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Mystery bookers

Projects: The Arches; Ambassador Theatre Group

For those venues that want to fully understand and explore their customers’ experience, Culture Sparks’ tailor-made mystery shopping packages can investigate every element of the customer journey, online and in person.

For the Arches, a multi-arts venue in Glasgow, we developed and delivered a programme of mystery shopping that included the venue, social media analysis, and an evaluation of the online audience experience. The programme was segmented, to identify the differences in booking experience for arts events, gigs and club nights. ‘In a nutshell, the research was very useful’, confirmed Executive Director Mark Anderson.

Following the mystery shopping exercise, Culture Sparks Director Julie Tait facilitated a full-team away-day for the Arches, reviewing organisation aims and objectives; inviting feedback from staff and building ideas around implementation – ‘constructive and positive’, said Mark.

The Ambassador Theatre Group operates venues all over the UK, and for them we coordinated a six-month mystery shopping programme that evaluated all aspects of the customer experience of booking seats and attending events at their two Glasgow venues, the Kings Theatre and the Theatre Royal.


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