Less is More

In May, one of Canada’s most beloved theaters will close to undergo a $2.5M renovation for a reason you might not expect; they are reducing the size of the theatre.

The Royal Alexandra has been home to extraordinary entertainment since construction in 1907 by famed architect John Lyle. In an effort to provide the most comfortable experience possible, theatre owner David Mirvish has made the decision to reduce the theatre capacity by 253 seats, a remarkably bold choice when most theatre owners are doing everything they can to squeeze more seats in.

“It may sound counterintuitive in terms of revenue, but we believe in the long term a happier, more comfortable audience will lead to greater loyalty and return visits, which in turn will lead to a more profitable theatre. In fact, we are spending $2.5 million on this renovation; that’s how important we believe it is,” says Mirvish.

Read the full article here: http://www.playbill.com/article/toronto-39-s-royal-alexandra-theatre-will-get-a-25-million-facelifthttp://www.playbill.com/article/toronto-39-s-royal-alexandra-theatre-will-get-a-25-million-facelift

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