Are West End Ticket Prices Sustainable?

As a nation, we spend a lot on entertainment. But whether it's premier league football, tickets to your favourite band or even the humble cinema ticket, all have seen price increases. West End theatre is certainly no exception. But is it sustainable?

First, let me say that I'm fine with commercial theatre making a profit. This isn't a rallying cry asking for all tickets to Hamilton to be £10. The biggest shows with world-class talent will always attract a higher price.

What I want to say to producers of these shows is this: consider the future. OK, maybe the current market can handle two rows of the stalls being £200 a seat. Maybe seats at £50 in the middle of the upper circle can be sold. But for how long?

Once Millennials come of age and the Baby Boomers are gone - who is going to buy your 'Premium' tickets then? What if you've priced out an entire generation who never got into the habit of going to the theatre? This is the real danger. It would seem I'm not alone here - producer David Pugh said of his production of The Girls: "We know the economics, premium seats are just plain greed." Credit where it's due for calling that out.

Am I being too (pun intended) dramatic? Well, consider this: inflation over the past four years has hovered between 0-3% a year. Last September, The Stage's survey showed that top price theatre tickets had risen by an eye-watering 30% over the same period. Wages rose too though, right? Well yes, but only by roughly 9% on average. And don't forget all the boring stuff went up too in that period, like rent, council tax and utilities.

Add to this the abundance of competition for people's disposable income. Did you know the average top price ticket to the theatre costs more than Netflix for an entire year? I know what you're thinking: how can I possibly compare the two? Well, what I'm saying is that very soon people will make choices about the value they get from their entertainment. West End theatre is heading in a dangerous direction where it's not even in the equation for all but the highest earners.

The problem is that big musicals and West End shows are often the gateway for people coming to the theatre for the first time. If this short-termism continues, I'm worried they won't come at all. Do we want theatre to be a once-a-year treat or just the preserve of high-earners? If theatres don't inspire people when they're young, they won't come in later life. Dropping the price won't be enough if they've always felt excluded.

So, what's my rallying cry? Producers: act now, before it's too late.