Edinburgh Playhouse is a former cinema in Edinburgh which now predominantly hosts touring musicals and music concerts. It is the largest working theatre in the UK in terms of audience capacity and is managed by the Ambassadors Theatre Group (ATG).

Edinburgh Playhouse started using The Boards restaurant area as a regular Fringe venue during the 2015 festival. By utilising this space, the number of Fringe performances being held at the Playhouse increased from 11 to 61.  Naturally, this change increased revenue and ticket sales, but what impact did it have, if any, on the audience attending the Playhouse, and their purchasing patterns?

By analysing the profile of Fringe event attenders at the Playhouse over the last two festivals, Culture Republic proved that the use of the new venue not only grew the overall Playhouse audience, it also attracted a new profile of customer than the Playhouse ‘norm’.

These new customers also had significantly different purchasing patterns and habits than usual for the Playhouse.  These insights will help guide their planned channels for communication in future years for the festival, as well as for the Playhouse itself, and future usage of The Boards space.

If you are interested in learning more about your current audiences, or to identify potential customers, Culture Republic can help.  Get in touch for more information – we’d love to hear from you.