Case Study - York Theatre Royal

“There has been a strong partnership between York Theatre Royal and Audiences Yorkshire for several years but over the last few years we have really taken our relationship to a much more strategic and crucial level for our organisation.

We have been able to access the tactical support services of Audiences Yorkshire but have also been able to access more strategic audience development projects such as Stage Exchange, Not for the Likes of You (NFTLOY), The Big Picture and the ADUK Benchmarking scheme.

There have been very tangible benefits from working with Audiences Yorkshire – our biggest ever audience last year; the regular support and training events our Marketing Team receive (helping us win the TMA Achievement in Marketing Award this year); our Customer Facing staff team being part of the Not For The Likes Of You (NFTLOY) training which ultimately contributed to us achieving the Investors In People standard.

On a personal level the leadership training, regular CEO briefings meetings and the chance to ‘pick up the phone’ and talk about your issues, knowing that there is an Audience Development expert at the other end of the phone, is a valuable service.

Knowing I can get clear, frank and concise answers – without the feeling that I am being sold another product or service!

Audiences Yorkshire have helped me (and therefore York Theatre Royal) in a variety of areas and I think the relationship is strong because there is a bit of ‘twoway traffic’ as I have also been able to support Audiences Yorkshire with project development, ideas and networks.”

Dan Bates Chief Executive York Theatre Royal