Project information

One Hundred And One Businesses

Our exceptional & ambitious project will unite 101 businesses across Birmingham who collectively will give the gift of theatre to hundreds of disadvantaged children and families this Christmas, with complimentary trips to see ‘The Hundred And One Dalmatians’.

December 2017 - January 2018

Charity information: Birmingham Repertory Theatre Limited

Birmingham Repertory Theatre Limited logo
  • Need


    Birmingham is the most deprived authority in the West Midlands: 35% of children are eligible for free school meals (twice the national average). Such young people are rarely able to be inspired by cultural trips. Theatre prices are a common barrier, both for families on limited disposable income & schools with reduced budgets. Also West Midlands’ business investment in culture is far lower than other regions, even though declining city council support amplifies this need.


    Recognising that Christmas can be an especially complicated time for the underprivileged, we want to offer light relief by enabling children & families who never usually visit The REP to enjoy the magic & escapism of theatre, free of charge. We will target ticket distribution in areas of high level deprivation. By asking local businesses to subsidise this initiative, we will raise awareness of the significant difference their philanthropic participation can make, encouraging lasting engagement

  • Aims

    Aim 1

    To make our performances accessible to those who would otherwise be prohibited from attending.


    » We will secure support from local businesses to subsidise tickets for school groups and families who would be other wise unable to visit The REP.

    By producing a report documenting the allocation and take up of tickets by beneficiary group.

    Aim 2

    To provide disadvantaged young people and families with a positive experience at Christmas time.


    » Recipients will share the experience of live theatre and be able to spend time with their family and friends in a safe and relaxed environment.

    We will gather feedback from recipients and capture their magical experience with photographs, asking them to explain the impact of the activity on their family.

    Aim 3

    To provide a first ever experience of theatre and encourage further future engagement with the arts.


    » We will work with schools and community partners to identify recipients who have limited access to cultural provision in the city.
    » We will signpost recipients to other arts and cultural activity both at The REP and elsewhere.

    We will keep in touch with recipients and track their future engagement with The REP.

    Aim 4

    To galvanise and unite local businesses, highlighting the role of the sector in supporting the arts.


    » We will recruit a network of corporate supporters, forging mutually beneficial relationships.
    » We will enable businesses to demonstrate their support for the local community and garner a feeling of well being amongst their staff.
    » We will create and grow our pipeline of future corporate supporters, enabling The REP to plan effectively and attract further sponsorship.

    We will share a final list of business supporters and demonstrate the impact of their support via our press and communication channels.

  • Impact


    This project will introduce many children to the theatre for the first time. Research has shown that childhood arts experiences increase the chances of active adult engagement. So we aim to develop new long-term audiences who will be offered repeated engagement opportunities. Likewise we aim to use this project as a springboard for growing local business participation & potential sponsorship. Success will be illustrated in audience development statistics & increased business support.


    • We are unable to secure the support of 101 businesses
    We have mitigated this risk by offering varied donation levels, therefore making the project accessible to a range of businesses.

    • Ticket provision – ensuring sufficient tickets are available.
    We have mitigated this risk by reserving a large number of tickets for a variety of performances between the end of the challenge and the final performance in January, ensuring that all who receive tickets are able to utilise them.


    Following the project, we will collate a report for all businesses demonstrating the outcomes of the project and sharing the first hand experiences of the beneficiaries they have supported. We will continue to update supporters on the levels of long term engagement as a result of the project.

  • Budget

    Budget - Project Cost: £25,625

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      Amount Heading Description
      £20,425 Theatre Tickets A combination of family tickets & tickets for school groups.
      £2,715 Theatre Trip Experience Giving the beneficiaries of the project the Christmas Trip Experience: programmes and icecream
      £1,000 Subsidised Travel Helping schools & families get to theatre
      £1,485 Administration Allocated time for the Head of Fundraising, Marketing and Fundraising Officer & Head of Education
  • Background


    The project will take place at the renowned Birmingham Repertory Theatre (The REP), offering support to children & families drawn from local communities of high deprivation & low cultural engagement e.g. Erdington, Ladywood & Alum Rock. N.B. Birmingham has one of the highest child poverty rates in the country with an estimated 85,000 children living in poverty; 1 in 5 in workless households. The REP has a long-held reputation for providing high quality, award winning Christmas productions.


    Our project will benefit children & families from Birmingham who have little or no access to theatre and the arts. In a time when many children and young people spend an increasing amount of time online and watching television, we will offer the chance to watch a live theatrical performance. Due to the pressures many households face, it is increasingly uncommon for families to share quality time and new experiences together. Our project will enable that at a particularly important time of year.

  • Why Us?

    Why Us?

    The REP has one of the largest community engagement programmes of any theatre in the UK. Our Learning & Participation team undertake outreach work in a host of Birmingham schools in economically deprived areas. We also regularly work with the corporate sector and have previously secured generous support from businesses at Christmas. As Birmingham’s only producing theatre, our Christmas production is a truly magical experience, and an example of how stories can be brought to life on stage.

    Read more about the Charity running this project.


    Rachel Cranny – Head Of Fundraising

    Rachel will be ultimately responsible for recruiting and communicating with the 101 business supporters in order to make this project a success.

    Steve Ball – Associate Producer (Head Of Learning And Participation)

    With the support of his team, Steve will help to identify schools and families who will benefit the most from the tickets.

    Victoire Mullet – Fundraising And Marketing Assistant

    Victoire will be responsible for the administration of the Big Give and will help to promote the project to our supporters and audiences.

    Daniel Tyler – Head Of Education

    Daniel will help communicate with local schools to identify those in need of support. He will help to coordinate their visits to The REP.