In 2018, Traverse Theatre introduced a scheme that gives Under 25s, students and people on low incomes the opportunity to go to the theatre for £1. Schemes like this are especially vital now to continue encouraging groups across society to engage with the arts, particularly following the hardship of the pandemic and the cost of living crisis.
Traverse places a great emphasis on accessibility in theatre at a time when, as theatre critic Catherine Love observes, ‘theatres today often feel like middle-class enclaves.’ Speaking to other students, there seems to be a general pervading perception of theatre as a hobby that is reserved for older generations with money to spare.
It is important to note, however, that this is not entirely the case. Actually, there has been a significant rise in young people attending the theatre in the last five years: 27 per cent of 18-24 year olds go to the theatre twice a year. Clearly, there is a desire amongst young people to engage with theatre, there just aren’t always the means to do it, which is why Traverse’s initiative is so crucial.
I got in touch with Executive Director, Ellen Gledhill from the Traverse to find out more about Traverse’s dedication to widening theatre participation. Responses have been edited and condensed.
Sophia: On your website, it says that Traverse’s fundamental mission is to ‘enable people across society to access and engage with theatre.’ How does this scheme work to help your mission?
Ellen:As a theatre dedicated to new writing, the work we present is about the world we live in now, and it matters that people from across society feel able to be part of that conversation. The £1 Ticket project exists because cost is a very real barrier to engagement in the arts. If people are excluded from accessing artistic experiences because they feel theatre is not for them, or because there is a financial barrier, then it is our responsibility to address that. Importantly, because our theatres have unreserved seating, it means there’s also no distinction as to who has paid what—no concept of ‘the cheap seats’, and therefore everyone takes part equally.
Sophia: How has Traverse’s audience demographic changed in the years since introducing this scheme? Have you noticed a significant change?
Ellen: The £1 Ticket [project’s] value is not measured by a single demographic shift, but by the way it helps broaden who feels welcome to our theatres and building. Anyone who meets the criteria can access the work in the same way as any other audience member. Over time, that has helped ensure our audiences better reflect the diversity of the city and the communities we serve.
Sophia:Has this project had an impact on writers, performers, etc., as well as the audience?
Ellen: Yes. Writers and performers often speak about the importance of having a room that reflects a broad cross-section of society. For new writing, hearing work land with audiences who bring different perspectives and lived experiences is a vital part of the life of the play. For partner companies bringing visiting productions, the project is carefully structured so that it does not change agreed box office settlements. The majority of partner companies choose to participate because they see the value in reaching people who may not otherwise attend theatre, and because it aligns with a shared commitment to access and audience development.
Sophia: Does widening theatre audiences also widen theatre participation? Has it had an impact on the demographic of people involved in your shows?
Ellen: Widening audiences and widening participation are closely connected, but they are [different] and work over different timescales. Audience access projects like £1 Tickets help change who feels that theatre belongs to them, which is an important first step. £1 tickets, in conjunction with community informed projects like Class Act and Black Hole Sign schools engagement, aids accessibility and means so that the stories on our stages come directly from the lived experiences of the people we work with.
Sophia:How is the project funded? Why doesn’t every theatre do this?
Ellen: The £1 Ticket project was initially made possible through fundraising in memory of long-time Traverse supporter Martin Currie, who believed strongly in bringing new people into theatre. Today, the ethos of that support continues, with the project built into our planning and supported through charitable giving. Initiatives like this require careful design, strong box office systems, and a commitment to inclusion that runs through the whole programme. Not every theatre is resourced in the same way, but for us, this is about using the capacity we have to ensure theatre remains open, welcoming, and relevant.
Image by Aly Wright courtesy of Traverse Theatre