Show goes on for Bedworth business after support

The show is definitely going on for a Bedworth-based entertainment business that has emerged from the devastating impact of the global pandemic to become ‘bigger and better’ than ever before.

Sarah Harding toured the likes of New York, Ibiza and Dubai as a performer before returning home in 2017 with a desire to set up her own business.

After achieving success performing as a tribute to Elsa from the hugely-popular Frozen movies at children’s parties, D’May Entertainment was launched - named after Sarah’s Grandmother Doreen May.

This swiftly grew into a brand that utilised its founder’s musical theatre background to write and produce shows for corporate clients along with tribute shows and family entertainment.

But this period of success was rocked during the Covid-19 outbreak that saw Government restrictions to limit the spread of the virus bring the entertainment industry screeching to a stop.

“It’s been really hard with Covid, as it threw a massive spanner in the works,” she said. “We were told we couldn’t work anymore and we had to stop.

“We went virtual for a while, and since coming back I have completed my Masters Degree in Musical Theatre, passing with the highest grade of Distinction at Associated Studios Drama School London, as I really wanted to keep on top of my skills and knowledge. As the world has re-opened we’ve really come back with a bang. The industry is growing bigger and better than ever before and so is the business.”

Key to D’May Entertainment’s revival was its eligibility for support through Project Warwickshire via the Coventry and Warwickshire Chamber of Commerce’s – a free recovery and growth business support programme to help companies in the tourism, leisure and hospitality sectors in the county, in the wake of the Covid-19 pandemic.

Project Warwickshire is funded by the European Regional Development Fund and Warwickshire County Council. The support is delivered by Coventry and Warwickshire Chamber of Commerce in collaboration with Shakespeare’s England and Northern Warwickshire Tourism, on behalf of Warwickshire County Council.

Chamber business adviser Helena Bassett worked with Sarah as restrictions were eased, providing support with business planning, writing bids, cash flow analysis and access to workshops.

With Project Warwickshire TLH business support, D’May Entertainment has not looked back, with a growing number of performers being added to its ranks who are contracted in on a gig-to-gig basis.

In 2022, the business won a coveted contract with the Birmingham-based Commonwealth Games and, more recently, has added a freelance business and production co-ordinator.

“Helena really helped me with the business side of things,” Sarah explained. “I have studied business, so I had quite a good idea of what it entailed but she helped me look into areas I hadn’t even thought of and it was excellent to have somebody to bounce ideas off and talk things through with.

“We have achieved some excellent contracts at the likes of Twycross Zoo, Lichfield Garrick Theatre and the Midlands sites for Hickory’s Smokehouses. We want to keep growing from there.

“My passion is creative production shows, it’s what I absolutely love doing and want to continue producing creative and innovative entertainment solutions, working with top UK attractions and hotels.”

Helena added: “It was great to work with Sarah and be able to support her business as it re-emerged after the restrictions in place during the global pandemic were eased.

“Sarah’s passion for the industry and the business shone through and it’s great to see that with our help, D’May Entertainment is winning new contracts and taking on more people on a freelance basis too.”