Hawthorn & Kent, a UK-based distributor for the events and attractions industry and the exclusive UK Distributor for GoPhoto, has announced that the seamless photography solution has been used for the final three months of the Starlight Express run at Wembley Park.
Well-established in the events and attractions industries and with a solid presence in live experiences, this move into theatre opens new opportunities for theatres, theatre merchandise companies, and producers.
For Starlight Express, GoPhoto enabled guests, who are often mega fans, to take home a unique memento of their visit, fully aligned with the show they had come to see.
It integrated images of the cast, the show's design assets, digital elements, and even the potential for shareable reels.
A unique take-home memory
Featuring a signature GoPhoto Capture Tower installed in their foyer and entry area, guests could have their photos taken upon arrival or during breaks, enhancing customer engagement.
Designed for high-traffic sites, the system operates quickly and efficiently.
The GoPhoto kiosks are designed for ease of use, and are fully integrated with the retail systemImage courtesy of Hawthorn & Kent
GoPhoto’s seamless integration ensures the system aligns with operational processes, providing a smooth workflow for staff and delivering an exceptional customer experience.
With innovative order kiosks in the retail space, guests can browse images and purchase items without the stereotypical high-pressure hard sell we are all too familiar with, which is uncomfortable for staff and guests alike.
The market-leading kiosks enable upsells and discounted bulk purchases to be built into the purchasing journey, offering an intuitive and comfortable guest experience whilst simultaneously delivering optimised revenue return.
Data show that, because guests view a photo as an ‘emotional purchase’, they mentally separate it from their standard merchandise purchases, meaning venues can capitalise on the revenue potential of a guest photo opp without affecting their current merchandise return on investment.
A seamless experience
Hawthorn & Kent’s in-depth understanding of the events and attractions sector means the team is uniquely positioned to meet operational requirements, honour the brand they are working with, and respect the immersive nature of spaces and shows.
Gone are the days of the green screen. Instead, the team can work with whatever clients have in place, allowing them to keep the feel of the space.
The photo opportunity added to the guest experience and brought in another revenue stream for the venueImage courtesy of Hawthorn & Kent
“Working with Hawthorn & Kent to bring GoPhoto to Troubadour Wembley Park Theatre and our resident production of 'Starlight Express' was an exciting new venture for us to explore, and the technology, implementation and ease of use greatly exceeded our expectations," says Simon Lord, theatre manager for Troubadour Theatres.
"The operation integrated seamlessly into our existing guest journey, adding genuine value to the overall visitor experience. Guests really embraced the photo opportunity, whilst also creating an additional revenue stream for the venue.”
Hawthorn & Kent adds: “Working with West End legends such as Andrew Lloyd Webber’s LW Entertainment, Michael Harrison Entertainment, Global Marketing Group and Troubadour Theatres to integrate guest photo opps into Starlight Express has been a dream come true for us.
"It’s been a real pleasure to see this exciting sector of the arts & entertainment world unlock the joy and potential of GoPhoto.”
Having demonstrated GoPhoto's potential in this sector, Hawthorn & Kent is already working on the next show partnership.
Last year, Hawthorn & Kent also entered into a major partnership to bring GoPhoto to ZSL London Zoo.
