We’ve introduced a new pricing structure after a detailed review of several years of Dundee Rep’s ticketing data, alongside comparisons with other leading theatres across the UK. That work helped us understand how audiences actually book: which seats and performances sell fastest, and where there’s most sensitivity around price. 

The result is a fairer, more flexible approach designed to keep the Rep affordable for as many people as possible, while giving us the income we need to keep creating ambitious work here in Dundee. There’s now a broader range of prices for every performance, so everyone can find a seat that suits their budget. 

Some of the very best seats now cost a little more, reflecting their high demand, but there are also more lower-priced options than before, particularly for those who book early or choose midweek performances. Overall, it’s about offering genuine choice, better value, and long-term sustainability for the theatre. 

Prices do not currently change once a show is on sale. Each price band is fixed. The reason to book early is to secure the best value seats before the lower-priced allocations are gone. 

For most performances, there is a limited number of £15 tickets. These can sell out quickly. Some concessions are also offered in limited allocations and may become unavailable once the allocation is exhausted. 

So early booking is about access, not dynamic pricing. If you plan ahead you are more likely to find £15 seats, secure concession allocations where eligible, and choose from a wider range of lower price bands. We set this approach after reviewing booking patterns over several years, so that good value is available up front and clearly signposted. 

Every seat in Dundee Rep is a good seat. There are no pillars or restricted views like in older theatres. However, our research over the past five years shows that some areas of the auditorium are consistently in higher demand than others. 

We’ve used that data to set prices that reflect how audiences actually book. The most expensive seats are in the areas people choose most often, while the lower price bands cover seats that tend to sell later or less frequently. 

This approach keeps pricing fair and transparent. It rewards early booking, ensures a good range of prices across the auditorium, and helps us fill the theatre while keeping it welcoming and affordable for everyone. 

We’ve deliberately spread the lower price bands across different areas of the auditorium so that everyone has the chance to find good value seats, whatever their preferences. 

Because every seat in Dundee Rep usually has a clear view, there’s no single “cheap corner” of the theatre. Instead, we’ve used five years of booking data to understand which seats are most and least in demand, and we’ve priced accordingly. That means you’ll find a mix of prices throughout the house, rather than one section always being the most affordable. 

This approach makes pricing fairer and more flexible. It reflects what audiences actually value, avoids creating a “second-class” section, and helps us keep the auditorium lively and full for every performance. 

We’ve moved away from traditional concession categories because they don’t always reflect who most needs help with the cost of a ticket. Instead, we now offer a clear range of prices for every performance, so everyone can find a seat that suits their budget, without needing to fit into a particular category. 

Our research showed that small percentage discounts for certain groups often made very little difference in practice, while adding complexity and confusion. The new approach is simpler and fairer. 

At the same time, we’ve introduced a strong Under 30 offer, recognising that younger audiences often face the biggest financial barriers to attending. We believe this combination (affordable entry prices for everyone, plus targeted support where it makes the most difference) will help us welcome a wider mix of people to the Rep. 

We know that price is one of the biggest barriers for younger audiences, and our data shows that theatre attendance often drops sharply after people leave education. By extending the offer to everyone under 30, we’re helping to keep that connection to live theatre alive through a stage of life when disposable income is often limited but interest and enthusiasm remain strong. 

It’s a deliberate investment in the next generation of audiences and in the long-term sustainability of Dundee Rep. We’d rather build a lasting relationship with people in their twenties than lose them because the ticket price feels out of reach. 

We chose 30 rather than 26 or 18 because it reflects real life more accurately: people in their twenties are often in their first jobs, renting, or studying, and still making careful choices about what they can afford. This offer helps make sure that theatre stays part of those choices. 

Anyone aged under 30 can book a ticket for £15 for most performances, subject to availability. The offer applies to all seats, so younger audience members can choose where they’d like to sit. 

For preview performances, we go even further, offering £5 tickets for Under 30s. These are limited in number and often sell out quickly. 

You’ll need to bring proof of age with you when you attend, as you may be asked to show it when entering the auditorium or at any point during your visit. Acceptable forms of ID include a driving licence, student card, Young Scot card, or any photo ID showing your date of birth. 

This helps us keep the scheme fair and consistent, ensuring that those it’s designed for can genuinely benefit. 

The Under 30 offer is only for people who are themselves under 30 at the time of the performance. If you’re buying multiple tickets, each person using an Under 30 ticket must be eligible and able to show proof of age when attending. 

You’re very welcome to book seats together, but any friends who are over 30 will need to book from the standard price bands. This keeps the offer fair and makes sure that the discounted tickets go to the people it’s intended to support. 

If you’re booking as a mixed group, our Box Office team can help you find seats close together across the different price types so that everyone can still enjoy the show side by side. 

No, once you’ve bought your tickets, we can’t retrospectively apply new offers or discounts. Our pricing is designed to be clear and consistent from the moment a show goes on sale. 

For most of the time the best value is available early. Each production includes a limited number of lower-priced seats and these can sell quickly. By booking early, you’ll have the widest choice of seats and prices. 

It’s very rare that extra discounts are introduced later in the sales period, and if they are, they’re usually for very specific performances or seating areas. So planning ahead is the best way to secure both value and choice. 

A preview is a fully staged performance that takes place just before the show’s official press night. It’s the same production (with all the design, lighting, and performances in place) but the creative team may still be making small adjustments based on how the show feels in front of a live audience. 

For audiences, previews are a great-value opportunity to be among the first to see a new production. You’ll experience the full show at a lower price, and your reactions often help shape those final refinements before opening night. 

At Dundee Rep, we offer excellent preview prices (including £5 tickets for Under 30s) to encourage more people to take a chance on something new. 

No: preview performances are full performances with the entire cast, set, lighting and costumes in place. You’ll see the complete production, not a cut-down version. 

The main difference is that the creative team may still be refining small details, sometimes testing changes to pace, transitions or effects. Very occasionally, things don’t go exactly to plan, but that’s part of the excitement of live theatre. 

Previews offer great value and a special sense of being there as a new production finds its final shape. It’s a lively, authentic experience and a brilliant way to support the work as it comes to life on stage. 

No: accessible seats will always be priced at the same level as the cheapest available unsold seat in the auditorium. That means accessibility never comes at a higher cost. 

We’ve built this principle into our new pricing structure to make sure that everyone can enjoy the same experience, no matter where they sit or what support they need. These seats are located on level access and can be used either with or without a wheelchair, depending on individual needs. 

This approach gives flexibility while keeping pricing fair and consistent. It’s one of the ways we’re working to make the Rep as welcoming and inclusive as possible for all audiences. 

If you need a companion or personal assistant to attend a performance with you, we can usually offer your companion a free ticket. This ensures that anyone who requires support can attend the theatre without facing additional cost. 

The easiest way to arrange this is to contact our Box Office team directly: either by phone, email or in person. They’ll make sure your booking is set up correctly and that suitable seating is reserved. 

We don’t require proof of disability or a specific access card, but we do ask that the free companion ticket is only used by someone who is providing essential assistance during your visit. This keeps the policy fair and available to those who genuinely need it. 

If you’re a regular visitor, our Box Office team can also make a note of your access requirements so future bookings are quicker and easier.