AudienceView Ticketing has signed a long-term box office and online ticket sales contract with Victoria Palace Theatre, St. Martin’s Theatre and the Ambassadors Theatre in London’s West End. By bringing their online ticketing in-house, the theaters hope to better control their consumer experience.

“Given their strong theatre client base in the UK and abroad, AudienceView was the clear choice as our new ticketing partner,” said Andrew Mills, general manager of the Victoria Palace, St. Martin’s and Ambassadors, in a statement. “We were impressed with their overall knowledge of theatre and their ability to work with us directly to include some new functionality specific to West End needs.”

The 1,550-seat Victoria Palace Theatre opened in 1911. The Ambassadors Theatre and St. Martin’s opened in 1913 and 1916, respectively. These three venues play host to over 750,000 patrons annually.

Other UK area clients of AudienceView Ticketing include the NEC Group, Sheffield International Venues, the Liverpool Philharmonic, National Concert Hall, and Leicester Theatre Trust.

“Victoria Palace, St. Martin’s and the Ambassadors Theatre have a long and celebrated history in London theatre,” noted Jeff Koets, vice president of Sales and Marketing at AudienceView Ticketing. “We are extremely pleased to be able to include them in our growing family of arts clients in the UK and to be able to provide them with ticketing solutions to help facilitate their continued success and improve the purchasing experience for their patrons.”

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