Tickets for Good removing the barriers to cultural experiences

Making tickets cheaper to grow audiences, Tickets for Good partners with the Spektrix platform.
People on a theatre stage acting.

Tickets for Good – the audience development company that distributes free and discounted tickets – is now fully integrated with the Spektrix platform. What that means is over 400 theatres and venues in the UK can now seamlessly allocate tickets to Tickets for Good.

Tickets for Good specialises in giving free and heavily discounted tickets to NHS staff, charity workers and, since 2023, people in receipt of UK Government Cost of Living payments. The company now has over 270,000 registered users who have saved over £10 million in face value fees with over 500,000 tickets processed. 

This new ticket integration system will further boost the organisation’s mission to make tickets accessible and available. Part of that model is making use of event tickets that may otherwise go to waste.

Spektrix users will be able to donate tickets to the Ticket Bank, which is the newest platform from Tickets for Good. Following this announcement, entertainer Robbie Williams, Ambassador for the program, said, ‘Access to the arts is a cause close to my heart – the magic of live entertainment is something everyone should be able to benefit from.’ 

For those new to Tickets for Good, here’s a handy guide that steps you through how to use Spektrix to access tickets. The platform hosts a huge range of events, including live music, theatre, festivals, comedy and attractions – from stadium-scaled events to small grassroots gigs.

The festival and live music partners include British Summer Time, Live Nation, Camp Bestival, Bluedot, Tramlines, The Cambridge Club Festival and, new to the platform, Chichester Festival Theatre and Bristol Old Vic.

Pippa Le Grand, UK Operations Director at Tickets for Good, says the platform continues to be ‘a lifeline for many individuals and families whose budgets are squeezed by the rising cost of living’.

‘It’s also a vital discovery platform that creates new fans and supporters, and provides cultural enrichment to thousands of people every month,’ says Le Grand. 

Ticket pricing not the only barrier to access

Access to theatre remains a key challenge for the sector – not just from a financial perspective, but in terms of developing future audiences and reaching new people.

Recent data (2019) produced by Baker Richards, in conjunction with ArtsProfessional, shows that cost alone is not the sole barrier to participation in theatre, but it does have a significant impact. ‘The majority of respondents believe the best way to encourage people to try new cultural experiences is by charging lower prices,’ states the report.

With over 400 UK event organisers and venues utilising Spektrix, this partnership offers huge potential for finding those new audiences.

‘Pulse Report’ data detail, published by ArtsProfessionals and Baker Richards. Image: ArtsProfessionals.

Read: the full survey results

Liv Nilssen, Director of Sector Strategy at Spektrix, says, ‘Connecting with a diverse range of audiences is a priority for the arts, culture and entertainment sector. We’re confident this new integration between Tickets for Good and Spektrix will support greater access to the sector, making it easier and faster for our users to reach new, deserving and historically underrepresented audiences. We are proud to be working collaboratively with Tickets for Good, our users and others seeking to unlock opportunities to widen and grow audiences.’

James Morgan, Head of Sales and Ticketing, Chichester Festival Theatre, adds, ‘Enabling as many people as possible to see our work is paramount, so we highly value our relationship with Tickets for Good. Making this process easier for our ticketing experts through Spektrix’s new API integration is a very welcome step.’

Want to join the pool of supports? Here’s how to register with Tickets for Good.

Gina Fairley is ArtsHub's National Visual Arts Editor. For a decade she worked as a freelance writer and curator across Southeast Asia and was previously the Regional Contributing Editor for Hong Kong based magazines Asian Art News and World Sculpture News. Prior to writing she worked as an arts manager in America and Australia for 14 years, including the regional gallery, biennale and commercial sectors. She is based in Mittagong, regional NSW. Twitter: @ginafairley Instagram: fairleygina