Theatreland

The West End has the highest concentration of theatres of anywhere in the world. The theatre district, known as Theatreland, attracts around 12 million visitors each year and contributes around £1 billion to the UK economy.

The challenge:

To protect the future of these important cultural assets, we need to address a series of issues:

• ageing theatre buildings
• changing visitor expectations
• public realm improvements
• the impact of global events and the wider economic climate on visitor numbers

Looking ahead:

The council is working with partners, including the Society of London Theatre and the Heart of London Business Alliance, on a draft Theatreland Action Plan to safeguard and promote the area into the 21st century.

This aims to:

• Strengthen the identity and brand of London's theatre district.
• Put the sparkle back in to Theatreland.
• Achieve physical improvements in lighting and the streetscape.

The Theatreland Strategy was adopted in March 2008.

Since the adoption of the Strategy, the Theatreland Lighting and Signage guide has been prepared to encourage more exciting yet architecturally respectful lighting and signage installations on theatre facades.