Theatre Design & Technology - Spring 2017 - Public - 30

One need only look at some existing examples to
realize how theatre lobbies can be successful Third Places when they are open all day. Both the Royal National
Theatre and the Southbank Centre in London attract
a lively and sizable crowd at all hours of the day and
night. Not only do theatres realize some profits from
their retail operations, but more importantly the very
existence of these semi-related retail activities goes a
long way toward removing barricades that often restrict
the first timer from entering an artistic endeavor.
Both the National and the Southbank Centre are
readily permeable, inviting visitors in without a thought
toward crossing a threshold toward a higher level. With
less reliance on the old subscription model, performing
arts institutions must become more reliant on attracting passers-by and on word-of-mouth and social media connections. Super-fast internet connections, lots of
power points, a variety of lounging and grouping spaces,
access to coffee and snacks, and a supportive, informal
atmosphere all have great potential for keeping theatre
lobbies animated throughout the day. And when more
guests are visiting the lobby, it seems likely that more
interest is created.

DESIGNING A BETTER LOBBY
Selling admission to events is changing. Though the
term "ticket" may remain in use for the foreseeable
future, the actual piece of card stock is quickly disappearing. Guests are more likely to obtain admission
via an app and carry the evidence on a personal electronic device, or print a ticket at home. We no longer
need elaborate facilities for vending tickets as part of
our front-of-house components, and once we acknowledge the lack of need for a Box Office, we can begin
to re-think the visitor experience completely. Theatres
are now moving toward a concierge-style system, which
might typically involve a Guest Services counter where
patrons can purchase admission, check parcels, and procure assistive listening devices and child booster seats,
all at a single location.
At Hamer Hall in Melbourne, Australia, each
of the main lobby levels includes a long counter with
changeable signage indicating which portion of the
counter is in use for which activity on different days, and
at different parts of the day. During non-performance
times, portions of these counters might be used for sell-

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