The future of Norwich Theatre is set to be a bold and transformative journey, as outlined by its chief executive and creative director, Stephen Crocker. With the launch of Creative Intent, the theatre's strategy for the next six years, Norwich Theatre aims to redefine its role and impact within the city and region.
A New Chapter for Cultural Impact
At the core of Creative Intent lies the belief that creative experiences should have a positive and far-reaching influence. This strategy goes beyond the excellence of performances, delving into the very essence of what art can achieve in people's lives. It's about building confidence, fostering connections, supporting well-being, and ensuring communities feel represented and heard.
Prioritizing Social Impact
The three key priorities of Creative Intent reflect a commitment to social impact. Firstly, the theatre aims to present and produce work that is ambitious, unique, and deeply connected to its local roots. This involves backing artists, commissioning new pieces, and co-creating with communities, thus doubling down on its identity as a presenting and producing organization.
Secondly, justice, inclusion, well-being, and sustainability are at the heart of every decision made. From access and participation to partnerships with health, education, and community organizations, Norwich Theatre is dedicated to listening, responding, and measuring its impact honestly.
Lastly, the theatre recognizes the need for a resilient, inclusive, and future-ready organization. By investing in people and skills, strengthening career pathways, and developing new partnerships, they aim to create an environment where creativity can thrive, ensuring long-term sustainability across artistic, social, environmental, and financial aspects.
A Shift in Perspective
While the values of Norwich Theatre remain rooted in bravery, creativity, honesty, impactfulness, inclusivity, and kindness, the way these values are acted upon is undergoing a significant transformation. Creative Intent's focus on artistic ambition and social responsibility will be evident in the theatre's upcoming seasons, partnerships, and community engagements.
Two seasons in 2027, centered around mental health and creative ageing, will be bold calls for social change. These seasons will not be peripheral; they will be central to the expression of the strategy, bringing together artistic work, participation, partnership, and public conversation. They will explore how creativity can support well-being, connection, dignity, voice, and belonging at various life stages.
A Commercial Venture with a Charitable Heart
The launch of Intrepid, a new commercial brand encapsulating the theatre's production services, technical capabilities, and venue development, is an exciting development. This brand allows Norwich Theatre to engage in commercial ventures without compromising its charitable purpose, thus enabling the theatre to trade, partner, and innovate commercially.
A Bold and Necessary Ambition
By 2032, Norwich Theatre aims to be known not just for the quality of its work but for its wide-reaching public value. This ambition is bold, but it is also a necessary evolution for cultural organizations today. The question is no longer just about what's on stage but about the difference it makes. Creative Intent is Norwich Theatre's answer, a strategy that fully embraces its role as a civic cultural institution, ready to make a meaningful impact on its community.
