Kenneth More manager says business plan will bring success to Ilford theatre

Just 48,000 punters came through the door of the Kenneth More Theatre in Ilford last year, down from its 95,000 peak in 1979.

General manager Steven Day pointed the finger at former general manager, Robert Jackson, for some of the most recent problems.

He said: “A noticeable drop in sales for pantomime may be due to my predecessor doing away with many evening performances and arranging more matinee shows.

“By doing this we lost many regular group and family bookings.”

The theatre in Oakfield Road has had its council grant slashed from £192,000 to £142,000, and has yet to come to terms with its council landlord over a renewal to the now expired lease on its home.

Mr Day is working on a new business plan for the theatre, and has outlined ideas for generating cash which include school holiday workshops, changing its marketing strategies, and hiring out the venue to groups including Weight Watchers, mother and toddler groups, and book clubs.

He said: “When the shows are on it’s buzzing, but during the day there are areas we could be hiring out to community groups.

“We need to think outside of the box and we are doing that with our business plan.

John Lovell, the theatre’s chairman of governors, said: “I am bullish about the situation.

“Steven’s predecessor lasted just a year, and the atmosphere was not always the most comfortable in that time.

“But Steven has been involved with the theatre for 25 years and he understands the place and the characters involved with it.”

Mr Day added: “I am confident that when the plan is presented to the Council, that they will extend our lease.

“Then we can really start to put some of these ideas into practice.”

Mr Day's Annual Report on the KMT will be discussed at a meeting of the council's cabinet tonight (July 10).

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