A good front of house policy is based on offering the best possible experience for customers. Chris Haylett explains that this should extend beyond the box office and front of house staff to programming and production, technical and marketing teams.
In all the theatres that make up the Ambassador Theatre Group (ATG), we aim to offer customers a theatre experience with a difference and this involves pioneering thinking across the company. It may sound as though we are borrowing the term from parts of the medical profession, but we believe in a holistic approach to theatre-going. We are moving on from standard customer care training, in favour of improving the whole theatre experience for the customer. This starts from the moment they see an advert or pick up a leaflet for a show and continues when they book their tickets through their arrival at the theatre and finishes when they leave at the end of a production.
This means that everyone in the entire company is focused on offering the best possible experience for our customers. Rather than the emphasis being placed on box office and front of house staff, every department shares the responsibility. We believe customers include the sponsors, marketing companies, suppliers and technical crews, not just the people that buy tickets.
First impressions
First impressions are everything, whether it?s the person at the end of the phone when booking your ticket or when you first arrive at the venue. We have an ongoing programme to enhance the entrances of our West End theatres. For the benefit of casts and technical crews, this means repainting stage door areas and installing new lighting, especially in alleyways. Work has already taken place at the Phoenix, Duke of York?s and New Ambassadors theatres.
The experience continues inside the theatre. We have pioneered an innovative new bar atmosphere at the recently launched Trafalgar Studios at the Whitehall Theatre, which could be repeated in other venues. Customers will be able to enjoy a fresh new environment before the show begins and during the intervals. In addition to the contemporary décor, we have added some extra touches. Spirits will be served from pourers rather than optics, champagne will be served in frosted, chilled glasses and so on. We want to create a new ambience in the bar area, which perfectly complements the work that is taking place in the rest of the building, as it develops into a two studio-space venue.
We hope this will bring about a change in pre-show culture. Traditionally, people tend to arrive at the theatre in time for a quick drink before a show starts. Hopefully, by creating a welcoming and comfortable atmosphere, customers will want to arrive earlier and enjoy a more relaxed experience. As well as bringing in extra income for the venue, it may also reduce the possibility of a show starting late, due to people arriving at the last minute.
People management
With 23 venues, we employ a small army of front of house employees who include university students, actors and those wanting to top-up their income with evening work. Managing people with such different lifestyles can be a challenge. It?s important that every member of staff feels valued and part of the wider team, no matter how many hours they work each week. We give the same training and input to all our staff whether they are working for us on a part-time or full-time basis. The aim is to establish loyalty which we appreciate is two-way. From the customers? point of view, they should receive the same high level of service from all our staff across the group, no matter which venue they are in. If an employee is seeking a longer-term career in front of house, we are also keen to promote job opportunities within ATG to them.
We are about to launch a brand new induction and training programme for our front of house staff. This will be a comprehensive guide for employees across the group, covering everything from health and safety and first aid, to cash handling and product knowledge. We want to instil confidence in our staff in all they do. In addition to their working knowledge of the venue, we also want them to be confident about our products and services. The box office staff can recommend forthcoming shows or talk about our Friends schemes and front of house staff can suggest a good wine. The more confident the staff become, the more enthusiastic they will be and this is good news for everyone. The customer is looked after and the theatre increases its revenue.
Hot topics
On a wider scale, we are enthusiastic to share front of house issues with other venues and groups. The group is a member of the Institute of Entertainment and Arts Management, and one initiative I?m involved in is to create ?hot topics? sessions where venue management can get together and discuss the challenges they face on a regular basis. I feel it?s important we share ideas and problems with other groups and theatres. If ATG venues are facing certain challenges, other venues will be experiencing the same.
Chris Haylett is Head of Operations of the Ambassador Group. t: 01483 545822;
e: chrishaylett@theambassadors.com;
w: http://www.theambassadors.com