Case Study

Roots at Leicester Haymarket Theatre

Added On: 29th February 2008

Summary:

What
Roots Phase 2

When
2002 - 2004 (initially a 3 month pilot, but extended)

Where
Leicester Haymarket Theatre

Approach
Building trust between a theatre and an Asian audience

Key features

• A full-time post created
• A wide ranging brief to work across and with all departments of the theatre
• A free hand to use imaginative and inventive ways to reach local communities
• Support from senior staff

Challenges

• Ensuring all staff had a clear understanding of the role
• Finding appropriate ways to engage with different departments in the Theatre

Impact

• Significant success in raising the profile of the theatre in minority ethnic communities
• A noted change in the profile of attenders, particularly for some shows

Funding
ACE funded programme

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