In this new era of hybrid and remote working, Jaleesa King, Events Coordinator, Shaftesbury Theatre, explains why she thinks unique venues might hold the key to creating engaging, memorable and productive event experiences.
In your opinion, do you think that people want different things from an event venue than they did pre-pandemic?
During the pandemic, the events and hospitality industry were dealt a devastating blow and the effects of that have been long lasting. As the industry continues to make its comeback, one could argue there have been some small positive outcomes. Everyone has re-evaluated how we connect with each other and what is most important when attending or promoting an event. I, like many people, was pretty fed up with Zoom by the end of the pandemic – but for hybrid meetings, virtual events and conferences, this and other platforms have remained a permanent, convenient tool for networking, virtual events and remote working.
As a result, when we do finally meet up in person for a meeting, work event or conference, we want it to be remarkable. Now that many businesses aren’t following a typical working pattern in the office and only meeting up with colleagues once a month or so, when that time comes, I find that clients are usually looking for a venue or experience that is unique or different to make it a proper adventure!
Everyone who hosts an event wants it to be memorable for their guests. A unique venue not only means you can add instant wow-factor, but it is the first indication of what your event will be like, meaning it can set the style or tone of what’s to come before anyone attends.
How can a unique venue add energy to a meeting? Can you give us any examples from your own experience?
A unique venue can transform an otherwise normal event and turn it into a whole new learning opportunity that leaves guests feeling inspired. For example, here at Shaftesbury Theatre, you are welcomed into a West End theatre with a resident production, and you can be fully immersed in the theatre and its history outside of the normal show times. It’s a stimulating environment to be in, which fuels your event, especially if it is a work event that requires brainstorming!
The other added benefit with a unique venue is the ability to add an activity to your event. For example, in a museum there may be some free time to explore the exhibits, or at a games and entertainment centre, you may want to incorporate a team building session. At Shaftesbury Theatre, we can offer a behind-the-scenes tour, or tickets to the show as an add-on to the day so our guests can leave feeling both educated on all the intricate detail that encompasses a West End Show and joyous after seeing a fantastic production!
How does the creativity and glamour of the theatre influence the event experience at Shaftesbury Theatre?
As the largest independent theatre in the West End, Shaftesbury Theatre is full of creative energy and artistic people. As I walk through the halls to my desk, I often hear the cast belting out a show tune in the staircase, glimpse a dance rehearsal in the kitchen or pass someone from wardrobe steaming an extravagant costume. As a guest, going to the theatre is a special occasion and is usually looked forward to for a long time, so welcoming guests to Shaftesbury Theatre is always exciting as they feel they’ve had a real behind-the-scenes look at what happens when the doors are usually closed.
During an event, guests have the chance to experience the grandeur of the auditorium with its beautiful Edwardian architecture or admire the history wall detailing the theatre’s life in the brand-new bar, The 1911. Guests can boost the experience by adding a tour to find out more about the intricacies of the show or view the production once their event is over. All these experiences are designed to highlight the beauty of the theatre and enhance the event experience.
Are there any event types which are particularly suited to a unique venue?
Ultimately, each event venue will be more suited or equipped to specific event types but if you’re willing to think outside the box, then I believe all things are possible. Within this industry you have to be flexible, creative and most of all willing to try anything. Conferences and meetings or anything that involves peer-to-peer collaboration are great for most venue types as you need minimal equipment, as long as you have a space to collaborate in!
Following the recent renovation of The 1911 bar, how does Shaftesbury Theatre plan to continue enhancing its unique hospitality and events offering throughout 2023?
We have lots in the pipeline for 2023! The new comedy musical, Mrs. Doubtfire, premieres in May and will bring a whole new offering to the theatre. We also have the renovation of two more event spaces, the Ray Cooney Room and the Melville Bar – both of which will provide even more choice to clients for their events. These spaces will be similar in style to The 1911, with gold-fronted bars and displays showcasing even more of Shaftesbury Theatre’s fascinating history.
What makes Shaftesbury Theatre unique for you?
Shaftesbury Theatre is unique for me in so many ways. There is a real old meets new feel to the theatre which starts with the architecture of the original building in contrast to the new fly tower extension. The basement houses The 1911 bar and the Taffner Suite, both brand new but seamlessly merging modern style with a historical feel. The auditorium is steeped in history and able to handle an audience of 1,300 every night. I love how the old and new are combined to create a truly unique space that can still bring so much joy to people every day.
