The power of a united voice

The Mid Wales Entertainment Circuit is a consortium of the eight principal professionally managed theatres and arts centres in Mid Wales. ‘The Circuit’ currently comprises eight members – Aberystwyth Arts Centre, Theatr Brycheiniog (Brecon), Theatr Felinfach (Lampeter), Theatr Harlech, Theatr Hafren (Newtown), Theatr Mwldan (Cardigan), The Welfare (Ystradgynlais) and Wyeside Arts Centre (Builth Wells). I had no idea how important The Circuit was when I took up a new post at Theatr Brycheiniog five years ago. I recollect my director briefing me in my first week that it facilitates each venue’s efforts at fundraising, training, marketing and project co-ordination. Nevertheless, I still very nearly bunked off my first Marketing Sub Group meeting. After all, it was a 200-mile round trip and I had my first season brochure to produce!

I learnt that The Circuit was created in 1982 by the Development Board For Rural Wales, that it had its roots in that organisation’s social development remit and that early successes included the joint purchase of computerised box office/marketing systems and the establishment of Creu Cymru to develop and support quality touring in Wales.

Within a couple of months, I attended my first marketing training day and benefited from one of the most important aspects of its work. With a critical mass of staff numbers across the venues to make training viable, The Circuit is able to draw down funding and organises (sometimes even commissions) training sessions for directors, marketing/sales officers and technicians.

Twelve months later, I found myself jointly marketing a tour of Mid Wales by The London Mozart Players, a project conceived and co-ordinated by The Circuit to develop classical music programming in Mid Wales. This year, I am in a similar position – with the City of Birmingham Symphony Orchestra. That the CBSO is scheduled to appear in Harlech, Ystradgynlais and Builth Wells (albeit in more condensed ensembles because of stage size) is testament to the spirit of collaboration that pervades The Circuit’s operation.

One of The Circuit’s current, and most exciting, schemes is its Renewable Energy For Theatres and Arts Centres Programme to co-ordinate the installation of alternative energy generators at the venues. In a pilot project, The Circuit has recently secured £60,000 funding for Theatr Brycheiniog to fit photovoltaic cells to its roof. It is now planning similar developments so that a significant portion of its membership’s power needs may be met by solar, geothermal, woodchip or biomass energies within five years.

So how does The Circuit work in practice? The answer lies in ‘keeping it simple’. The directors of the member venues meet regularly to drive the work of The Circuit forward, undertaking a number of innovative new projects and activities each year as well as raising and distributing funding effectively and strategically. The Director’s Group also oversees the development of the Sub-Groups – for marketing officers and technicians – which also meet on a regular basis to share skills and information, organise tailored training programmes and initiate joint projects. The Circuit’s only employee is a part-time co-ordinator who attends every meeting and works closely and actively with members to achieve their goals.

I am convinced that a united voice for the theatres and arts centres in Mid Wales has contributed greatly to their individual success and had a considerable concomitant impact on the region’s economy and wellbeing. The Circuit is widely recognised as a model of good practice for co-operation in the arts and, with its ambitious plans for the future, The Circuit will undoubtedly continue to play a significant role in the arts scene of Mid Wales and beyond.