James Mackenzie-BlackmanJames Mackenzie-BlackmanDirector of Strategy & CommunicationsDirector of Strategy & Communications

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

Concessions.

Are they Needed?

Our AudienceOur AudienceAudience Segmentations

45%

55%

Local and Loyal

Savvy Cultural Consumers

55% 45%

Local and LoyalLocal and Loyal

We are the local theatreWe are the local theatre These audiences want a local price These audiences want a local price

pointpoint They like to feel part of the local They like to feel part of the local

theatre communitytheatre community FREE FIRST NIGHTSFREE FIRST NIGHTS £10 Performances up until the first £10 Performances up until the first

Saturday following press nightSaturday following press night

Savvy Cultural Savvy Cultural ConsumersConsumers

They want the ‘hot’ ticketThey want the ‘hot’ ticket They are trend followersThey are trend followers They care about what people are They care about what people are

saying:saying: OnlineOnline In PrintIn Print On BlogsOn Blogs What their mates are saying and recommendingWhat their mates are saying and recommending

What Did Our Pricing Look Like What Did Our Pricing Look Like Before?Before?

What Does Our Pricing Look What Does Our Pricing Look Like Now?Like Now?

100% Capacity Houses100% Capacity Houses

Old Seating MapOld Seating Map£10,993£10,993

New Seating MapNew Seating Map£10,500£10,500

What Has Enabled Us to What Has Enabled Us to Take the Leap?Take the Leap?

£10 Nights£10 Nights A Night Less OrdinaryA Night Less Ordinary Mid- Week Matinee PricingMid- Week Matinee Pricing Free First NightsFree First Nights Lyric Young Company SeatsLyric Young Company Seats

Some Thoughts from the Some Thoughts from the Front LineFront Line

Emma ChapmanEmma Chapman

Ticket Sales SupervisorTicket Sales Supervisor

Average YieldAverage Yield

Yield Has Increased:Yield Has Increased: Spring/Summer 2009Spring/Summer 2009

£9.16 - £13.14£9.16 - £13.14 Autumn/Winter 2009/2010Autumn/Winter 2009/2010

£12.27 - £17.18£12.27 - £17.18

Some Conclusions and Some Conclusions and ThoughtsThoughts

We’re still learningWe’re still learning We’re still tweakingWe’re still tweaking We’re still listeningWe’re still listening

Contact Us & Come and See Contact Us & Come and See UsUs

James Mackenzie-BlackmanJames Mackenzie-Blackmanjames.mackenzie-blackman@lyric.co.ukjames.mackenzie-blackman@lyric.co.uk

020 8741 6836020 8741 6836

www.lyric.co.ukwww.lyric.co.uk