‘Drinks in the house’ make debut at Performing Arts Centre

Jul 25, 2023 | 3:20 PM

Patrons of the Vernon and District Performing Arts Centre will now be able to enjoy a drink while they watch a show.

The centre has installed armrest cup holders, which executive director Jim Harding said will allow audiences to “take their drinks in the house” for the first time.

“Enhancing our patrons’ overall experience is the priority for adding this service,” Harding said. “Those who have been part of VDPAC sold-out shows before — with a jam-packed foyer, bar lineups and the rush to finish a drink just as the intermission warning lights start flashing — should welcome this major improvement, regardless if they’re holding a beer or a coffee. Now they can just casually return to their seats and foyer traffic will be more spacious and leisurely.”

The new amenities will see their first use this Saturday, July 29, for the Jeff Tweedy Summer 2023 Solo Tour concert.

“It’s felt like we may be just about the last live performance venue in B.C. to allow drinks in the house,” executive director, Harding remarked. “Producing professional theatres introduced it years ago and we watched many other B.C. venues begin experimenting shortly before the pandemic, so we have researched and been very thorough in how the VDPAC could offer this hospitality here.”

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Both alcohol and non-alcohol drinks will be allowed, served only by VDPAC servers and in special capped, 100 per cent-recyclable drinkware, including cans and bottled water. No outside beverages or drinkware are permitted.

“They look great, like they’ve always been here and will not affect movement along our wide aisles,” Harding said. “Instead of putting cups or cans on the floor, with the cup-holders, audiences will be free to stand and applaud!”

B.C. venues that introduced “drinks in the house” prior to the pandemic have reported an average of a 30 per cent increase in orders and sales.

“This service does play a part in our earned revenue,” Harding explained, “and tips from bar and concession sales also helps fund our annual Performing Arts Bursaries program for local students. But it will also help offset our past 15 per cent commission on artists’ merch sales, which we waived when we re-opened in March, in support of our guest artists, which has been very well-received.”

Harding said patrons have been asking for the new service.

“Emerging from the pandemic, VDPAC has experienced a remarkable increase in new residents and first-time patrons who are all live performance enthusiasts and have come from other places with venues that offer this hospitality, so they ask,“ Harding said.

For tickets to Jeff Tweedy Summer 2023 Solo Tour, featuring special guest Scott McCaughey in concert, 7:30 pm, Saturday, July 29, visit VDPAC’s Ticket Seller box office at ticketseller.ca

by Pete McIntyre

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