Club!


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