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The London venue says the move will widen access to its performances while also enticing an audience fresh out of a national lockdown
Tom Anstey | Planet Attractions | 01 Apr 2021
Visitors will be invited to pay what they would like in order to attend performances Credit: Morley von Sternberg
London’s Battersea Arts Centre has unveiled a new ‘Pay What You Can’ pricing model in an attempt to entice a post-lockdown audience back to the venue and make its offering more inclusive.
According to a statement from the centre, the new pricing structure has been a long-term ambition. Amidst the huge disruption caused by the global pandemic, management identified the opportunity to make the change, with the goal being to “reach and re-connect as many people as possible after such a challenging year”.
For all performances at the centre, customers will now be able to choose to pay a price that works for them. On the booking page, there are multiple prices to choose from, with a recommended price per ticket included based on what would normally be charged.
Visitors can pay as much or as little as they would like anywhere between £1 and £40. There are no booking or transaction fees and if people pay over the suggested price, that money will go back into supporting the scheme.
“The spring season marks a major landmark for Battersea Arts Centre as we move to the universal Pay What You Can Model,” said Tarek Iskander, artistic director and CEO of the Battersea Arts Centre.
“So, from now on, as well as being a relaxed venue, every BAC performance, live or digital, should be financially accessible to everyone. As the times demand, it’s important that we are all supported to come together now, whatever our financial means or personal circumstances, and do the exciting creative thinking needed to refashion our communities and the ways we relate to each other and our world.”
The move comes a year after the centre adopted its ‘Relaxed Venue’ approach - a methodology following the principles of relaxed performances, which was developed by Touretteshero in partnership with Battersea Arts Centre. As a relaxed venue, the centre aims for easy access, inclusion and empowering positive change in society to be at the heart of every decision.
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