The most comprehensive survey ever undertaken of attenders at West End theatre shows that the theatre remains a magnet for visitors to London, and is a major driver of the economy.
Based on a survey of audiences at 45 productions during 2003, commissioned by the Society of London Theatre (SOLT) and conducted by MORI, the research found that West End theatre contributes around £1bn to the UK economy, with each attender spending on average £87 as a result of their visit. Four fifths of theatregoers who live outside London said that the theatre played a part in their decision to visit London, and two in five said it was the main reason. Theatre-goers? reliance on newspapers for information about productions appears to have tailed off in the six years since the previous survey was conducted, and word of mouth recommendation has become more influential. Copies of the report can be purchased from SOLT. t: 020 7557 6700.
Published: 18-10-2004