In the West End of Edinburgh four venues have joined together to promote the area that has become known as Edinburgh's Cultural Quarter. The Lyceum Theatre, the Usher Hall, the Traverse Theatre and the Filmhouse offer a varied programme of culture throughout the year and are host venues to three of Edinburgh's main Festivals.
Together, they have created Culture Juice – mixing up events from four of Edinburgh’s most exciting arts venues, and serving ‘juicy cut-price offers on film, theatre, music and performance’.
Through the mobile and desktop websites, the four venues are cross promoting their work, across 5 different art forms - theatre, film, dance, music and comedy.
Before the Digital R&D Fund award, they shared a common concern – how could they engage with younger audiences who have not ventured into the venues to enjoy the cultural programmes on offer? This group makes up a large proportion of festival audiences, but isn’t so visible through the rest of the year. Culture Juice users enjoy discounts and reduced price ticketing for some events across the four venues.
The original plan was to create a one-stop-shop for ticket sales in order to harness changing behaviours in booking patterns, support more flexible booking approaches and meet the expectations of people using mobile and online platforms.
However the different box office booking systems used by the four venues were incompatible. The partners have instead used the opportunity afforded by the Digital R&D Fund to use technology and digital approaches to attract a new audience, rather than developing new technology itself.