Strengthening theatre in towns and smaller cities across the UK


Theatres in towns and smaller cities play a vital civic role, supporting local economies, enriching cultural life, and providing spaces for diverse communities to come together.
Many of these venues are facing growing challenges - disinvestment, rising costs, skills shortages, and inconsistent access to high-quality touring productions. The Local Theatre Touring Alliance (LTTA) brings together venues, producers, policymakers, funders, and sector organisations to secure the future of local theatre through collaboration, innovation, and advocacy.
This session brought together pricing and audience specialists to explore how pricing strategies can support sustainable mid-scale touring.
Each panellist offered a provocation to spark practical discussion on new models, shared challenges and opportunities for action.
"How can we significantly and sustainably raise revenue from ticket sales while retaining the size, diversity and trust of our audiences?"
The meeting will include updates on priority actions and plans for the year.

The Local Theatre Touring Alliance is a collaborative initiative aimed at improving the sustainability, diversity, and resilience of theatres in the UK’s towns and smaller cities. We are not a membership organisation — we work by bringing people and ideas together to tackle shared challenges.
Our Purpose
Secure the future of local theatres
Foster collaboration across the touring ecosystem
Champion innovative touring and business models
Advocate for supportive cultural policies
Rebuild and grow theatre audiences
Our Values
Trust: We commit to open and honest dialogue.
Transparency: We share information and decisions openly.
Collaboration: We work together to create long-term solutions.
Respect: We value everyone’s contribution.
New Report
This independent report, led by Gregory Nash with Caroline Meaby and Mark Mallabone, evidences the vital role that mid-scale theatres play in England’s cultural, social, and economic life. Drawing on data from sixteen venues across the country, it highlights how these theatres act as civic anchors, creative hubs, and engines of local regeneration: supporting jobs, wellbeing, education, and placemaking. While not commissioned by LTTA, the report provides an important body of evidence that reinforces LTTA’s work to champion and sustain theatre in England’s towns and smaller cities.
Blackpool Grand manages the LTTA mailing list (data controller), with Data Culture Change supporting (as a data processor) to ensure everything runs smoothly. You can view the Blackpool Grand Privacy Policy here.