The Alexandra launches Local Heroes initiative

The Birmingham venue is pleased to announce the launch of its Local Heroes initiative which offers a 25% discount on tickets for a range of professions including emergency service workers, armed forces, social workers and teachers.

The city centre based theatre officially premiered the scheme this week with a special launch event at the press night for 9 to 5 the Musical.

Qualifying professionals were invited to enter a ballot to attend a complimentary VIP evening, which included pre-show and interval hospitality and a pair of tickets to watch the show. Guests were also able to discover more about the Local Heroes offering and how they could sign up and enjoy discounted tickets for a huge range of shows coming up at the theatre. Simon Creed, Theatre Director said:

“We’re extremely happy and proud to be able to offer Local Heroes discounts at The Alex, as a way of saying thank you to those in our community who have dedicated their lives to helping others.

"Whatever your heroic profession, we hope many will take advantage of our offers and enjoy a fabulous trip to the theatre whilst our friendly and dedicated front of house team look after them for a change.

"It was an absolute pleasure to welcome local heroes to The Alex at our launch event last night and give them a VIP experience they deserve on their well-earned night off. I look forward to welcoming more local heroes to our venue in the future.”

Successful ballot entrants and guests who attended the launch evening last night included teaching staff from local schools and NHS workers including a Senior Support Worker for vulnerable adults, Director of Midwifery, Doctors and Nurses, many of whom work at the local hospitals. Also among the attendees was Fraser Simpson, an NHS Mortician who was recently nominated by his partner as an ‘NHS Hero’ via a competition The Alex ran on social media. Facebook fans were asked to nominate their ‘inspirational NHS hero’ to have a seat dedicated to them in the auditorium. Fraser’s nominee said:

“He’s a frequently forgotten about hero from the Hospital Mortuaries. He fought hard to give those who lost their battles continued dignity in death and cared for them in unprecedented numbers over the last 18 months.

"The only part of the Nightingale hospital that got used was the Mortuary because they just didn't have the space at the hospitals in Birmingham. He didn't complain once, even when he had to spend his birthday at the Nightingale last year.

"A dedicated unsung hero of the NHS. Fraser is also a very keen theatre go-er, musician and Morris Dancer. I can't think of anyone more dedicated to the Arts and our history as well as our health.”

The competition received so many heartwarming and emotional entries of heroic NHS workers who had battled through the pandemic over the months that as a special surprise and to honour all those entered in to the competition, The Alexandra invited all nominees along to the launch event last night to experience a night out at the theatre, on them!

Nada Burgess a local Doctor, who was an NHS hero nominee and attended the evening where she learnt about the Local Heroes initiative, said: “In the wake of the pandemic when we have so many key workers that have given up so much of their life, I think it’s wonderful to have a little treat every now and again.

"The theatre was such a big part of my childhood, my mum was such a massive fan of the theatre so I think it’s a wonderful way of bringing back our culture and having a little treat for those who have given up so much.”

ATG created the Local Heroes offer in 2017 as a way of saying thank you to those who have dedicated their lives to helping others and is delighted to roll this initiative out in Birmingham. Now more than ever, they hope that Local Heroes take advantage of this offer to enjoy an unforgettable trip to our wonderful venues with friends and family.

To sign up to local heroes, view a full list of shows and offers and check all qualifying professions, visit

More from Local Headlines


Add a comment

On Air Now Trace and Jase 7:00am - 10:00am
Now Playing
You Could Be Mine Guns 'N' Roses
Recently Played
  • I Wish Joel Corry, Mabel 7:11
  • Superstition Stevie Wonder 7:03
  • My My My Armand Van Helden 6:56


  • Available on the App Store
  • Available on Google Play

Useful Links


Travel News

How To Listen

Latest Podcasts