Case study

Jan 21, 2026

Maximising Revenue Through Experience Design at Liverpool’s Royal Court

This case study explores how Royal Court refined its customer journey to create richer experiences for audiences, while unlocking new, reliable revenue streams through Ticketsolve.

Liverpool’s Royal Court has been at the heart of the city’s cultural life for nearly two centuries. Known for producing theatre made in Liverpool, by Liverpool creatives, the venue has built an exceptionally loyal local audience, and reinvests the vast majority of its income directly back into the city.

Operating largely without external funding, Royal Court has long understood the importance of commercial resilience. Generating sustainable revenue isn’t just about profit, it’s about safeguarding creative independence, supporting local employment, and continuing to take artistic risks.

This case study explores how Royal Court refined its customer journey to create richer experiences for audiences, while unlocking new, reliable revenue streams through Ticketsolve.

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Financial Independence as a Strategic Driver

For Royal Court, maximising revenue has always been closely tied to mission.

With 95% of all income reinvested into Liverpool’s local economy, the organisation needed to ensure that every aspect of the audience journey worked harder, without compromising the welcoming, informal atmosphere that defines the venue.

Rather than increasing ticket prices alone, the team focused on how existing strengths - great food, a strong bar offer, and cabaret-style seating - could be more deliberately integrated into the booking experience. The goal was simple: help audiences plan a complete night out, not just buy a seat.

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Designing a Complete Night Out

Royal Court’s dining and hospitality offer is a core part of the experience. With in-seat service, flexible seating, and a highly regarded kitchen, the venue was already well placed to deliver something distinctive.

The challenge was ensuring this offer wasn’t treated as an afterthought.

By integrating dining directly into the ticket purchase journey, audiences could book meals at the same time as selecting their seats, whether online or at the box office. Customers are encouraged to arrive early, giving them time to enjoy food and drinks before the show, with additional orders taken during the interval.

This approach transformed dining from an optional extra into a natural extension of the performance itself.

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Using Timing and Context to Increase Spend

A key factor in Royal Court’s success has been when offers are presented.

Ticketsolve enabled the team to introduce relevant prompts at moments when audiences were already engaged and ready to commit. Booking a meal while purchasing tickets proved far more effective than promoting dining separately at a later stage.

This “just-in-time” approach extended beyond food. Using automated recommendations at checkout, Royal Court began suggesting related products such as programmes and drinks. These prompts felt helpful rather than sales-driven, and resulted in a measurable uplift in ancillary sales.

Seasonal menus and special-event packages, such as Christmas dining experiences, further reinforced this strategy. When offered during pre-sale, these limited options sold out quickly, driving both early bookings and increased food revenue.

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Personalisation That Supports the Whole Team

Delivering a premium experience at scale requires more than sales prompts, it depends on preparation and coordination across teams.

Using Ticketsolve Extras, Royal Court collects additional information during the booking process, including meal choices, drink preferences, and special requirements. This data flows directly to front-of-house, bar, and kitchen teams, allowing them to prepare in advance and deliver a smooth, personalised experience on the night.

An added benefit quickly emerged: customers who pre-purchased meals tended to arrive earlier, and stay longer. With the main cost already accounted for, audiences were more likely to spend on drinks, desserts, and interval treats, increasing per-head spend without additional pressure.

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Liverpool’s Royal Court demonstrates that sustainable revenue growth doesn’t come from aggressive selling: it comes from thoughtful experience design.

By integrating hospitality into the booking journey, using timing and context to guide decisions, and equipping teams with the right information, Royal Court has created a model where audiences enjoy more (and the organisation earns more) without compromising its values.

Supported by Ticketsolve, this approach has helped Royal Court strengthen its financial independence, deepen audience loyalty, and continue investing in theatre made by and for the city of Liverpool.

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Kofi Ohenedjan

Marketing Manager

We’ve noticed a tendency for customers to spend more if they arrive earlier. Many pre-purchase their meal weeks in advance, so they feel as if they haven’t spent anything on the night, which means they’re more willing to spend at the bar until doors open.

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