South East London’s Deptford has a secret weapon in the form of The Albany, the Southbank Centre for non-central Londoners. The arts venue is also a meeting and training place, a social place, a work place and a performance space, in addition to being a cafe and a place for young children. The venue has had a longstanding and successful relationship with the Deptford market just outside its doors on Deptford High Street, mixing its cultural vibrancy with the theatres.
The Albany has recently launched a scheme with has integrated itself straight into Deptford market in the form of a pop-up stand offering a limited number of £1 tickets to events and performances at The Albany. Tickets are purchased first come first served, offering local residents and shoppers the chance to engage with the arts cheaply, and perhaps even take a risk and attend something they may not have considered spending money on a ticket for. Encouraging audiences to see different art forms broadens their appreciation and knowledge of the art scene, and London’s in particular.
10 were available for each show, and according to the theatre 182 were sold, with an estimated 70% of those being first time bookers. At £1 per ticket this isn’t a money making exercise yet the level of first time buyer response is good, along with the promise of repeat booking at the full price of £6. The Albany’s stall is now a regular feature of the market. It enables members of the theatre team to interact with audience members one to one and allows time for genuine relationships to be created.
Freeing cheap tickets to audiences is a fantastic incentive for those who don’t attend performances or arts events regularly to support their local arts venue. The Albany offers a wide variety of performances, including those specifically for children and young people. The Albany is also a central place to meet, discuss and share – as a mini Southbank Centre – offering the residents of Deptford an area which is theirs for the community, just outside the expense and bustle of central London.