Council urged to do more to promote Dunstable and Leighton Buzzard theatres
More could be done to promote theatres in Dunstable and Leighton Buzzard, with the latter labelled a potential “gold mine”, according to one of its supporters.
A motion was presented to Central Bedfordshire Council asking it to recognise the benefits from greater publicity of their activities and the enjoyment provided to residents.
It also called on CBC to work with ward councillors and community groups to improve promotional work.
Caroline Page, from Leighton Buzzard Drama Group, told the council meeting: “The library theatre could be a gold mine, if more people knew it’s there.
“It’s home to comedy nights, musical events, film screenings, children’s shows and the best local drama the area has to offer,” she said.
“These actions could help publicity:
- a theatre flyer in a welcome folder for new homeowners;
- ensure the venue is optimised on Google maps;
- use Facebook and Instagram location pinning to show ads to people within walking distance;
- and weather resistant posters at high traffic pedestrian points, such as supermarkets, parks and bus stops with a QR code linking directly to the booking site.
“This is our 70th anniversary as a drama group, and it would be heartbreaking for us to have to close simply because nobody knows we’re here.”
Dunstable resident Pauline Robey agreed, saying: “I’ve been to many films at the Grove Theatre where there’ve been ten people or fewer.
“People don’t know it’s on and they don’t see brochures because they’re mainly in the venue. There needs to be outreach to the groups in the community and there’s never an end point to networking within a thriving community facility.”
Independent Biggleswade West councillor Steve Watkins replied: “There’s no suggestion from us that we’re looking to close down these assets.
“There’s a great deal of value which goes on (there). I suggest I arrange a visit to see you in Dunstable and in Leighton Buzzard, with your ward councillors present, in the next couple of weeks.
“We can do plenty around messaging with our theatre operator, but much of this has got to come from the ground up through your local contacts and engaging with your community groups.”
Presenting the motion, Independent Dunstable West councillor Victoria Harvey explained: “I’ve been assured overall the leisure contract provides an income to the council.
“But in the short-term, it’s worrying there are these much-loved facilities and we’re not promoting them. It’s absolutely ridiculous when I know so much time and energy has gone into these places.
“Unless you’ve brought a ticket, you’re not on the database. When it was taken over by Everyone Active, the database wasn’t transferred and it had to be built up from scratch. There are only posters within the library. We could do so much more.
“We’ve heard so many low cost methods that could be used. Our theatre was hit last summer because the council threatened to prosecute Art groups for putting up banners.
“It’s a worrying step towards closing them in the future. There’s been discussion about handing them over to the town councils. But do they have expertise?”
Executive member for assets, business and housing councillor Watkins described it as “an excellent motion”, adding: “The theatres are managed by Everyone Active, which runs many such high quality venues across the country.
“There’s more to be done in advertising the library theatre. But for the Grove, it’s fairly positive. Everyone Active delivers £250,000 of marketing campaigns every year. Footfall and ticket sales are on the up.
“The pantomime was a great success, while the digital marketing reaches far beyond the area and is much cheaper than printed items. What we do is done very well.” The motion received unanimous support.