Ally Pally opts for Dice as primary ticketing partner

Live event discovery platform Dice has been appointed the primary ticketing partner for iconic London venue, Alexandra Palace.

Ally Pally is able to deliver events for capacities ranging from 1,000 to 50,000 across its theatre, West Hall, Great Hall and award-winning park. The partnership represents the largest venue deal for Dice to date. 

The venue is set to celebrate its 150th anniversary with a birthday party later this month, and has a packed schedule of events across the year to commemorate. There will be live music gigs from artists and bands such as Jessie Ware, The National, McFly and Fatboy Slim. Dice will also be the main ticketing provider for All Pally’s summer events including Kaleidoscope Festival, which is set to be headlined by Hot Chip. 

Ally Pally’s community events such as November’s annual Fireworks Festival and creative learning programme, exhibitions and sports events will all be ticketed by Dice. 

Russ Tannen, president at Dice, said: “Which Londoner doesn’t have a special memory from a show or event at Alexandra Palace? For the last 150 years they have been delivering the most unforgettable cultural and live music experiences in the city, and have created a space that people love and cherish as part of their community.

“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.”

Lucy Fenner, commercial director at Alexandra Palace, said: “Our events programme at the Palace has grown significantly in recent times, now attracting a million visitors a year, with every £1 ($€1/$1) we make going back into supporting our community projects and charitable objectives. 

“We continue to host world class performers across our stages in the iconic Great Hall, beautiful Theatre and now outdoors in our Park and we are constantly evolving our services to provide fans an amazing experience throughout their visit. 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.”

Emma Dagnes, chief executive at Alexandra Palace, added: “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.”