THE OLD STOKE REP

Enter The Eighties

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From 1980 onwards, the Rep capitalised on the idea of asking local companies to ‘sponsor’ a play. It was the responsibility of the Rep’s Vice Chairman (Administration) to approach companies and, while responses were mixed, the theatre was fortunate in obtaining sponsors for most of the productions thereafter. Some companies volunteered support whilst others repeated their generosity over consecutive seasons.

In the early part of the decade, potential sponsors were asked to contribute £400 to the production costs of a specific play – occasionally there was joint sponsorship costing £200 each. In return the sponsoring company was mentioned in the Rep playbills for that season. These were in plentiful supply throughout the season and widely distributed locally.  

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In addition, free advertising space was offered in the programme of the play to which they were linked. They were also invited to set up an advertising display within the theatre itself, which lasted throughout the run of the play. Several complimentary tickets were offered for the play (usually for the opening night) with an after show buffet prepared for any sponsors attending the performance.

This mutually beneficial arrangement provided the Rep with much needed income to help offset the cost of staging their shows. For the 1986/87 season revenue from sponsorship totalled £1391. At this time season expenditure was just under £20 000 which covered production costs, royalties, printing, heating and lighting, water rates, insurance, cleaning, licences, maintenance and repairs.

Other revenue was received through box office takings, season tickets, programmes advertisements, member subscriptions, donations and, from 1984, bar takings. In economic terms the opening of a theatre bar was a real asset. In the 1986/87 season, turnover was £9000 with around 28% being profit. That year £1000 was added to the Rep’s main account. Likewise, the Social Committee had its own treasurer and its funds remained separate from the Rep’s main account with a donation being provided at the Annual General Meeting. Donations from the 1986/87 season totalled £1690.

Throughout the years, the Rep was fortunate to receive ‘gifts in kind’. These ranged from additions to the lighting box to the cladding of the theatre. In 1987, four ‘nearly new’ lighting bars were donated by a local college who had no further use for the equipment.

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The condition under which the Stoke-on-Trent Repertory Theatre was accepted as a registered charity in 1973 was that it should exist to benefit the public by the advancement of education. Therefore, the choice of plays was very important – a company producing only varieties and reviews might not be eligible for charity registration under this particular condition. Certain financial benefits arise from having charity status. At the time, tax automatically deducted by banks from interest on deposit accounts could be reclaimed and used for the benefit of the society. Patrons were also asked to ‘covenant’ their donations so that the tax could be reclaimed from these too. The Rep was also entitled to a mandatory 50% minimum rate relief, but it was not eligibible for any Arts Council funding due to its amateur status. It did, however, receive donations from charitable trusts such as the Stoke-on-Trent Mayors Charity Fund and the Carnegie U.K. Trust.

The final season of the 1980s saw the Rep celebrating their 70th Anniversary. The Players had come a long way from their humble beginnings in the 1920s. The passing of time had seen many improvements to the old St. Jude Hall, but there was concern over the building's long term capabilities. By the beginning of the next decade the Players would share their dream of building a brand new theatre. One that would have proper parking spaces, storage and administration space. The cost of such an ambitious project would be phenomenal and, to many onlookers, an unachievable vision.

But before the wheels were set in motion for this particular venture there was another season of outstanding entertainment to produce.

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