Driving Efficiency and Working Smarter in Arts Centres and Theatres - Exeter Northcott Theatre

Join an exclusive gathering of arts leaders at Exeter Northcott Theatre, for an afternoon of knowledge sharing and best practice

- sponsored by Yesplan.

Register now

An afternoon Seminar at Exeter Northcott Theatre

The challenges facing today’s arts centres are considerable. 

As venues are challenged by funding cuts and the draw of an ever widening variety of entertainment platforms to attract people’s discretionary spend, we look at how efficiency can help you to free up more time to be creative and drive additional revenue. During this free to attend session you’ll hear from expert speakers on these challenges and how arts organisations are working to address them with practical solutions. 

Places are strictly limited to 30 people so make sure you book early. 

What can you expect?

1.00 PM  Coffee and Networking 

1.30 PM  Welcome to Exeter Northcott Theatre and set the scene  

1.40 PM  The importance of Strategic Branding for Arts Organisations - Keynote Speaker Rob Macpherson 

2.10 PM  What can we learn from Airlines? - Speaker Andrew Thomas 

2.40 PM  Short break 

3.00 PM  Instinct vs Insight: Working towards a Data Driven Culture - Speaker Rachael Easton 

3.30 PM  Case Study: Making A Difference - Transforming the Northcott Theatre Business Model - Speaker Daniel Buckroyd

4.00 PM  Q&A 

4.30 PM  Drinks and Networking  


Meet our expert speakers!


Keynote speaker Rob Macpherson

Rob will discuss the importance of strategic branding for arts organisations.

Rob Macpherson spent over 15 years at Birmingham Hippodrome running brand, marketing, sales, PR and fundraising, with a 30-strong team helping it grow into one of the most successful unsubsidised and award-winning cultural institutions in the UK with a turnover of up to £30m. In 2018/19 nearly 600,000 enjoyed musicals, opera and ballet, contemporary dance, comedy and drama, and pantomime; with a further 250,000 engaging with free festivals and community programmes. 

He held previous roles at Warwick Arts Centre, the City of Birmingham Symphony Orchestra, and the London Philharmonic Orchestra following a music degree and one miserable year with PwC. 

In April 2019 Rob set up Impakt, as a new consultancy in association with Substrakt, a digital agency based in Birmingham. Impakt advises arts organisations, other charities and HE institutions on strategic brand development, corporate communications and creative thinking. 


- Twitter: @robmacpherson and @creatingimpakt


Rachael Easton     Director of Business Development for Tessitura Network 

Rachael Easton is Director of Business Development for Tessitura Network and long-time industry veteran! Her extensive background includes ticketing, revenue management / dynamic pricing, customer behaviour analysis, marketing and venue management. 

Rachael will share her own experiences of working towards a data driven culture in cultural organisations.




Andrew Thomas     Principal Ynys Consulting Ltd 

A lot of people often say Andrew does not have a proper job. He agrees with that, he says has about six of them. Therapist, lawyer, wrestling referee, nursery school teacher and wild west sheriff are just some of the ways he describes consulting and working with major sports and entertainment franchises around the world wrangling with technology and data to work smarter not harder. 

 His current client list includes Premier League football clubs, major festivals and some of the UK's most iconic arts venues. As well as leading Europe’s Ticketing Professionals organisation he sits as one of the International representatives on the board of INTIX


Daniel Buckroyd     Artistic & Executive Director, Exeter Northcott Theatre

Daniel joined the Northcott Theatre as Artistic Director & Chief Executive in August 2018, having previously been Artistic Director, Joint CEO and Education Director of various theatres in the UK. 

Whilst at the Mercury Theatre, Daniel oversaw a period of rapid artistic and business development, the development of significant new audiences and an increase in turnover, and the introduction of an innovative creative learning and talent development programme. 

Daniel’s version of Snow White and the Seven Dwarfs was nominated for five Great British Pantomime Awards 2018 and his recent touring production of Spamalot was a sell-out success at the Northcott. 











Btw... Have you already checked out the Aftermovie of our previous event at the MAC in Birmingham?           

Reserve your space now!