Distributing tickets through a flexible gifting option has become a practical way to boost cultural participation. The Alicante Main Theater introduced a gift card program to make attending performances easier and more appealing for everyone. This initiative reflects a commitment to widening access to the performing arts and offering a simple path to share memorable cultural moments with friends and family.
Currently, both gift card denominations are available for purchase, whether at the box office or online. Shoppers can select either a 50 euro card or a 100 euro card, and each card can be exchanged for tickets to any show listed in the theater’s current schedule. The system is designed to accommodate different budgeting needs, allowing patrons to allocate their gift toward multiple seats or a single premium performance, depending on what suits the recipient best.
Cardholders can complete payments using cash or credit card, making the process straightforward and convenient. The theater has structured the program so that the recipient’s experience remains flexible, ensuring there is ample room to tailor the gift to personal tastes and schedules.
María Dolores Padilla, director of the Alicante Coliseum, emphasized that the theater aims to provide more opportunities for people to enjoy live culture. She noted that the gift card is not only comfortable and attractive but also a year-round gift option that aligns with ongoing promotions and varied offers for all audiences. The initiative is seen as a practical way to invite new visitors while rewarding loyal patrons alike (Alicante Coliseum administration).
The initiative was announced alongside the theater’s broader programming brief for February through April 2023. In that season, a slate of new performances was introduced, promising a vibrant spring season on the stage and inviting audiences to explore diverse theatrical experiences (Theater programming notes).
Teatro Manager plans to continue expanding its offerings with ventures like the new gift card, enabling residents of Alicante and visitors to send a thoughtful and tangible token to friends and family. The initiative is presented as a way to share high-quality performances and a wide range of productions, ensuring recipients discover performances they genuinely enjoy. Padilla highlighted that the program aggregates scripts by acclaimed contemporary playwrights and directors, starring actors and contributors who bring prestige to major productions, while also offering accessible ways to engage with live theater for people across different budgets and tastes (Alicante Coliseum communications).