Alcohol in the Auditorium: Balancing Revenue and Responsibility in Welsh Theatre

In recent years, the presence of alcohol in theatre auditoriums has become increasingly common — and increasingly contentious. Lyn Gardner’s recent opinion piece in The Stage reignited debate around the role of alcohol in live performance spaces, particularly in light of BECTU’s proposal to limit consumption at seats. For Welsh venues navigating financial strain, architectural limitations, and shifting audience demographics, the issue is far from black and white.

The Financial Reality for Welsh Theatres

Many Welsh theatres are operating on razor-thin margins. With rising overheads — from staff wages to utilities — and public funding reductions, venues are forced to diversify their income streams. Food and beverage sales, particularly alcohol, have become a vital revenue source. Yet for older, listed buildings, expanding bar space or adding kitchens for a "dinner and a show" format is often impossible. Maximising spend per attendee is not just desirable — it’s essential.

The Audience Equation

Welsh audiences are evolving. Traditional theatregoers may be ageing out, while younger patrons face their own financial pressures. When they do attend, venues must make the experience count. Alcohol is a proven seller, but it’s not without risk. Gardner rightly points out that front-of-house staff bear the brunt of antisocial behaviour linked to excessive drinking. BECTU’s survey revealed that 77% of FOH staff experienced aggression or harassment in the past year — a sobering statistic.

Rethinking the Response: Revenue vs. Risk

Rather than curtailing alcohol sales entirely, Welsh venues could adopt a more strategic approach:

Tailored Bar Offerings: Research touring productions and expected demographics to adjust alcohol availability accordingly.

Upper Limits: Set reasonable consumption caps, particularly for high-risk performances.

SIA Accreditation: Equip ushers with Security Industry Authority training to confidently manage incidents.

Staff Training: Implement programmes to identify and de-escalate potential issues before they escalate.

Educating the Audience

Audience behaviour is shaped by context — and many patrons simply don’t know the rules. Welsh creatives have the ingenuity to craft engaging, non-elitist campaigns that clarify expectations:

Marketing with Humour: Use playful signage, social media, and pre-show announcements to highlight theatre etiquette.

Cultural Sensitivity: Recognise that vocal engagement or casual dress may reflect enthusiasm, not disrespect.

Continue expanding inclusive formats that welcome diverse audience behaviours — without compromising safety.

A Call for Balance

Welsh theatres are cultural cornerstones. They deserve to thrive — artistically and financially. Alcohol can be part of the experience, but it must be managed with care. By combining smart planning, staff empowerment, and audience education, venues can protect their teams, preserve the magic of live performance, and still raise a glass to sustainability.

As Gardner notes, the theatre is not the pub. But it’s also not a church. It’s a communal space — and with the right measures in place, it can remain both welcoming and safe.