News: Dance – the recession busting art form

Tuesday 19 May 2009

Monday 18 May 2009 saw the best ever opening day of sales for Sadler’s Wells’ new season. Featuring 38 productions including Matthew Bourne’s multi-award winning *Swan Lake* (pictured), tickets purchased for the Autumn 2009 season totalled £224,000, an increase of 22% on last year’s Autumn season opening day, with 67% of tickets sold via the theatre’s website.

Director of Marketing and Communications Kingsley Jayasekera said: “In the midst of a recession it’s fantastic to have had our best ever day of sales for a new season. Dance has grown phenomenally as an art form and we have seen the public’s appetite for it increasing year on year. Most excitingly we are seeing both an increase in new audiences and continued loyalty from our existing audience. Sadler’s Wells has a proven reputation for presenting the widest possible range of dance to suit all tastes and with a long-standing commitment to providing work at an affordable price, the public are clearly responding.”

Audiences at Sadler’s Wells have increased by 56% in the last six years. In the year ending March 2009 over 500,000 people saw shows at Sadler’s Wells main house, the Lilian Baylis Studio and the Peacock Theatre. Artistic Director and CEO Alistair Spalding said “While the news seems to be doom and gloom, we are seeing no sign of it at this moment. In addition to our record breaking day yesterday, we have increased our turnover to £20 million this year, an increase of 50% over the past six years, despite needing to generate 89% of that total ourselves. 70% of our annual income comes from the ticket buying public so it is heartening that the public has responded so positively to another wide-ranging season at Sadler’s Wells”.

More on highlights of the season

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