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Exciting time to join the Chichester Festival Theatre team
SussexWorld
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28/11/2023
Luke Shires, new director of marketing & communications at Chichester Festival Theatre, comes into the role at an exciting time – the beginning of Justin Audibert’s time as CFT artistic director.
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00:00
Good afternoon, my name is Phil Hewitt, Group Arts Editor for Sussex Newspapers.
00:06
Fantastic this afternoon to meet for the first time the new Director of Marketing and Communications
00:10
at Chichester Festival Theatre, Luke Shires. Fantastic to meet you. Now what an exciting
00:15
time to come into this job. There's so much that's so obviously well established over
00:20
so many years about the Festival Theatre, but there is an element of change with Justin
00:24
coming in now. How do you see this role that you've come into?
00:29
Well I think with any kind of new role in a theatre or any organisation that's so well
00:33
established, the first thing to do is try and understand the organisation, its history
00:39
and have a respect really in Chichester's case for the audience who are so incredibly
00:43
loyal, the people that carry and are the through line through all of this. But at the same
00:47
time coming in at the beginning of Justin's tenure here means that there's a lot of buzz
00:53
and fizz and excitement around what might be happening and the creative thought process.
00:59
And from my point of view, my role as I see it is to be able to make sure I'm translating
01:05
that excitement through to the audience and also making sure that they know that they're
01:10
still absolutely a part of it. And presumably your starting point has to
01:15
be that there are so many more people who don't at the moment come to the theatre but
01:18
would love it if they did. Yeah, and I think trying to work out who
01:24
those people are and trying to work out the best way to make sure they understand that
01:28
this is a building and an organisation for everyone, that there are things on stage,
01:34
things off stage, which appeal to so, so many people, is very much front of mind as we kind
01:41
of piece together what the festival season looks like next year, what Justin's kind of
01:46
overarching vision feels like for the next few years. But he and I are really closely
01:51
aligned with Cathy there, 100% supportive of saying the people and the audiences are
01:58
what really make this venue special. So I'm trying to...
02:01
That loyalty you've touched on, is that unique, the extent to which this venue has loyalty,
02:06
do you think? Hugely, hugely unique.
02:08
Possessive audience you have, doesn't it? Possessive of the theatre.
02:12
I think proud, I would say, not necessarily possessive. I think that there's a real
02:17
pride that people have about the fact that Chichester has this amazing kind of civic
02:22
centre with such high cultural and creative ambition. And that sense of pride is really
02:28
contagious, I think, which hopefully goes some way in trying to get some more people
02:32
that are a bit... If people can be our advocates and our ambassadors and speak on our behalf
02:37
from the heart and passionately, then it means quite a lot.
02:40
Absolutely. And now the wider context, are we still in any way post-pandemic? Is that
02:45
still a hangover? Have we moved on? Have audiences changed?
02:48
I would love to say that, no, no, it's all back to normal. But I don't know if what we're
02:54
chasing is back to what it was before. I think part of the role now is to understand what
02:59
it could be. I think a lot has changed and people's behaviours have changed, not just
03:02
with theatre, but across the board. How has theatre going behaviour changed,
03:06
do you think? It's...
03:09
From a very kind of day-to-day point of view, there's a lot more... There's a high percentage
03:13
of people in the book a little bit closer to performance, not people in the book in
03:18
advance. But I would say that Chichester, again, because of that lovely, loyal audience,
03:23
does buck that kind of national trend ever so slightly in that there is that early support.
03:30
But I think that what we need to do is make sure that that support continues and grows,
03:34
because alongside the pandemic, there is a cost of living crisis that we do have to
03:40
be aware of. So making sure that...
03:41
Sense that there's always something, isn't there, really? It's always a challenge.
03:44
Absolutely. But in theatre, there is that kind of optimism of driving through difficult
03:51
times and historically, not with pandemics, but when you look at economic impact, that
03:57
theatre does often show itself to be one of the earliest green sheets. So, you know, we
04:04
put shows on every night. We have an element of optimism about what we do on a daily basis.
04:08
And it's going to get more and more interesting, isn't it? I can't wait to see what Justin's
04:12
first season is going to be like, you know, to what extent and how it's going to be different,
04:15
and all will be revealed early next year. But these are genuinely exciting times in
04:19
the theatre, aren't they? Yeah, really, really exciting. There's
04:22
such a lovely energy about the place through the workforce and with attendees. It's an
04:27
exciting time. Justin's energy is contagious. Brilliant. Well, really nice to meet you and
04:32
very best wishes and good luck for the role. Thank you.
04:34
Lovely to meet you. Thanks, Phil.
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