It might be a dump but it's an awfully well positioned dump, on the cusp of Covent Garden and Soho, their walk in trade has the potential to be huge.
But, if you charge £50 top price for a show ALL WEEK in a city that is not used to and resents such hugh pricing, well then you're just pricing yourself out of the market.
Nothing precious, plain to see, don't make a fuss over me. Not loud, not soft, but somewhere inbetween. Say sorry, just let it be the word you mean.