The Regional Independent Theatre Alliance

The Parliamentary Reception in Westminster, sponsored by Dame Caroline Dinenage MP, Chair of the Culture, Media and Sport Committee, brought together theatre leaders, parliamentarians and sector stakeholders to mark the formal launch of RITA: a new alliance of independent, not-for-profit regional theatres that are neither subsidised nor purely commercial. Describing themselves as the third way: mission-driven, financially self-reliant and growth engines, they are generating jobs, building skills and measurable economic impact without day-to-day public subsidy and with no banker of last resort.

At the reception, RITA used the platform to make three clear asks: formally recognise the independent not-for-profit model within policy and funding frameworks; establish a regular data-sharing relationship with government so the sector’s contribution can be properly counted and understood; and champion a national co-investment strategy for independent theatre.

The alliance also presented data showing the scale of that contribution. Across its five founding members, RITA represents more than 8,000 theatre seats, more than 2.6 million annual attendances, more than £83 million in gross income, and a projected five-year economic impact of £781 million evidence, the alliance argues, that independent regional theatres are already delivering growth, resilience and public value at scale.

That wider value extends well beyond the box office. RITA’s founding members generate £52 million a year in audience spending for local restaurants, pubs, taxis and hotels, contribute more than £27 million through local supply chains, and support more than £10 million of Arts Council England-funded touring work through their venues, underlining the alliance’s argument that independent regional theatres are not only cultural assets, but vital economic infrastructure in places across the country.

Dame Caroline Dinenage MP said: “This launch is about bringing an awareness of RITA’s Third Way model to Westminster and demonstrating how independent theatres are self-sustaining community pillars. RITA’s members are driving growth across the UK, creating jobs outside of London and powering cultural hotspots. I’m excited for the future of this alliance.”

Stephen Crocker, Chief Executive & Creative Director of Norwich Theatre, said:

“RITA has been formed to give independent, not-for-profit regional theatres a shared voice in national policy conversations and to challenge binary perceptions of the sector as ‘subsidised’ or ‘commercial’ by shining a spotlight on ‘the third way’. Norwich Theatre is proud to stand alongside fellow regional independent theatres and make the case for a model that is delivering extraordinary impact for audiences, communities and local economies without reliance on revenue subsidy. Through the launch of RITA and the impact data we are presenting, we are inviting government to recognise a part of the theatre ecology that is critical, but which goes unseen.

“At Norwich Theatre we generate income so that every year we can commit as much resource as possible to playing our fullest role in supporting a thriving local and regional cultural sector and continue to invest in enabling publicly-funded work to come to the East of England and enable a healthy national touring ecology. We are proud of our self-subsidy model and how that allows us to invest in this way but we need our unseen investment and impact to be recognised and matched with government capital co-investment is we are to sustain this into the future.”

Marianne Locatori, Chief Executive of Newcastle Theatre Royal said:

“Our theatres are rooted in the communities they serve. The work on our stages and the impact of our creative engagement programmes reflects the places and people around us, creating far-reaching social and economic value.

“At Newcastle Theatre Royal, we see every day how investment in the ‘third way’ supports jobs, skills, confidence, and pride of place, helping our city and region to thrive.

“Our theatres are more than performance venues; they are cultural hubs that bring people together and strengthen communities. While RITA is not asking for ongoing subsidy, we do need recognition, support and co-investment to future-proof our buildings, so they remain fit for purpose for generations to come.”

Deborah Shaw, Chief Executive of Marlowe Canterbury said:

“There’s a general assumption that outside of the West End, theatres need subsidy in order to exist. But RITA shows that in the right circumstances there is a viable model whereby the best elements of the commercial and subsidised sectors combine, and where commercial success is reinvested in supporting and creating great art and in making our cities and regions better places to live, work and study.

“RITA theatres provide access schemes to ensure everyone can enjoy world-class theatre on their doorstep. We are in the vanguard of providing vocational training and nurturing the next generation of theatre makers. And at a time of increasing polarisation in society, we are places of dialogue and empathy, where everyone can feel safe. We work with the health sector on wellbeing and the education sector on bringing creativity back into the classroom.

“The Marlowe is delighted to be part of this event, shining a light on the work we all do within our ‘third way’.”

Jon Gilchrist, Artistic Director and Chief Executive Officer of Birmingham Hippodrome said:

“All the venues in this partnership are more than just theatres: we are important civic infrastructure. We exist to curate diverse programmes of world class work on our stages and use our assets to support artists and provide for our communities. But our venues are large and complex annual costs of repairs are increasing. Without a medium- and long-term investment plan for capital renewal we risk reducing the variety in our programme, limiting artistic ambition and increasing the chance of closure periods.”

Our CEO at Leeds Heritage Theatres, Vicky Cheetham, said:

“Independent regional theatres play a hidden but vital infrastructure role within the national cultural ecology. We are not simply venues; we are the stages, technical platforms, skilled workforces and audience networks that enable subsidised productions to reach communities across the country. The success of much publicly funded touring work depends on theatres like ours being able to absorb risk, commit valuable stage time and provide the expertise needed to bring ambitious productions to life.

“The national cultural ecology depends on this partnership. While much of the focus is rightly on the work being created, it is important to recognise the theatres that provide the infrastructure that allows it to reach communities. If we value a thriving touring sector, we must also value and invest in the venues that make it possible.”

Norwich Theatre

Norwich Theatre is a leading arts organisation in the UK and the largest in the East of England. We are deeply committed to the importance of creative experiences of all kinds for people of all backgrounds and at all stages in their lives. We produce and present a year-round diverse programme of live performances and creative engagement activities across all artforms. More than 500,000 people a year visit our three venues, Theatre Royal, Playhouse and Stage Two in the heart of the city of Norwich. We work hard to be a place of inclusion and welcome for all those who spend time in our buildings, whether to work with us, watch a show, participate in our activities or relax in our restaurant and bars.

Our new six-year strategy Creative Intent, launched June 2026, defines an ambitious long‑term approach built around three strategic priorities: Bold Theatre that speaks loud and clear, Social Impact that touches lives and communities, and Creative Endeavour that sees growth and change. Together, these priorities outline how Norwich Theatre will unite artistic ambition with public value, strengthen its civic role, and ensure that by 2032 it is recognised not only for the quality of its creative work, but for the positive impact it delivers for people, places and the wider region.

Birmingham Hippodrome

Birmingham Hippodrome is one of the UK’s busiest and most vibrant arts venues. We are an independent charity, run by a board of voluntary trustees with no regular funding from public sources. We are on a mission to provide that “goosebumps” feeling through memorable and extraordinary experiences with a vision for a “distinctive, world-class Birmingham cultural scene with the Hippodrome at its heart”.

Our rich history spans over 125 years, and we welcome over 600,000 paid visitors a year. In 2023, we established our New Musical Theatre department, the first of its kind in the UK, dedicated to developing the artform from a base outside of London. Our New Work & Artist Development department focuses on creating a home for over 1,300 West Midlands artists, providing a new platform for networking and developing work within the region. We work with a range of partners on our hugely successful Festivals programme of off-site work, drawing in over 250,000 visitors a year.

Our Hippodrome Education Network delivers creative activities in 29 partner schools. Additionally, we engage with young people from across the region through other programmes of work, including curtain raiser performances, our Hippodrome youth theatres and Young Advocates scheme.

Leeds Heritage Theatres

Leeds Heritage Theatres operates three nationally significant cultural venues: Leeds Grand Theatre, one of the UK’s great Victorian theatres and home to Opera North and Northern Ballet; City Varieties Music Hall, the UK’s oldest, longest-running music hall; and Hyde Park Picture House, the world’s only remaining gas-lit cinema. Together, the venues welcome more than 450,000 visitors annually and play a vital role in the national cultural ecology.

We support the national touring circuit by presenting work from leading Arts Council England-funded organisations, and provide platforms for artists, communities and audiences to find authentic and meaningful connections.

We nurture local talent through our award-winning learning and engagement programmes, which supported by our multi art-form venues, facilitate a rich and diverse offer. Through performance, film, festivals, creative and technical skills training, we work with over 18,000 children and young people each year, providing fundamental support to our city’s creative future. In doing this, we are an anchor in a thriving cultural ecosystem that supports creativity, learning, wellbeing, economic growth and civic pride.

Marlowe Theatre

The Marlowe Theatre, Canterbury is one of the UK’s most successful large-scale regional theatres (UK Theatre of the Year in the Stage Awards 2022). Our mission is to be the engine house for the performing arts in Kent, shaping the spirit of our region.

We bring West End musicals, national companies, a symphony orchestra season and high-profile tours to Kent audiences, in a year-round programme of theatre, dance, opera, music and comedy in our 1,200-seat main house.

Our ground-breaking work with young people focuses on skills development and includes the creation and delivery of a UAL Level 3 Performing Arts course in partnership with East Kent Colleges Group; being the national home of Matthew Bourne’s New Adventures’ Cygnet School and the RSC’s Associate Theatre in the Southeast. Our Writers’ Room develops regional talent, strengthens the Marlowe’s role as the home of new writing in Kent and supports our producing ambitions, alongside our annual Writers’ Room Festival. We are also fast outgrowing our spaces and developing major capital projects as a result, including turning the 800-year-old Poor Priests’ Hospital within the city walls into a Creative Learning Centre and free heritage destination.

As the largest performing arts employer in our region, we are committed to developing the workforce of the future, providing apprenticeships and work experience opportunities for over 100 young people every year across all areas of theatre-making.

Newcastle Theatre Royal

Newcastle Theatre Royal creates moments of magic on and off stage, through an ambitious creative programme for audiences and communities across the North East. Our grade one listed, landmark theatre in the heart of Newcastle is a place where everyone is welcome and a space for all to enjoy. It gives audiences access to world-class theatre by producing, presenting and partnering with artists, companies and cultural organisations locally, nationally and internationally.

Our Creative Development programme is at the heart of all that we do, made up of three core strands – Creative Engagement, Creative Futures and Creative Growth. From young people to professional artists and across communities, our work focusses on developing and supporting new work to upscale, developing talent and supporting skills, wellbeing and community cohesion through innovative, diverse and inclusive projects.