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Dice secures Ally Pally ticketing partnership

The link-up with London's Alexandra Palace represents the live event discovery platform's biggest UK venue partnership to date

By James Hanley on 18 May 2023

Alexandra Palace

Live event discovery platform Dice has secured its biggest UK venue partnership to date after being named the primary ticketing partner for London’s Alexandra Palace.

The independent venue, which delivers events for capacities ranging from 1,000 to 50,000 across its Theatre, West Hall, Great Hall and Park, celebrates its 150th anniversary this year. It has upcoming gigs from Jessie Ware, The National, McFly and Fatboy Slim, as well as a summer series of outdoor events featuring Kaleidoscope Festival, headlined by Hot Chip.

Dice will also be the main ticketing provider for Ally Pally’s community events, such as November’s annual Fireworks Festival and Creative Learning programme, which deliver hundreds of activities each year. In addition, it will support ticketing of exhibitions and sports events at the Palace.

“We’re honoured to be working with such a historic venue, giving fans access to their incredible events, securely through Dice, without having to worry about crashing websites or ticket touts,” says Dice president Russ Tannen.

Dice says that more than 40% of its sales come via its Discovery tool, which recommends personalised events and suggested shows for friends to enjoy together.

“It’s a partnership we can’t wait to get started”

“Our events programme at the Palace has grown significantly in recent times, now attracting a million visitors a year, with every £1 we make going back into supporting our community projects and charitable objectives,” says Lucy Fenner, commercial director at Alexandra Palace. “We are looking forward to working with the Dice team to build on this huge progress and deliver fans more amazing live music, festivals and more. It’s a partnership we can’t wait to get started.”

Dice operates in markets including the UK, US, France, India, Italy, Spain and Germany. Launched in 2014, the company reported the biggest year in its history last year, with more than 55,000 artists and 10,000 venues and promoters using the firm to sell tickets to their shows.

Emma Dagnes, CEO at Alexandra Palace, adds: “As a charity and an independent venue, we want to provide truly amazing experiences to millions of people every year, whether that’s through hosting household names on our biggest stages, or via our extensive range of community events. Dice’s ethos and fan-first approach feels a great fit for this, and we are looking forward to working together as we continue to grow our cultural and entertainment programmes here at the Palace.”

Dice recently launched in Scotland as the new primary ticketing partner to Edinburgh-based promoter Watchtower Group, and also hired Katie Soo as chief business officer in March.


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