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We've started a sector-wide exploration of how technology and collaboration could help solve some of the systemic challenges facing mid-scale touring.
On 4 February 2026, special guest provocateur Patrick Morsman from Tixly helped us explore what’s working elsewhere (and what could be possible in the UK) to make smarter touring a reality.
Watch the provocation and check-out the links to resources you could be using.
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?"
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.
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