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ATG launches loyalty card

Program is first in U.K. to go nationwide

Ambassador Theater Group, the U.K.’s largest owner-operator of theaters, has launched the U.K.’s biggest theater membership campaign with its new Theater Card.

The first such program to operate nationwide, the card offers benefits to auds at any of the group’s 39 theaters (including its 11 West End houses), from the 2,296-seat Apollo Victoria (“Wicked”) to the 96-seat Trafalgar Studio 2, as well as the Lyceum (“The Lion King”), the Savoy (“Legally Blonde”) and Donmar Warehouse.

Cardholders have access to priority tickets, offers (including half price on selected shows), priority brochure mailing, fee-free ticket exchange, 10% savings on pre-show and interval drinks and free cloakroom use; there are no booking or postage fees on most shows. Members will also be able to attend special events such as launch nights and Q&As with cast and creative teams.

Launched at the group’s Piccadilly Theater in London by ATG’s joint CEO and creative director Howard Panter and joint CEO Rosemary Squire, the card costs £30 ($48) and allows customers to buy up to four tickets per show from a dedicated website.

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