See It Safely campaign launched to build confidence in attending theatre

The Society of London Theatre and UK Theatre has announced the launch of the See It Safely campaign which is aimed at making audiences confident in relation to theatres as COVID-19 secure spaces.

West End looking like a Ghost Town. Photo: Mark Ludmon

When theatres sign up to the See It Safely Code Of Conduct, they will be able to display the See It Safely mark showing the public that "safety forms the foundation for their reopening plans", SOLT and UK Theatre said.

To qualify for the mark, theatres will be required to pass and approval process demonstrating that they are operating in line with the latest government guidelines and public health guidance which are laid out in a COVID-19 risk assessment.

Theatres are also able to sign up to a set of "ticketing principles" aimed at reassuring audiences that in the event of cancellation, they would be able to obtain and exchange, credit voucher or refund. If an audience member felt unwell, they would be able to exchange their ticket at least 24 hours prior to the performance for a later date. The launch of See It Safely comes as Nimax prepares to reopen its six West End venues with social distancing in place. Sales for both The Show Must Go On! Live at the Palace Theatre (announced yesterday) and Six at the Lyric Theatre are reportedly strong with both expected to sell out. SOLT and UK Theatre chief executive Julian Bird said: “We have a number of challenges to meet before the majority of our theatres can open but we are confident that from a safety perspective audiences and our workforce can be reassured that every measure is being addressed and we look forward to rolling out the scheme and welcoming our audiences back. It is very encouraging that there have been no reported cases of Covid in any of our venues that have opened so far.” SOLT President Kenny Wax is producing Six, which re-opens in London next month and run at The Lowry, Salford said: “Such positive sales give me the confidence to open my other shows including The Play That Goes Wrong at the Duchess Theatre. There is clearly huge, pent-up demand for live theatre and it is wonderful to give audiences something to look forward to as we head into the Christmas season.”