Visitors can be lost before they arrive.
Many venue owners think of accessibility as something that only starts at the front door. They think: do we offer step-free access? Does our reception desk have a hearing loop? Is there an accessible toilet on site? But for disabled people, their interaction with a venue begins much earlier, often before they have even decided whether to visit.
They ask questions like, “How will staff actually communicate with me?”, “Where are the accessible toilets located?”, and “Is that hearing loop still in use?”
They browse a venue’s website and social media, wondering whether they can trust that the information provided to answer their questions will reflect the reality of the experience when they arrive. They encounter stress that could easily be avoided with some clear pre-visit information, and second guess whether to make the trip to begin with.
And because of their hesitance, that venue loses a customer and a chance at revenue.
Research shows barriers change customer behaviour.
The scale of the missed opportunity caused by inaccessibility is reflected in the UK Government’s research from 2025, which examined how disabled people experience private-sector businesses and services, where the barriers occur, and what could be done to improve accessibility.
Among 1,545 disabled people surveyed, 57% of respondents reported experiencing an accessibility barrier in entertainment, leisure and hospitality in the previous 12 months. Retail was even higher, at 65%. But the most alarming statistic is that the change in behaviour because of inaccessibility among disabled consumers was reportedly, as high as 77% in entertainment and hospitality venues, with similarly high statistics in sport and exercise (76%) and retail, couriers and deliveries (72%). As a result, the overwhelming majority reported needing to spend more time accessing the same services as non-disabled people, and this having a negative impact on their health.
People described inaccessible buildings and facilities, lack of assistive technology, lack of quiet spaces, and, importantly, a need for more information on restaurant websites so that wheelchair users could understand things such as table arrangements and manoeuvring space before booking. Some respondents said they had stopped attending entertainment or hospitality venues altogether due to these barriers.
Disabled people account for 25% of the overall population in the UK, so poorly managed, inaccessible venues are potentially alienating an audience in the millions, not only when they encounter barriers, but when the venues demonstrate poor accountability.
By contrast, an accessible venue that is able to offer the exact same service to offer a level of experience while respecting the time of the consumer, is likely to attract and retain a large sector of customers that are demonstrably not being catered for.
Waiting for complaints creates legal and reputational risk.
Under the Equality Act 2010, service providers have an anticipatory duty to make reasonable adjustments for disabled visitors. Although the consequence of non-compliance extends well beyond an individual customer’s experience; in serious or systemic cases, disputes with venues can lead to Equality Act claims, regulatory intervention, or major site overhauls.
A recent high-profile example; Live Nation, which operates festivals including Wireless and Download, entered into a legally binding agreement with the Equality and Human Rights Commission in 2023, following reported accessibility problems at their two festivals. Disabled attendees had reported issues including obscured stage views, a lack of accessible toilets, and staff questioning their disabilities.
The agreement required Live Nation to make extensive changes across its festivals, including introducing enhanced accessibility guides, reviewing accessibility across its policies and processes, auditing its festival websites and apps, introducing disability awareness training, using mystery shoppers and gathering feedback from disabled customers to inform future planning.
Had Live Nation prepared for its audience’s needs in advance and anticipated the potential accessibility barriers on its festival grounds, its management team would have avoided reputational and financial damages, while delivering the kind of experience that encourages music fans with disabilities to return to their events well into the future.
An audit turns assumptions into evidence.
Audits act as a practical risk-management for addressing problems before they become problems for visitors, disabled or not. They illuminate unidentified barriers within a venue’s services, infrastructure and policies, providing a clear roadmap for addressing accessibility blind spots in a prioritised and budgeted format.
Audits can be commissioned: as part of a planned periodic review; before or after major alterations’ when services or operating arrangements change; following a complaint, incident, or recurring concern.
A venue might already have all the features a disabled person might need to feel comfortable, but if people aren’t made aware of the finer details, like what type of accessible formats are offered, what’s actually in the venue’s sensory room, how many rest points there are and where they’re located, they won’t visit and the venue will lose out on revenue.
Acting on that evidence improves information and experience.
When a venue owner acts upon audit recommendations, they improve the experience for their existing customers and attract an underserved audience that may never have made it past the awareness stage in the first place; The Purple Pound.
The Purple Pound represents the spending power of disabled people and their families. As of 2026, its value to the UK economy alone is £446 billion. Many venues are not accessing their full share of that potential revenue, and not because they are less willing to spend.
Genuinely accessible choices are limited, so venues that provide a reliable experience can earn considerable trust and repeat custom. An audit of a venue alone does not achieve greater footfall, but it presents a roadmap for service improvements that naturally attract a wide audience.
Progressing towards the goal of accessibility rather than an expectation of immediate perfection is what produces the best results; improved communication often leads to increases footfall, a better reputation often leads to industry accolades, and a reliable service often generates revenue.
The Harris demonstrated gradual improvement and got results
The Harris Museum, which has worked extensively with Direct Access, has been investing in accessibility for several years, rather than treating it as a compliance exercise. Its facilities now include accessible parking, tactile wayfinding maps, hearing loops, and specific quiet visiting hours.
But beyond completing a checklist, they have demonstrated meaningful care for the experience of their customers, which is what has allowed them to sustain and build an audience over time. They’ve reduced customer uncertainty and changed behaviour which leads to reduced visits and revenue.
Their website doesn’t simply say, “we’re accessible”, but gives prospective guests detailed information about the building, including its limitations. As a result, they have strengthened their position within the tourism sector as a place where visitors can understand what to expect, access exhibits with greater confidence, and ultimately enjoy themselves.
An accessibility audit can be reactive, commissioned after something has gone wrong, or proactive, giving venues the information they need to prevent barriers from becoming problems in the first place.
If you are ready to take your venue on a similar journey to the Harris Museum, the first step will be to gather evidence of what is working and what isn’t. An accessibility audit gives you the evidence to decide what needs to change, what should come first and how those improvements should be communicated.
An audit from Direct Access, however, will go beyond that. Our combination of lived experience and expertise helps venue go beyond legal obligations, so they are best placed to offer a visit that could whole new audience through the door. Get in touch with us today to learn more.