Theatre Revenue Generation Conference – November 2025

Unsurprisingly, SOLT and UK Theatre’s annual Revenue Generation Conference has grown in popularity, so much so that this year the event was hosted by our friends at the Royal Court. We were, of course, among the delegates to learn about the ways theatres (and us by extension) can help generate revenue, particularly beyond the actual ticket purchase.

Much of the discussions were about software and technology that helps to capture purchasing pattern data. Expert panellists also shared case studies that reflected innovative ways to encourage secondary spend, which includes lovely show programmes!

Much emphasis was placed on the retention of new theatre-goers and making first-time buyers feel welcome and comfortable returning for a second (and third!) show. This tied in nicely with the concept of civic pride that theatres cultivate in the communities they serve. Even the buildings themselves and the safe spaces they represent have the potential of becoming sources for revenue through naming rights for companies who enjoy an association with the theatre. In fact, partnering with corporations is a source of finance that’s arguably all too often left untapped. Charitable giving was also high on the agenda; balancing the timing and tone for prompting donations is not always easy!

UK Theatre always make sure there is time set aside for networking and catching up with #TheatreFamily friends, customer and colleagues… oh, and they always make sure there’s an attractive spread of food and drinks. A rewarding conference, with much to consider.

It was also terrific to see the programmes we deliver to the Royal Court displayed at the bar, ready to tempt audience members!

#JGartsandculture| #TheatreFamily