A few weeks ago, we went behind the scenes at The Everyman for a chat with Francesca Goddard, Individual Giving & Corporate Partnership Manager. She has been associated with theatre, arts and creativity all her life and just loves promoting them to anyone who will listen.
Having worked in Marketing and PR for the theatre, her role now focuses on fundraising and sponsorship, including their “Sponsor a Seat” programme and her knowledge and enthusiasm about everything The Everyman does was self-evident.
It has been at the heart of Cheltenham’s cultural life since 1891. Designed by Frank Matcham, widely considered the UK’s greatest theatre designer, it cost £6,000 and took six months to complete! Having nearly closed in the late 1950’s, the town pulled together to keep it going, while in the 1980’s construction of the Regent Arcade gave it a further lease of life. The amazing interior was restored in 2011.
Originally a repertory theatre, like the National and RSC, it now combines its own productions with a wide variety of touring ones – from West End shows and Shakespeare to comedy and music gigs. There are also co-productions with other local venues, children’s theatre and of course, the ever-popular annual pantomime. Chief Executive, Mark Goucher, is a West End producer so the high quality of productions is no surprise. Attendance in 2024 was more than 220,000.
The theatre is now becoming known for its exceptional commitment to accessibility. This includes captioned, BSL interpreted (signed) and audio-described shows. For those with issues such as Autistic Spectrum Condition, sensory and communication disorder or learning disability and for pre-school children or suffering with dementia, there are special “relaxed” performances. Its new assisted listening technology, supported by Barnwood Trust, has been described as “life-changing.” This was awarded the Chamber Everyman Cup for sponsorship at our last AGM. The theatre has now won the prestigious C2S Community Award, two years in a row.
And it is their less well-known, but increasingly important social impact that now takes much of Francesca’s attention. “People think of us as a theatre, but we are also a charity. All our profits are reinvested into maintaining this historic building and delivering life-changing education and community work.”
The Youth Theatre has been running for 40 years and has about 7 different groups and there are annual summer programmes for children and teenagers. Other activities include:
- Schools Outreach: Pantomime workshops, education packs, and after-school drama clubs, with bursaries to support disadvantaged families.
- Community Partnerships: Work with Cheltenham Welcomes Refugees, local care homes, dementia choirs, and intergenerational projects linking schools with older residents.
- EveryVoice Choirs: Open to the community, helping reduce isolation and improve wellbeing.
The big news is that in 2026 it will open a dedicated Education and Community Centre on Grove Street, creating a permanent home for the theatre’s expanding outreach work, which will include uplifting projects for young people and under-served groups across Gloucestershire, such as creative health and wellbeing workshops and community choirs . A public fundraising appeal, fronted by Tweedy the Clown, launches this autumn.
We are fortunate to have a successful theatre in the heart of our town and while it draws arts grants and some generous sponsors, including several Chamber Members, funding is always a challenge. Like similar initiatives in the town, Cheltenham’s reputation as affluent, despite significant areas of deprivation and child poverty, can be a barrier. Raising awareness of the great work outside of the main spotlight is also a challenge.
Francesca is keen to talk to any business who would like to be involved with this amazing creative and multifaceted enterprise. Sponsorship is always welcome, of course – and good publicity for those involved – however, volunteering or in-kind assistance are hugely valued as well.
For more details on the theatre, its programme, its community work contact Francesca: Francesca.Goddard@everymantheatre.org.uk
Everyman Theatre Website>>
