In common with some other West End and Broadway theatre chains, ATG adds a restoration levy to the cost of each ticket that has built a fund to cover such improvements and maintenance.
According to press materials, the improvements have included five refurbished luxury bars at the West End's Piccadilly, Harold Pinter, Apollo Victoria, Duke of York's and New Wimbledon Theatres. Further rollout is planned for Bristol, Edinburgh, Glasgow, Milton Keynes and the Lyceum in London.
The Harold Pinter Theatre, formerly the Comedy, not only underwent a name change but has had a £550,000 makeover, with auditorium refurbishments that included repairs to the decorative plaster, new carpets and a project including the strengthening of the grid and installation of a double purchase flying system.
The Duke of York's also had technical improvements, improving the facilities for producers and technical staff.
A £500,000 refurbishment of the Fortune Theatre has been carried out, including major repairs to the concrete façade, repairs to the existing leadwork, windows and roofing, reinstatement of the original canopy, new show and theatre signage and new LED coloured lighting. Other West End capital projects have included a £300,000 restoration of the Charing Cross Road façade of the Grade II listed Phoenix Theatre, including the reinstatement of the original canopy, replacement signage and new lighting on both facades of the theatre.
The Piccadilly Theatre underwent a £150,000 refurbishment, which involved the redecoration and restoration of the original color schemes, enhancement of the theatre’s original features using modern technology and the development of the Piano Bar in the Royal Circle.
At the Apollo Victoria, a major foyer refurbishment has been carried out, and at the Trafalgar Studios wheelchair access has been provided to both studio spaces.
In a press statement, ATG's managing director of Venues Nick Potter commented, "It all comes down to our company vision statement, Making Theatre Magic. Enhancing the theatrical experience for our customers is about ensuring that every visit is a special occasion. We are creating these incredible spaces where our customers can relax in a totally unique and comfortable setting."
David Blyth, ATG's property director, added, "The development of our Front of House areas is the latest chapter in an extensive ongoing ATG restoration programme where our overall aim is to dramatically increase the customer experience and preserve our beautiful, historic buildings for future generations."