Nuffield Southampton Theatres (NST) have announced a new day-ticket scheme offering local theatre lovers the opportunity to snap up £10 tickets for NST productions when they book in person from the box office on the day of the performance.
The new £10 day-ticket scheme will come into effect immediately and will apply to all of NST’s forthcoming productions. A Streetcar Named Desire, SS Mendi Dancing the Death Drill, Women In Power, and Don Carlos at the new theatre, NST City and David Walliams’s Billionaire Boy at the original theatre NST Campus. The new £10 ticket will work in parallel with NST’s dynamic pricing policy which maximises revenue when demand is high. NST guarantee that 10% of tickets will be available at £10 on NST productions.
Sam Hodges, Director of NST, said:
"Having accessible prices to our work is essential. The £10 ticket is the cornerstone of our dynamic pricing policy. By being flexible with the upper limit of our ticket prices, we are able to generate enough income to make a commitment to releasing £10 tickets every single day of performance. Of course we want people to buy in advance and take advantage of our Season Savers. But we also think it’s really important that if you’re not able to plan ahead, or have only just heard about us or a production, that you have the right to affordable tickets."
NST introduced dynamic pricing in 2016 along with several other theatres across the country. Dynamic pricing means that ticket prices may rise incrementally when demand is high, but £10 tickets will always remain at the same price.
Ten thousand people saw NST’s production The Shadow Factory by Howard Brenton which opened its brand new city centre theatre, NST City, in February 2018. 893 £10 tickets and a further 1,272 £15 tickets were sold. 12 tickets were sold at the top dynamic price.