Mark Shenton’s Stage blog ‘Chalking up the theatre miles (and is it time to introduce rewards for regulars?)’ (18/07/11) got me to thinking about how loyalty scheme theatres would work and the benefits from them.

Whilst Mark plums for ‘free upgrades and private lounges with free drinks’ for regulars it’s a reduction on the most basic elements of theatre going that I would appreciate.

A company with the clout of the Ambassador Theatre Group is in a perfect position to offer up loyalty scheme that could potentially see excitable West End tourists audiences taking up more of the theatre available on their doorstep.

Whilst people heading to London for a treat may not baulk at paying the £50+ for premium tickets for a big show you can barely see through the glitzy star rating, they may be more reluctant to part with their money in for a more low key touring production that comes to visit them in Southport or Aylesbury.

If this risk was reduced due to a discount they received after paying premium prices for a “treat” they might more willingly make the leap.

It isn’t just the price of the performance that stops repeat customers. The experience of the theatre reaches far beyond the quality of the production on stage. If your interval drink is more T than G and the front of house staff makes you feel like a moron for entering in the wrong door, its unlikely you’re going to indulge in the high premium for programmes and refreshments again.

A free tub of ice cream thrown in here and there can add a much needed feeling of appreciation for the substantial chuck of your pay check given up to squeeze into tiny Victorian musical hall seats and queue for the one ladies toilet.

The stack of programmes I used to collect has barely grown in size since I started university where I simply couldn’t justify spending any more money of peripherals. I’m a sucker for a bargain though. If someone wafted a 50p discount under my nose, I’d snap a glossy booklet lickety-split.

Smaller theatres with their niche and already loyal audiences would fare well from loyalty schemes also. The Southwark Playhouse offers an exceptionally generous Pay As You Go subscription that will give you admission to five performances for a palatable £7.50 a go. The upfront cost can be a little daunting and a coffee shop stamp system that offered a similar discount could attract us with little income to return.

Under 25 schemes are effective but are often focused on getting young people through the doors once or filling up empty seats rather than establishing repeat patronage. Schemes like RSC’s The Key and Oxford Playhouse’s OPT in! do a good job in establishing an exclusive club and offering discounts that extend into the foyer. They do not acknowledge the frequency of use though as the rewards available remain at the same level regardless if you go to the theatre once in a blue moon or if you snaffle up every offer available to you.

Repeat patronage should be rewarded. Regular theatregoers are the more likely to introduce their friends to theatre, tweet a review about it and basically make a song and dance about truly exceptional productions. They are more likely to take risks on new productions and less likely to grumble when they see something not quite to taste, knowing that there is another production just around the corner.

There are ways to make loyalty schemes palatable to both theatres and audiences. Small discounts and tokens of gratitude go a long way and can strengthen the feeling of community amongst your audience. The first theatre group who breaks the mould of targeting the premium purchases and goes for the “frequent flyers” will be displaying a confidence in their loyal patrons and their business model.