South Bank loyalty card launched by Mayor
The Mayor of London has announced the launch of a South Bank loyalty card to coincide with this weekend's Inside Out festival.
Ken Livingstone visiting Royal Festival Hall earlier this month
Inside Out is a weekend of free events along the riverside between Friday 24 and Sunday 26 March, involving many traditionally indoor activities taking place outside. See our Inside Out map and guide for more details.
"From the London Eye to the Design Museum, the South Bank has a world beating array of museums, theatre, galleries and other attractions," says Mayor of London Ken Livingstone. "Inside Out is a unique opportunity for all Londoners to find out more about what it has to offer. We want people to keep coming back and will be launching a new South Bank Loyalty Card. Over the weekend, visitors will have the chance to pick up one of the cards, which will offer free and discounted access to some of the South Bank's famous attractions for the next two months."
The loyalty card will include six offers: 2-for-1 deals at the London Eye, Design Museum and Queen Elizabeth Hall, National Theatre tickets for £10, children go free at the IMAX and £2 off Tate Modern's Bauhaus exhibition. 15,000 cards will be available on a first-come, first-served basis throughout the weekend and will be valid for a two-month period after the event.
National Theatre director Nicholas Hytner added: "The National Theatre is delighted to be joining with our South Bank neighbours as part of the Mayor of London's Inside Out weekend. The whole of the South Bank gets more and more dynamic each year – here at the National our outdoor programme reflects the excitement of what goes on inside our theatres, as well as all along this very special stretch of the Thames."
The Mayor's use of the term 'South Bank' to cover the whole SE1 riverside may prove controversial in some quarters. Traditionally the term has been used for the section of riverside between Westminster Bridge and Blackfriars Bridge, home to the South Bank Centre.
Indeed some groups involved in promoting parts of the SE1 area have been keen to stress that they are not on the South Bank; a recent Pool of London Partnership press release included the following advice to journalists: "The Pool of London includes some of the south bank of the River Thames but is not the 'South Bank'. The South Bank is only the area on the south side of the River Thames from the London Eye to Blackfriars Bridge".
• The editorial policy of this website is to avoid the use of the term 'South Bank' except when referring to the limited area described above. 'Southbank' (one word) is only used when referring to the proper name of an organisation or building.