Finding new fans for The Clapham Grand’s eclectic live events

Words by Kate Menzies
Photos by The Clapham Grand

Since partnering with DICE, the historic venue has made the most of fan insights and our network of promoters

The Clapham Grand (also known as The Grand) is a Victorian-era venue with a modern sensibility. Since opening in 1900 as a music and varieties hall, it has hosted some of the world’s most famous names in music, comedy, cabaret and more, from Charlie Chaplin and Morecambe & Wise to James Acaster, Billy Bragg and Fern Brady. As a cornerstone of London’s cultural scene – and staying true to its variety show origins – it has also staged celebrations for Pride and Sink The Pink, and been home to drag, movie nights, club nights and brunch parties. Even TikTok’s famous Shrek Rave has come to The Clapham Grand. The team is dedicated to building memorable experiences for everyone, from diverse programming to accommodations for neurodiverse fans.


Partnering with DICE

The team at The Clapham Grand were looking for a ticketing solution that would suit its fan-first ethos, and provide smooth on-the-night ticket management and an easy event-creation tool. Manager, Producer and Programmer Ally Wolf noted that DICE fulfilled their criteria of “a ticketing system that was easy to use and fit the aesthetic of the venue (independent, fun, different, variety)”.

Fans enjoy Rocky Horror Movie Night.

Introducing new fans to the venue

Eclectic programming is a key draw for The Clapham Grand, and the team are always looking to reach new audiences. The DICE home screen shows fans personalised recommendations for events, whether they’re interested in specific genres of music, live comedy or drag, which allowed the venue to market to engaged users with no additional spend. Fan data also helped the team to identify the demographics that different events attract, as well as how far fans are willing to travel for events and what appeals to different age groups.

Additionally, DICE’s event creation tool, MIO, gives the team complete control over their event builds, as well as allowing promoters guest access to collaborate. The team can also tap into DICE’s network of promoters, artists and partners in order to programme a variety of different events. For example, in 2022, they worked with DICE partner Berk’s Nest on a monthly series of events – Live At The Clapham Grand – featuring comedians including Rose Matafeo, Phil Wang and Ed Gamble.



Of fans who buy tickets have purchased more than four times


Of tickets on the Waiting List have resold


Tickets requested on the Waiting List in first half of 2022

The Bongo's Bingo Afterparty.

Building loyalty

Since working with DICE, the team has been able to see how loyal fans are to specific events: 37% of fans who’ve bought tickets from The Clapham Grand have bought tickets to more than four events. And for sold-out events, 94% of the tickets on Waiting Lists have resold, which demonstrates a high level of engagement from fans.

If you’re interested in working with DICE, get in touch.

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