Theatreland stratergy to put the sparkle back into the West End (02/07/2008)

The razzle-dazzle of London’s West End theatres is set to spill out into the streets with an array of twinkling lights and sparkly paving thanks to a new Theatreland Strategy.

Westminster City Council is this week unveiling £6million plans to jazz up the capital’s theatre district and give it a more distinct identity - befitting its role as the world leader in live entertainment.

As a first phase, distinctive coloured lighting columns will mark out theatres in the world famous Shaftesbury Avenue while the theatres themselves revamp their entrances to set them apart from other businesses in the area.

Cllr Alan Bradley, Lead Member for Theatreland, said: “The West End boasts the highest concentration of theatres in the world and they make a huge contribution to tourism and the economy. These plans will help put the sparkle back into the area and set it apart as a unique entertainment destination and an integral part of what makes the West End so special.

“Lighting is one of the most important ways we can create a sense of magic and occasion in this area and I think lights that change colour and intensity will succeed in bringing the charm and energy of the stage out on to the streets of Theatreland.”

Richard Pulford, Chief Executive of the Society of London Theatre, said: “We have been working closely with Westminster for some months in developing these plans, and are delighted with the outcome. West End theatre is a magical asset, which has for too long been let down by its surroundings. The new initiative will ensure that the backdrop to theatreland reflects that magic in a way that will lift the spirits of theatregoers and of the general public alike.”

Theatre producer and owner Sir Cameron Mackintosh said: “We welcome Westminster Council’s initiative to improve the surroundings of our West End theatres, highlighting “Theatreland”. These improvements will be of real benefit to our theatre goers and the surrounding businesses and recognise London as the theatre capital of the world.”

André Ptaszynski, Chief Executive of Andrew Lloyd Webber’s Really Useful Group Ltd, said: “This strategy addresses the overall atmosphere of this exciting area, defining the character and boundaries of Theatreland and creating a greater sense of occasion for our visitors.”

Lighting is a key aspect of the strategy and bespoke street lights have been designed for the area comprising of traditional Grey Wornum lanterns with strips of coloured LEDs running down the columns. These will be brighter and more intense in colour just before and after shows. Other additional “showtime” lighting will be used during the half-hour before and after each show to create a greater sense of event.

Further streetscape improvements including decluttering pavements, widening footpaths and repaving outside theatres with sparkly granite in alternating black and white should seal the area’s reputation as the undisputed heart of stage entertainment.

Major works began on the project in Shaftesbury Avenue in April to install the new lighting columns and carry out street improvements along with work by TfL, which is carrying out works to improve reliability and reduce bus journey times by creating a new transport corridor linking high profile parts of central London.

As part of the strategy, a new design guide is being prepared, which will be finalised shortly, setting out what theatres can do in terms of lighting and signage so theatres can use much more distinctive lighting to mark themselves out from other buildings.

ENDS

Notes to editors:

Of the 40 commercial theatres in London’s West End, 30 are in Westminster and the remainder are in Camden. Overall the theatres contribute £1.5billion a year to London’s economy and more than half of all overseas visitors cite the prospect of going to the theatre as one of the deciding factors in coming to London.

Westminster City Council launched the Theatreland Initiative in 2005 to strengthen the identity of the theatre district.

The Theatreland district incorporates Shaftesbury Avenue, St Martin’s Lane/St Martin’s Cross, Charing Cross Road, Covent Garden and the Strand in Westminster as well as Seven Dials in the London Borough of Camden.

The strategy is a partnership initiative led by the Theatreland Steering Group. The group comprises of Westminster City Council, the London Borough of Camden, the Society of London Theatre (SOLT), The Theatres Trust, English Heritage and theatre owners and producers.

Westminster City Council has so far committed £1.55million within its three year capital programme and further funding is being sought from stakeholders such as the London Borough of Camden and Transport for London.

The unique Grey Wornum lantern was first designed by celebrated architect George Grey Wornum for Parliament Square as part of major road improvements in 1951 and is used by no other local authority.

Future phases of development after Shaftesbury Avenue will be dependent on securing funding. Specific works for the strategy include:

The Shaftesbury Avenue Project – Westminster City Council and TfL are working to improve reliability and reduce bus journey times by creating a new transport corridor linking high profile parts of central London. The works include widening pavements, introducing raised pedestrian crossing points for easier and safer access and installing the bespoke lighting columns.

Cambridge Circus - Concept designs have been drawn up and it is anticipated new lighting and York stone paving will be installed.

Coventry Street - Footpath widening and decluttering have made it more attractive and accessible for theatregoers and other pedestrians.

St Martin’s Cross - Decluttering, footpath widening and improved pedestrian crossing facilities.

Coach bays – 23 new parking bays have been created across the Theatreland district to help visitors arrive closer to their theatre.

Street signs – To be more consistent and unified by expanding the Legible London strategy of pedestrian way-finding signs.