Thoroughly Modern Millie - 2017 UK Tour

Poor Racky Plews, the director. Her CV is beginning to read like a list of shows that closed early.

Heaven On Earth, Eden International Productions went into administration.
Momentous Musicals, Neil Eckersley and Speckulation Entertainment.
Thoroughly Modern Millie, David King for "Modern Millie Ltd" pulled half way through the tour.

And next up she's doing "Knights Of The Rose" for "Romance of the Rose Productions".

It seemed odd sending it out again with a lesser cast a year after it previously toured - its not exactly Wicked in terms of name recognition, hook to capture the floating attendee and as already mentioned its a cast that doesn't put bums on seats.

Well frankly I am not surprised at the collapse of this tour. The prices for some of these second rate tours is ridiculous.

Summer Holiday (for example) is coming to my local ATG theatre (Brighton Theatre Royal) and the top price is 45.50 plus a 2.85 "transaction fee totalling 48.50. I tried to check other prices but the ATG site was down for "maintenance" - god forbid anyone was trying to actually book a ticket!! Crazy For You recently more expensive at almost 60.00 at ticket - this for an actor/musician show. This, together with astronomic prices for a glass of wine or an ice cream - is it any wonder that the theatre is half full for all but the odd show.

I rarely go to my local theatre now as I am lucky to live near enough to London to see a West End show cheaper (with the many deals) even with train fare. I would go to far more things locally last minute if the prices were cheaper but there never seems to by any deals for Brighton Theatre Royal even when there are tons of seats left. They don't even dare put the seat prices in their brochure any more, just the very misleading "tickets from 15.00" which are up in the gallery!

Producers clearly think they can charge Wicked, Miss Saigon or Matilda prices for tours of musicals and provide nothing of the quality which people are happy to pay for.

Rant over!

Edited to add that I have just checked out the prices for the Dr Doolittle musical starting in Bromley in November. Prices up to 52.50 for premium seats - rows C - K (except ends) and 47.00 top price rest at weekends - slightly cheaper in the week at 48.50 and 45.00 plus of course the booking fees! I sound like theatremonkey - but not doing half as good a job!! Yes, there are cheaper tickets but basically at the back!! SO not exactly cheap for a family! 

The sad thing with discounts is that it's purely down to the producer. Sure, venue marketing teams can push with potential offers, citing examples of other productions where discounting has been successful, but ultimately if the producer says no, there'll be no discount, and the theatre stays half empty. Bill Kenwright for example - discounts for his shows are rare, even when they're not full!

Theatre owners want bums on seats, because this will give them more bar revenue, but if it's not an in-house production, they have very little freedom in terms of discounting.

ATG Card holders often get 2 for 1 opening night offers. The pricing structure of a tour will vary from venue to venue with a producer naturally trying to maximize profit. So theatres of similar sizes are often differently priced for the same show obviously taking account of what the audience there may be used to paying.

Plus venues on a tour can vary in size by several hundred seats so even very popular shows could have the potential for an extra 4,000 or so seats a week at some venues which could be about 150K of potential extra ticket sales.

I can see venues wanting people in on discounted deals as they can make extra money on bar, snacks, programmes etc.

I've not renewed my card. They don't have the offers to make it worthwhile anymore.

If only someone could wean ATG off the "booking fee" and "transaction fee" culture 

Totally agree, it is worth having. This is my first year having the card and I've saved around £130 on tickets and fees combined as well as getting discounts on drinks at the bar since I got my card in Feb.

For me one of the biggest benefits is the access to discounts across the whole group of ATG theatres (obviously I know that's the point) but instead of just being a member or patron of say one particular venue or theatre you get a nice variety and effectively access to more shows, from my base in the Midlands I've got good access to Stoke, Nottingham, Leicester, Derby, Birmingham, Coventry etc..

That makes sense but out of the places you've listed I'm pretty sure Birmingham is the only one with an ATG theatre. I only know as I'm in.the Midlands so considered it but didn't think it would be worth it given so few ATG theatres in the area. Four at last count - in Birmingham, Oxford, Milton Keynes & Aylesbury!

Being based in the northwest (Liverpool area), Ive found the ATG card to be really good value over the last few years. It‘s paid for itself several times over each year as I have access to both Liverpool and Manchester venues as well as being able to access the priority booking option for London stuff as well.