Belgrade Theatre Review of the Year 2012/2013
“… cities can regenerate and reinvent themselves
through the success of their cultural institutions.”
One of the Belgrade’s many strengths lies in its ability to adapt to an ever changing environment. It has successfully maximised its potential income from sources such as Belgrade Production Services whose turnover has increased by 50% in the last 12 months. It also boasts the largest Directors’ Club of its kind in the country building engagement with the local business community. Although the fine dining offering from Signatures Restaurant failed to survive the economic climate, the dining offering is soon to return, with the strategically positioned B4 Grill. The Theatre’s vibrant and wide range of productions ensures that it really is a theatre that serves the whole community and its bold run of home produced work continues to succeed in marking out the Belgrade from other regional theatres as well as attracting the attention of the national press. The Communications team has recognised the opportunities available to maximise this through digital marketing and continues to be market leaders in this field.
However it is the Community & Education Company which really succeeds in making its mark on the local community. The company that first developed Theatre in Education (TiE) almost 50 years ago still manages to “transform lives” and is now generating their own income to help fund some of these activities. I’m a firm believer in the economic and social benefits the arts can bring to a city particularly in times of stress such as these. Evidence from around the UK demonstrates conclusively that cities can regenerate and reinvent themselves through the success of their cultural institutions. Those institutions not only help to project the city’s profile nationally, but also serve the city’s needs locally. Continued success, however, relies on collaboration and team work. The continued support of our funders go hand in hand with the Theatre’s many other stakeholders towards breaking through these challenging times; not to mention the commitment of a highly skilled and hard-working staff team. The road ahead is clearly not smooth, but with everyone’s continued support we can ensure the Belgrade will continue to serve generations to come.
Stewart Fergusson Chairman
The Belgrade Theatre gratefully acknowledges financial support from:
Production photographs: Robert Day & Paul Blakemore. Other photos: George Archer
I’ve joined the Belgrade as Chairman this year bringing with me a great respect for the work they do and a wealth of knowledge about our local community. I’m honoured to take on this role and despite the challenges that the current economy brings have great confidence in its future.
The Belgrade Theatre is reliant on a number of organisations who support its work in the community. These generous supporters make it possible for us to undertake our exciting and innovative programme of work. Supporters in 2012/13 included:
The Higgs Charity, The J P Getty Charitable Trust, 29th May 1961 Charitable Trust, The Grantham Yorke Trust and The Norton Foundation. We gratefully acknowledge the commitment of all our supporters.
Belgrade Theatre Trust (Coventry) Limited (A company limited by guarantee)
Board Members: Mr S Fergusson, Chairman (appointed 14.6.12) Mr R Olivieri (resigned 27.9.13) Mrs C H Barnett BA Hons (resigned 18.4.13) Mr A Bhabra Cllr J Blundell Mr P A W Deeley Mr A C Dent (resigned 7.2.12) Mr P Fenner ACA/FCCA
Mr W H Glen LLB Mrs P Johnstone Mr J McGuigan Ms V E Parylo (appointed 22.11.13 resigned 13.6.13) Mr L Patel (appointed 7.2.13) Ms K J Reid BA Hons Cllr D Welsh (appointed 22.11.12) Mrs D Williams
The Belgrade Theatre's vision: To be one of the most dynamic producing houses in the country. Mission: Our role is to provide a comprehensive performing arts service of the highest possible quality for Coventry and the surrounding regions and to act as an ambassador for Coventry & The West Midlands when touring.
Photo: Marriage
Although I would wish to concentrate solely on our artistic programme in this foreword, it is difficult to summarise the Belgrade’s recent activity without highlighting the continuing extremely challenging economic circumstances In which it is operating. It should be noted that this context makes the artistic achievements even more impressive. The year saw the Theatre produce and present the variety of work that it wishes to: producing a revival of WE LOVE YOU CITY co-produced with thTalking Birds, and celebrating the 25 Anniversary of the FA Cup win and Coventry as host venue for the Olympic football; and a successful co-productionth with a commercial producer on 20 CENTURY BOY (which is a new co-producing model); alongside a continuing commitment to producing rarely seen classics THE DARK AT THE TOP OF THE STAIRS by William Inge and MARRIAGE by Gogol; as well as the world premiere of local writer Geoff Thompson’s FRAGILE. Audiences, media, business community and funders are responding well to this programming policy that appeals to and serves many different audiences in and around Coventry.
programme, whilst also contributing on a national level to the Arts Council’s strategic plan GREAT ART FOR EVERYONE, and respond to a more conservative audience attitude towards new and challenging work. At the same time our main funders, Coventry City Council and Arts Council England, are under pressure to continue to reduce their expenditure and seek efficiencies. Looking forward requires nerve: unprecedented public funding cuts continue to roll in and the level of attack on public funding is deeply concerning on many levels. Despite this erosion of core funding, the Belgrade is continuing to plan to deliver at least six shows in each of the following two years, alongside its programme of Community & Education work, in order to meet its NPO obligations.
The Belgrade considers 2013/14 to present particular tests of its abilities: the cumulative effect of public funding cuts, the “in period” funding cuts, the continuing risk aversion of the public, the volatility of box office earnings, the Alongside our own produced work uncertainty about fund raising targets – we programme visiting company work are they ambitious and achievable or of different strands to appeal to, and wildly over optimistic – the reduction grow, many different audiences. Despite in staffing (five jobs have been made huge audiences for some shows like redundant). At this point we remain CALENDAR GIRLS, there were signs confident that the Belgrade is robust of the recession, which is understandable and strong and our staff creative, flexible, at a time when audiences may feel more loyal and passionate about what they insecure about their own futures. Work do, led by a talented and committed that was perceived as ‘risky’, as well as senior management team, and that returning audiences for work that had these characteristics will combine to previously been presented at the see us through. Belgrade, saw declining audiences. The key challenges are to maintain the balance of presented and produced work in both auditoria and articulate a bold artistic policy intended to differentiate the Belgrade in the region, and maintain a full Community & Education
Hamish Glen Artistic Director & Chief Executive
Company Secretary and Executive Director : Ms K J Reid BA Hons Chief Executive and Artistic Director: Mr W H Glen LLB Funding Body Representatives entitled to attend Board meetings: Arts Council England West Midlands - Mr M Addison (Theatre Officer) Coventry City Council - Mr D Cockcroft (Assistant Director, City Centre & Development Services) Charity registered number 219163
Registered office: Belgrade Theatre Belgrade Square Coventry West Midlands CV1 1GS Company registered number 593331
Hamish Glen
2012/13 statistics
Marriage
7 Belgrade produced shows (up from 6) 91 productions (up from 72) 398 performances (up from 384) 146,595 tickets sold (up from 138,600) 60,679 tickets sold to audiences on tour (up from 47,500)
2012/13 was the first year of the Theatre’s three year contract as an Arts Council National Portfolio Organisation (NPO). It was another difficult year given declining core funding, in period cuts and low public confidence which affects ticket sales. While the Theatre continues to do very well to increase its earnings from new sources (commercial set building BPS, events and conferencing, trusts and sponsorship and a Non Voluntary Contribution that forms part of the ticket price) it has not proved possible to replace entirely the loss of income from statutory and box office sources. However 2012/13 saw the Theatre return a small trading surplus in the year and thus able to boost its general reserves which at a time of economic uncertainty is to be welcomed. Throughout 2012/13 the Theatre continued to reap the benefits of the strategy that was launched with the successful re‑opening of the building in September 2007. The ambition and excitement of the artistic policy and the quality of the Theatre’s work sustains the transformation of its reputation in the profession allowing the Belgrade to attract increasing numbers of co‑producing partners. 2012/13 saw the fruits of a partnershipthwith a commercial producer on 20 CENTURY BOY. Co-productions enable the Theatre to sustain a
reasonable number of in-house productions and extend its reach, but also restricts opportunities for the Belgrade to express its own distinctive artistic vision. The Theatre returned another excellent year’s result despite some very high variances in some areas of income and expenditure. The last quarter of the financial year in particular delivered unexpectedly good box office for the Theatre’s programme of Visiting Company work. To make a contribution towards reserves in such difficult economic times is an excellent result and allows the Theatre to proceed with some confidence. 2013/14 will be a particularly challenging year with a 10% cut from CCC (after 5% in the previous year) and Arts Council NPO funding, already reduced, suffering in-period cuts. In preparation for this a small number of posts were made redundant, reducing some costs. The Theatre still aims to produce at least six shows, programme B2 for some weeks and maintain the Community & Education programmes in each of the remaining two years of its funding.
“Darkly Compelling” The Daily Telegraph
Joanna Reid Executive Director The Dark at the Top of the Stairs
“What a good night out. Have been a few times and have enjoyed every one” Comment on Trip Advisor
Photo: 20th Century Boy
“Take a well deserved break down memory lane and I guarantee you will come out of the other end smiling” The Coventry Observer
“The Belgrade have got their Autumn season off to a flying start and they are really putting their theatre on the map”
We Love You City
“Atmospherically the production, with its wind chimes and sense of the vast Oklahoma landscape, is hard to fault”
What’s On Stage
The Guardian Sleeping Beauty
“A superb show, worth a bucket of stars”
Fragile
The Stage
Crackers
“Continually the Belgrade shows a commitment to bring the best theatre to the Midlands - lively and interesting programming” Marriage Survey Response
Close to Home
Community & Education Company
The Belgrade Community & Education Company (C&E) aims first and foremost to make pieces of work that bear witness to voices marginalised in the mainstream. It believes that these voices are best heard if presented in original and high quality pieces of work that people want to watch and listen to. C&E are also committed to supporting its participants to develop skills and understanding that enables them to develop careers in the performing arts and other industries, so increasing the diversity of the arts workforce.
on health and well-being under the festival title Creative Gymnasium. Truth or Dare? was devised from young people’s own experiences of mental ill-health, Shine On was created by the theatre’s new 50+ group sharing everyday stories from the lives of Coventry’s older generations and Close to Home was devised by the Black Youth Theatre telling the story of people living in Coventry and Africa with HIV and Aids.
In 2012/13, 678 workshops were delivered and over 671 audience members watched 65 performances and 25 sharings. This included three shows focusing
Summer School Sharing
Big School
“I t’s changed me as a person, it’s brought my real confidence out” Creative Gymnasium participant. An associated Arts and Health project aimed to improve health and well-being in Coventry, through two strands: Sexual Health which created three short films (Under Pressure) made by young parents for use in schools alongside a scheme of work for use in PSHE (Personal, Social & Health Education); and the 50+ programme offering arts taster programmes and a core group who presented Shine On. The programme was funded by the Esmée Fairbairn Foundation and Awards for All in partnership with Age UK, Valley House Association, Coventry City Council and Coventry University and evaluated by Coventry University. Youth Theatre projects included the creation of short guerrilla films by our Middle Youth Theatre and work centred on the Olympics and football from our Outreach Youth Theatre in Canley. The new rhythm of following a festival year with skills building enabled members of the five youth theatre groups to start work on their Arts Award at the beginning of the academic year. Other strands of work included rehearsed readings in New Black Showcase by writers from our third Critical Mass programme and Becoming Me a new play as part of our Big School TiE project for young people moving from primary to secondary school. Sandwell Council commissioned the Theatre to deliver a programme of work to raise aspirations, and three arts programmes were delivered alongside the Jobcentre increasing the confidence of those claiming Jobseeker Allowance. Our commercial strand of workshops continued to grow in strength with summer school extended to two weeks and three terms of Saturday workshops. This resulted in an additional 77 workshops being delivered and raised additional funds for future C&E projects.
2012/13 stats
678 9964 38 392 22 30%
workshops
Shine On
“Coventry has some very talented young people, I especially enjoyed the storyline, accents the actors used, the use of props and space. The storyline was as good as any professional theatre performances that I have seen” Close to Home audience member
participation opportunities performances in schools targeted workshops BTEC certificates Achieved, 177 since 2007 of participants from priority Postcode areas
Truth or Dare?
THE BELGRADE THEATRE:
Is a National leader in education work ... The Belgrade Theatre invented TiE (Theatre in Education) in 1965.
61%
in Coventry’s primary schools saw the Theatre in Education play, Big School,
in partnership with the Education Authority.
50 2167 62 177 14,399
schools were visited by the Big School tour directly benefitting ...
pupils aged 10 and 11.
schools workshops were given.
BTEC certificates awarded since 2007 to students at risk from exclusion from school.
schools tickets sold.
Picture: Big School
Picture: Playlist
“I really enjoyed it and it made me feel more confident about secondary school” Pupil comment on 2012 Big School Production.
Aids employability …
The Belgrade provides participative arts activity free at the point of delivery ensuring access to those who would otherwise not be able to afford to attend. These activities enable the development of confidence, transference of skills and the creation of high quality work by and for local people.
The Theatre employs up to 200 people at the height of its season and during 2012/13 supported the equivalent of 72 full time posts.
Belgrade Production Services continues to go from strength to strength and has seen an increase in turnover of 50% on last year. It was developed not only to provide a new income stream for the Theatre but also to retain a pool of skilled workers in the city. During 2012/13 we provided almost 12,600 hours of work for freelance/casual carpenters, welders, props makers, scenic artists and wardrobe technicians, in addition to the Belgrade’s core staffing. The Theatre was highly commended in the West Midlands Apprenticeship Awards (having won the Creative Apprentice Employer of the Year Award in 2012) and was the only arts organisation named in The Guardian’s top 100 apprentice employers.
2,923
hours of work placements were provided.
The Belgrade is a vibrant place offering a wide range of shows that appeal to a variety of audiences. It does extensive and sustained work with the city’s communities within priority post code areas and attracts people who have never been to the Theatre before. We enable access to the arts via: • • • •
Concessionary ticket schemes for paid activity Wheelchair access to all public areas of the Building Free access for community activity Access performances for those with hearing or sight impairment
37%
Picture: Young Company’s Playlist
Promotes community cohesion …
of our tickets
were sold to people eligible for a concession**
** Concessions comprise: Unemployed, Students, Children, Disabled, OAPs and Passport to Leisure. Other discounts include 20% and other offers.
435
free tickets
were given to under 26s
THE BELGRADE THEATRE:
Is key to the City’s regeneration … Evidence from around the UK demonstrates conclusively that cities can regenerate and reinvent themselves through the success of their cultural institutions because those institutions not only help to project the city’s profile nationally but also serve the city’s needs locally. The Belgrade’s 1958 listed building was refurbished and extended in 2007 with a £14m capital project. The Theatre is now pivotal to the city’s economic regeneration, attracting increasing numbers of people from outside areas and is at the heart of the city’s night time economy. In 2012/13 the Theatre’s activities generated £4.5m in the local economy. The £150m Belgrade Plaza Development was attracted to its location because of the Theatre. The Belgrade offers a wide range of shows that appeal to a variety of audiences. It is well known and loved in the City and makes a significant contribution to the well-being of local people contributing towards making Coventry a good place to work and live. Number of bookers by area*** 5,835 from North Warwickshire region (up from 5,021) North
15,419 from City (up from 13,453) 3,224 from South Warwickshire region (up from 3,119) 5,950 from other areas (up from 4,298)
South
***Note: number of bookers figure is the number of individuals making the booking, not the number of tickets purchased.
30, 428 bookers in total (up from 25,891)
49%
of visitors come from
outside of the Coventry city area.
“Love coming here! In fact do so regularly...shows that entertain, make you think and great ones for children… long may they continue!” Comment on Trip Advisor
Helping ourselves and others ... The Theatre works hard to develop and diversify its income streams, creating Belgrade Production Services (BPS), commercial workshop programmes for children and young people and also developing Events & Conferencing. These additional sources of commercial income earned £499,400 turnover in 2012/13 and £1.49m since 2007. £805,000 has been raised from fundraising and business sponsorship since reopening in 2007 to support revenue activity. During 2012/13 each £1 of CCC funding was matched which rises to £3.80 with Arts Council funding.
by £2.80 of earned income
The Theatre now earns
56% of its income,
up from 30% five years ago.
“The Belgrade is a great local theatre that provides a variety of entertainment in its two theatres. As Coventry is being re-generated it’s becoming a place to visit in the evenings” Comment on Trip Advisor
Coventry’s vibrant producing & presenting theatre THE IMPACT OF PUBLIC INVESTMENT 2012-13 The Belgrade Theatre is a charity. Public funding received from Coventry City Council, Arts Council England; fund-raising from various Trusts and Foundations; and Charitable and Business Sponsorship, enables us to leverage considerably more from earned income generated through ticket and other sales.
£507k
We worked with over
88
Was paid in Tax and NI
+ £123k
= £631k
Was paid in net VAT payments
artists from the UK’s talent pool in the creative industries
91
shows were presented on our stages
directly paid to Government
146,600 people experienced a live performance at the Belgrade Theatre
£2.4m
£1,064k
£8.7m
equivalent value of press coverage
Coventry City Council grant leveraging £935k Arts Council grant & £160k Project grants &
We attracted over
£81,162
£5m turnover
in philanthropic support
4 apprenticeship posts making 12 since 2009 &
2923
work placement hours
We earn
56%
of our income, up from 30% 5 years ago
Economic Impact
£3.80 GENERATED FOR EVERY £1 OF COVENTRY CITY COUNCIL FUNDING
Our average ticket price of £14.91 meant our tickets were affordable & accessible
9,964 £4.6m worth of local economic impact
Children and young people participated in workshops, and
54,487
people attended performances for families and young people
Cultural & Social Impact
BROADENING CULTURAL ENGAGEMENT & SOCIAL COHESION
Printed on FSC paper
Spent on gross payroll, creating full or part time employment for over 200 people