Consultancy challenge:
Curve Theatre in Leicester seeks to find business sponsorship for its productions that have
transferred to London’s West End.
Consultancy expertise:
Business to business marketing; strategic partnerships; cultural and creative industries, fund-raising
in the arts.
Summary:
Curve is a spectacular state of the art producing theatre based in the heart of Leicester’s vibrant Cultural Quarter. Curve productions have achieved wide spread critical acclaim and often have a later life through UK or international tours, or transfers to London’s West End. Curve (Leicester Theatre Trust) is a cultural charity (registration number 230708) that enables people of any age or background to access, participate in and learn from the arts, nurturing new and emerging talent, and creating world class theatrical experiences. In 2018, Curve’s turnover exceeded £10.6m, which was achieved through ticket sales, commercial activities, sponsorship and fundraising and grants from principal funders Arts Council England (ACE) and Leicester City Council (LCC). Every year, Curve forecasts a modest financial surplus which is reinvested back into the organisation. Curve’s 2018 £10.6m turnover was generated through 63% ticket sales, 24% from grants (ACE and LCC), 8% commercial activity, 3% sponsorship and fundraising, and 2% other
Curve’s Vision
To be recognised as a theatre of national and international significance.
Curve’s Mission
Curve is a leading producing theatre located in Leicester’s Cultural Quarter. We are dedicated to making and programming world class performances for everyone who lives, works and
learns in our unique city and beyond.
To be a “Producing Theatre” means that Curve makes the shows that it puts on its stages, including commissioning, casting, rehearsing, set and costume design, ticket sales and producing the finished product for a run of performances. Curve has developed a reputation for producing and touring a bold and diverse programme of musicals, plays, new work, dance and opera. Curve’s artistic aspiration is to grow its national and international reputation for creating, commissioning and touring brand new productions. In 2018, 1,000,000 people saw a Curve production either in Leicester or on national or international tour; 2018 productions included Grease (Dubai), Legally Blonde (South Korea), Sunset Boulevard (Curve and national and international tour), The Graduate
(Curve and national tour), Fantastic Mr Fox (Curve and national tour), An Officer and a Gentleman
(Curve and national tour), Memoirs of An Asian Football Casual (Curve and national tour).
“Switching from explosively strong singing to moments of tenderness and humour, Jones announces her quality in
“With One Look”, a song powered by lyrics by Don Black and Christopher Hampton (they also write the book) which let us into the mindset of a screen star from a silent age, plagued by doubt now that ‘talkies’ have taken over.”
“A tour de force in its exploration of the intersections between racism, violent masculinity and Britishness.”
“Nikolai Foster’s production puts the grit back in Grease”
Curve in London’s West End
The West End in London is a district widely regarded as iconic for theatre in the UK. In 2019, three Curve productions are transferring to London’s West End: On Your Feet in the Coliseum Theatre (27 June 2019 – 31 August 2019), The Secret Diary of Adrian Mole, the Musical in the Ambassadors Theatre (1 July 2019 – 12 October 2019) and White Christmas in the Dominion Theatre (16 November 2019 – 4 January 2020). The Secret Diary of Adrian Mole was an original Curve commission that first premiered in 2016, and took three years to get to the West End; On Your Feet was a transfer from Broadway New York, rehearsed with a new cast at Curve and transferred straight to the West End; and White Christmas was Curve’s smash hit 2018 Christmas production, which is gracing London for
Christmas 2019. The purpose of tours and West End transfers is to generate additional revenue for Curve through
exploitation of existing productions, and grow Curve’s reputation beyond the region. Sponsorship at Curve:
Sponsorship at Curve is concerned with generating income for the organisation’s financial reserves or to fund charitable initiatives from Curve’s business plan. A business can sponsor a show, receiving benefits linked to the show such as: “Switching from explosively strong singing to moments of tenderness and humour, Jones announces her quality in “With One Look”, a song powered by lyrics by Don Black and Christopher Hampton (they also write the book) which let us into the mindset of a screen star from a silent age, plagued by doubt now that ‘talkies’ have taken over.”
“A tour de force in its exploration of the intersections between racism, violent masculinity and Britishness.”
“Nikolai Foster’s production puts the grit back in Grease”
corporate advertising on production marketing campaigns (e.g. logo placement in Season Brochure, production, programmes, posters, flyers, digital communication, traditional press), access to Curve’s audiences (1,000,000 audience members 2018). exclusive experiences (rehearsal room access and VIP experiences for high-value
corporate clients or customer competitions).
Marketing
companies often have CSR objectives that contribute to societal goals of a philanthropic, activist, or charitable nature. A business may have a CSR objective to help the environment, improve local communities, provide opportunities for young people. Supporting a charity like Curve can help meet CSR goals, and align the company’s brand with Curve charitable initiatives. Corporate Social Responsibility (CSR) Staff engagement businesses may want to provide free theatre tickets as staff incentives. a rarer form of sponsorship; an example is a business wanting the cast of an Experiential musical to perform at their headquarters for staff or clients. To secure a Sponsor, the Business Development team at Curve must research businesses that may be interested in working with Curve and engage the business; engagement may be achieved through networking, an introduction by an existing client or a meeting request. The team then makes a pitch for a sponsorship deal, and manages the account if successful, with the goal of securing a renewal.
