Grand partnership for theatre and cutlery firm
The first of a new kind of sponsorship deal, forged between Wolverhampton's Grand Theatre and Lichfield cutlery firm Arthur Price, is celebrating its first anniversary.
Rather than a simple name plate on a wall, the deal has seen the two working together to develop a package that works for both sides, raising the profile of Arthur Price among theatregoers and helping add to the glamour of a night out at the Grand.
Simon Price, chief executive at Arthur Price, said: "The usual sponsorship deal has a lifespan of a couple of years, but this is something we believe can be a long term relationship."
Mr Price is the fourth generation of his family to head the cutlery firm, which has supplied royal families, heads of state and restaurants and hotels throughout the world. He and the Grand’s CEO Adrian Jackson put together the partnership deal last summer, having enjoyed previous success with a similar venture at the Lichfield Garrick.
Arthur Price sponsors the 'Arthur’s of the Grand' Dress Circle bar, more commonly known as Arthur’s Bar, and has supplied more than 1,000 pieces of cutlery as well as specially-commissioned silver holloware pieces including champagne buckets, coasters and cocktail shakers, all engraved with 'Arthur’s of the Grand'. The premium cutlery company entered into the partnership when the Grand Theatre planned to re-open the Front of House and bars with a £1.2m refurbishment. The renovation saw a total transformation of hospitality areas to an Art-Deco style celebrating the ‘golden age’ of entertainment at the theatre, originally built and opened in 1894.
Adrian Jackson said: "In those days it was very elitist with the gentry in the Dress Circle. These days it is about making it accessible to all. But we still want to make it an event for people. We are even looking at running something later this year where the guests will be seated on stage in evening dress and the entertainment will be in the auditorium."
Since his arrival two years ago Mr Jackson has spearheaded a more commercial approach to running the theatre, as its financial support from the local council is withdrawn. That has seen it forge associations with a number of local companies such as Arthur Price, including Wolves, Britvic, Paycare and Carlsberg, sponsoring areas of the theatre. It is also hosting regular business events.
The Theatre created a premium marketing package for Arthur Price including client entertaining, on-site branding plus more bespoke activities including a successful bloggers and experiential event in Arthur’s Bar which attracted large amounts and targeted publicity for both companies.
Simon Price said: “Arthur Price is proud to be a sponsor at the Grand Theatre. The partnership has grown out of a mutual desire to help one another flourish. We wanted to target the Black Country as it’s not too far away from own HQ in Lichfield but also connect with potential customers in a different way. The Grand is a place for families and friends, a place to escape reality, a place to add some magic to everyday life. That makes our brand more engaging to potential customers as buying cutlery isn’t an everyday occurrence. We are now visible to a new audience at the Grand Theatre and attracting new customers.
“Also there is a natural synergy. Both companies have long histories in the Midlands and have enjoyed success for more than 114 years. We both have associations with some of the greatest names of the twentieth and twenty-first centuries. The Grand has welcomed Winston Churchill, Agatha Christie and Sir Ian McKellen to name just a few, while Arthur Price has supplied cutlery to RMS Titanic in 1912, created exclusive cutlery for Concorde in 1976 and was granted a Royal warrant a year later by appointment to Her Majesty the Queen.
“The Front of House and bar areas are now sleek, stylish and glamourous, while the Grade II listed auditorium has always been elegant and impressive. These are all qualities which resonate with Arthur Price.”
Adrian Jackson added: “We are delighted to work with Arthur Price and provide a platform in the theatre for such a well-respected luxury brand. Having previously worked with Arthur Price I knew we were going to have as company who knew what they wanted – innovative marketing solutions and a good old-fashioned working relationship where the end game was to help one another.
“The Grand Theatre welcomes hundreds of thousands of people every year so by becoming a sponsor, local businesses have the chance to showcase their brand to a captive and engaged audience. As public funding is being withdrawn, businesses also provide vital support to an iconic Wolverhampton institution and ensure that future generations can enjoy live entertainment and world-class shows.”
More than a quarter of a million people visit the Grand Theatre every year and a variety of sponsorship opportunities are available to tap into this potential market, depending on the company’s budget.
For more information about sponsorship at the Grand Theatre, contact Vicky Price vickyp@grandtheatre.co.uk / 01902 573320.
