ATG Revamps Front-of-House Areas with New Bars and Lounges

Ambassador Theatre Group (ATG) is currently transforming its Front of House areas by installing a number of stylish lounges and concept bars. Having invested more than £3 million in the roll out of 22 Ambassador Lounges and 10 premium bars so far, ATG has planned a further investment of £600,000 by the end of 2014.

Transformations are also taking place across the Atlantic with over $600,000 currently being invested in foyer renovations at ATG's Broadway theatre, The Lyric.

All of the design and decoration of these renovations have been overseen by ATG's in-house interior designer, George Couyas.

Couyas says, "The ambition for our Ambassador Lounges is to create a sophisticated and luxurious experience for our customers. Pre-show and during the interval they can now enjoy exclusive access to our new Lounges which include table service, private washrooms and a welcome drink on arrival.

"The design scheme is inspired by the 1960's 'Mad Men' era and is evocative of a decadent private members club."

In London, Ambassador Lounges have launched at the Piccadilly, Lyceum, Phoenix, Apollo Victoria, Duke of York's, Playhouse, Harold Pinter and Savoy theatres. In ATG's regional venues, the exclusive lounges can be found at Richmond Theatre, the Palace Theatre and Opera House in Manchester, Edinburgh Playhouse, Milton Keynes Theatre, Bristol Hippodrome, Theatre Royal Brighton, New Theatre Oxford, King's Theatre and Theatre Royal Glasgow, Liverpool Empire, New Victoria Theatre in Woking, Sunderland Empire and most recently, New Wimbledon Theatre.

ATG has launched 10 premium bars so far. In London, these include the Moonlight Bar at the Harold Pinter Theatre, The Ballroom at the Lyceum and the Noel Coward Bar at the Phoenix. Regional bars include Piano Bars at New Wimbledon Theatre, Milton Keynes Theatre, Bristol Hippodrome and the New Victoria Theatre in Woking, The Boards at the Edinburgh Playhouse, The Picture Lounge at The King's Theatre Glasgow and The Stage Door Bar at the Palace Theatre in Manchester.

By the end of 2014, ATG will have completed and launched an Ambassador Lounge at the New Alexandra Theatre Birmingham, premium bar concepts at the Piccadilly and Duke of York's theatres in London and launched a new contemporary bar in the atrium of the Liverpool Empire. A new bar concept is also planned at the Apollo Victoria in the current Elixir Bar.

At the beginning of 2015, ATG will begin a beautiful restoration of the Dress Circle Bar at the Sunderland Empire by transforming the space into a Piano Bar.

About Ambassador Theatre Group: Co-founded by Sir Howard Panter and Rosemary Squire OBE in 1992, ATG has grown to be the world's number one live-theatre group with a total of 40 venues in Britain and on Broadway and an internationally recognised award-winning theatre producer with co-productions in New York, across North America, Europe, Asia and Australia. It is also a leader in theatre ticketing services through ATG Tickets and The Ticket Machine Group (TMG).

ATG presents an average of 30 productions a year and is an award-winning producer in the West End, the UK regions, on Broadway and internationally. ATG production companies and partnerships include Sonia Friedman Productions (SFP), First Family Entertainment (FFE), Jerry Mitchell Productions and Jamie Lloyd Productions.

Current and recent ATG co-productions include a brand new production of Richard III starring Martin Freeman, Women on the Verge of a Nervous Breakdown starring Tamsin Greig, Dirty Rotten Scoundrels starring Robert Lindsay and Rufus Hound, Jersey Boys, Rock of Ages, Macbeth starring James McAvoy, The Hothouse starring Simon Russell Beale and John Simm, The Pride starring Hayley Atwell and Mathew Horne, Passion Play starring Zoë Wanamaker, Posh, Jumpy starring Tamsin Greig and Constellations starring Rafe Spall and Sally Hawkins (Royal Court at the Duke of York's), Dolly Parton's 9 to 5 The Musical, Priscilla Queen of the Desert, Legally Blonde the Musical, Monty Python's Spamalot, The Rocky Horror Show, Goodnight Mister Tom, The Mystery of Charles Dickens, Lincoln Center's production of South Pacific starring Samantha Womack and Paulo Szot, All New People starring Zach Braff, Ghost the Musical, Matthew Bourne's Nutcracker!, Being Shakespeare starring Simon Callow, The Misanthrope starring Damian Lewis and Keira Knightley, West Side Story and Guys and Dolls starring Ewan McGregor.

Photo Credit: benfisherphotography.com

To post a comment, you must register and login.