Virgin Voyages to expand entertainment brand as Scarlet Lady debuts new show

Virgin Voyages has introduced a new original production titled Booked aboard Scarlet Lady and announced the launch of a dedicated entertainment company, marking an effort to extend its shows beyond cruise ships into hotels and other venues. 

The cruise line says the new venture, called Screw It, Let’s Do It Productions, will support future collaborations with land-based partners, Virgin Hotels, and theatre spaces.

According to the company, Booked will be developed for a land-based debut in 2026, while its onboard event Scarlet Night is expected to be staged at Virgin Hotels properties in Las Vegas and Shoreditch next year.

Virgin Voyages said the project reflects a wider strategy to build shows that can exist across multiple formats, rather than exclusively on its ships.

Booked was created by No Ceilings Entertainment and combines dance, acrobatics, and cabaret-style performance. It joins Persephone as part of a refreshed entertainment programme currently rolling out on Scarlet Lady. 

Virgin Voyages has stated that entertainment remains one of the main reasons passengers return to the brand, with a repeat booking rate reported at 30 percent.

“Our 5-5-4 sailings are performing better than ever because Sailors are coming back for what’s new — from Scarlet Lady’s stunning transformation to entertainment that stands shoulder to shoulder with what they’d see on land,” said Nirmal Saverimuttu, Chief Executive Officer, Virgin Voyages. 

“It’s everything First Mates need to close the sale again and again,” he added. Virgin Voyages refers to its travel agents as First Mates and calls its passengers Sailors.

Scarlet Lady, which sails year-round from Miami on alternating four- and five-night Caribbean itineraries, has completed its second major refurbishment. The changes include redesigned Seriously Suites, new VIP cabanas, and a new restaurant, Lucky Lotus, which Virgin Voyages describes as Chinese-inspired. 

The company has been modifying its ships at a more frequent pace than is typical within the cruise industry, following updates to Valiant Lady and the launch of Resilient Lady in 2023.

With the expanded entertainment ambitions, Virgin Voyages has also announced a new rehearsal facility in Orlando. The building will span 30,000 square feet and is being positioned as a development space for future shows, with the company indicating that programmes created there could be used both on its ships and on land.

The line has not announced whether any productions created by its new entertainment division will extend to additional Virgin brands or venues beyond the hotels already confirmed. 

Virgin Voyages currently operates three ships and has not yet indicated whether the new shows will expand across its fleet or remain exclusive to Scarlet Lady.