New sign attracts attention at Hawth Theatre

A new full colour graphic LED display has been installed at the leading entertainment venue, the Hawth Theatre in Crawley, just ahead of a busy winter programme which includes this year’s pantomime offering.

The new sign, situated on a main roundabout on the turn-off to the theatre, replaces an older LED sign which had reached the end of its operating life after many years of service. Advances in technology, coupled with volume production have seen the price of LED display solutions come down significantly in recent years, making them an effective and competitive solution for entertainment venues.

For the Hawth Theatre, a key attraction in replacing the sign was upgrading from a single colour text sign to a full colour graphic display without any additional cost. In addition, the software provided with the sign enables the theatre to upload new content directly which means the display can rapidly be updated to include new items. The ability to programme in a series of messages enables the theatre to maintain a rolling calendar of current and future events.

Based on Messagemaker’s new Imposa III model, the 768 mm x 768mm sign is only 4mm in depth and provides a weatherproof display with bright LEDs ensuring high visibility in all light conditions. Hawth Theatre also runs corporate events and conferences. With the new programmable sign, staff are able to personalise the display to welcome guests and clients on approach to the venue.

The theatre opted for Messagemaker’s rental option which offers a flexible solution for entertainment venues whose revenue may vary according to their programmes and seasonal influences. Says Theatre Manager Steve Crane: “The rental option was an attractive proposition for us as an investment which offered a quick return. For less than the cost of a single additional ticket sale per day, the theatre now has access to a bigger screen with high impact and improved recall. We are hopeful of achieving a significant uplift in ticket sales this season thanks to the new sign.”

He adds, “The display is a tremendous improvement on our previous system. Technology advances not only mean we can make full use of colour to attract attention but being programmable, it is much more versatile for us as well as saving us money by not having to print a new banner for each individual show.”

Set in a 38 acre wooded site, The Hawth offers a diverse programmes of arts and performance with over 350 performances and events a year, attracting upwards of 170,000 customers each year. The Hawth plays host to artists, musicians, dancers and performers from around the world, from household names and West End shows to artists presenting new performance, theatre, music, dance, comedy and film. In addition to its busy events programme, the theatre is regularly hired by both local and national businesses and arts organisations as a venue for conferences, exhibitions and events.