The Natural History Museum (NHM) Ice Rink welcomed a record number of skaters to its last ever season at the iconic South Kensington site. Over 295,000 people took to the ice from October through to January to make the most of the festive season, filling up to 14 timeslots a day across the 12 weeks.

Event organisers used the Pricemaster tool to gain recommendations for pricing based on historical sales, demand and data science, which helped to build towards this season’s success.

Upsells were a big hit with skaters with tens of thousands added to orders, from drinks vouchers right through to carousel tickets.

Ticketmaster has been a proud partner of the NHM Ice Rink for the last decade, and with demand for tickets so high this season it was officially one of the site’s top 5 best sellers of the last six months.

Joel Smith, VP of Arts & Entertainment Events at IMG, said: “Over the last 16 years, the Natural History Museum Ice Rink, with its iconic backdrop and 30ft Christmas tree, has become a much-loved winter tradition for friends and families from all over London, the UK and around the world. We’re delighted to have celebrated our final year in style, welcoming a record number of guests to enjoy their last-ever skate at this beautiful location.”

Andrew Parsons, Managing Director of Ticketmaster UK, said: “It’s been fantastic to partner with IMG on yet another of their hugely successful projects, and have the opportunity to provide our latest technology and marketing developments for attractions, experiences and timed entry events. Huge congratulations to the NHM Ice Rink team for a fantastic final season, and we look forward to seeing what’s next in the IMG event portfolio.”

The site on which the rink sits will be transformed into a hub for urban wildlife as part of a national campaign to encourage people to help nature on their doorsteps. You can read more about the Urban Nature Project here.

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