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James Mackenzie-Blackman Director of Strategy & Communications.

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1 James Mackenzie-Blackman Director of Strategy & Communications

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4 The Lyric Hammersmith aims to produce work that is provoking, entertaining, popular, eclectic, messy, contradictory and diverse. We want to be at the heart of our community as well as being internationally recognised. We want to celebrate the unique vision of the writer as well as the creative power of collaboration. We want to work with the best theatre artists around as well as encourage the next generation. We want to lurch wildly between high art and populism - hopefully achieving both at the same time. Beautiful theatre, cheap tickets, great pizza and a rooftop garden. Hammersmith and proud. VISION

5 Concessions. Are they Needed?

6 Our Audience 55% 45%

7 Local and Loyal We are the local theatre We are the local theatre These audiences want a local price point These audiences want a local price point They like to feel part of the local theatre community They like to feel part of the local theatre community FREE FIRST NIGHTS FREE FIRST NIGHTS £10 Performances up until the first Saturday following press night £10 Performances up until the first Saturday following press night

8 Savvy Cultural Consumers They want the hot ticket They want the hot ticket They are trend followers They are trend followers They care about what people are saying: They care about what people are saying: Online Online In Print In Print On Blogs On Blogs What their mates are saying and recommending What their mates are saying and recommending

9 What Did Our Pricing Look Like Before?

10 What Does Our Pricing Look Like Now?

11 100% Capacity Houses Old Seating Map Old Seating Map £10,993 £10,993 New Seating Map New Seating Map £10,500 £10,500

12 What Has Enabled Us to Take the Leap? £10 Nights £10 Nights A Night Less Ordinary A Night Less Ordinary Mid- Week Matinee Pricing Mid- Week Matinee Pricing Free First Nights Free First Nights Lyric Young Company Seats Lyric Young Company Seats

13 Some Thoughts from the Front Line Emma Chapman Ticket Sales Supervisor

14 Average Yield Yield Has Increased: Spring/Summer 2009 Spring/Summer 2009 £ £13.14 £ £13.14 Autumn/Winter 2009/2010 Autumn/Winter 2009/2010 £ £17.18 £ £17.18

15 Some Conclusions and Thoughts Were still learning Were still learning Were still tweaking Were still tweaking Were still listening Were still listening

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17 Contact Us & Come and See Us James Mackenzie-Blackman

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