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Access All Areas: Making ticketing more accessible for everyone

Why accessible ticketing matters

Accessible ticketing is critical for promoting inclusivity and diversity in the UK’s creative and cultural sector. Under the Equality Act 2010, service providers must make reasonable adjustments so that disabled individuals have equitable access to services.

In the context of ticketing, this means ensuring that the ticket-purchasing process and access to events are as seamless for disabled people as for non-disabled customers. However, many disabled individuals still face barriers when trying to book tickets, from website usability issues to a lack of clear information about accessible seating or services.

Challenges in accessible ticketing

Despite advances in technology and awareness, there are still significant obstacles for disabled customers when it comes to booking tickets. Some of the key challenges include:

  • Lack of booking options: While some customers may be comfortable booking tickets online, others may prefer speaking directly with a box office staff member who can help with specific needs. However, these alternative booking methods are not always available or easy to access.
  • Website accessibility: Many venues do not have fully accessible websites, making it difficult for people who rely on screen readers or other assistive technologies to navigate.
  • Limited accessibility information: It is common for venues to provide insufficient details about accessible seating, services, or how to request accommodations, leaving customers unsure of what is available to them.

Practical steps to improve accessibility

To make ticketing more accessible, venues and cultural organisations can implement the following measures:

Offer multiple ways to book: It is important to offer various booking methods, including phone, email, and in-person options. This ensures that customers with different needs can access the booking process in the way that works best for them.

Run through the booking process of each of your purchasing channels, do you offer the same level of service, seat availability and ticket options?

Ensure web accessibility: Venues should make sure their online ticketing systems comply with Web Content Accessibility Guidelines (WCAG). This includes providing clear navigation, screen reader compatibility, and easy-to-use forms.

Regularly test your online ticket booking journey with for accessibility to ensure it can be used by everyone – you can use tools such as WAVE or get advice from our Digital Accessibility Tech Champion.

Gather feedback from your visitors to address and identify any access barriers they may encounter. Include a simple anonymous feedback form on your website or follow up with attendees after events to ask about their ticket booking experience. This will help you directly understand your visitors needs and make meaningful improvements.

Provide detailed accessibility information: Clearly communicate the availability of accessible seating, assistive services (e.g., captioning, autism friendly performances), and any other accommodations. This information should be easy to find and available at all stages of the ticket booking process.

Create a dedicated access section on your website with detailed descriptions of your services, how to get to your venue, where to park etc and make sure it is clearly signposted. Check out the Welcoming Disabled Audiences section over at Attitude is Everything for further guidance.

Train staff on accessibility: Venue staff, particularly those handling customer inquiries and ticket sales, should be trained to understand accessibility issues. This enables them to respond to customer questions knowledgeably and efficiently. directory of accessibility training providers. Speak to your staff to learn the most common issues customers seem to face, as they will have the most firsthand experience with customer issues.

All In is a UK and Irish access scheme with Arts Council England, Arts Council of Ireland, Arts Council of Northern Ireland, Arts Council of Wales, and Creative Scotland. It has a directory of accessibility training providers. They also explain the the kind of access needs people might have that cause barriers.

Inclusive pricing models

Inclusive pricing models play a key role in ensuring that cultural events are affordable and inclusive for all audiences. One way to achieve this is through offering flexible pricing tiers that cater to different income levels. This could include free companion tickets, or discounted tickets for disabled customers, carers, or those on low incomes. Another possibility is the use of pay-what-you-can schemes, allowing people to attend events regardless of financial barriers.

It is crucial to ensure that the process for accessing discounted or accessible tickets is straightforward. Organisations should implement clear labelling of price types on ticketing platforms, with accessible tickets or carer tickets available through the same channels as general admission. Simplifying the process can reduce the need for customers to call or email separately, making it easier for those with additional needs to secure tickets at a fair price. By using inclusive pricing models, venues can welcome a broader and more diverse audience.

To discuss accessible pricing strategies in more detail – book in a call with our Ticketing Tech Champion today.

Future directions for accessible ticketing

The future of accessible ticketing lies in the integration of new technologies and more thoughtful design. As technology continues to evolve, the cultural sector has more opportunities to innovate and make ticketing processes even more inclusive for all audiences.

In summary

Improving accessibility in ticketing is essential for creating a more inclusive and welcoming cultural sector. By ensuring web accessibility, providing clear information, offering flexible booking options, and training staff, venues can make the ticketing process smoother and more equitable for all audiences.

To learn more about accessibility best practices, explore resources from Attitude is Everything or check out our other articles in our Knowledge Hub.

Further support

The Digital Culture Network is here to support you and your organisation. Our Tech Champions can provide free one-to-one support to all creative and cultural organisations who are in receipt of, or eligible for, Arts Council England funding. If you need help or would like to chat with us about any of the advice we have covered above, please get in touchSign up for our newsletter below and follow us on LinkedIn and X (Twitter) @ace_dcn for the latest updates.


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