The Roses Theatre's director, Jessica Brewster, has shared how its annual pantomime is vital to the Tewkesbury theatre's future.
While anyone who has been in the audience at one of The Roses' famous pantomimes will fondly think of them as a festive family highlight, they play a 'crucial role' in its financial stability, too.
Ticket sales for the panto — which is Cinderella this year — amount to around 20 per cent of the theatre's overall income and help provide financial sustainability over the quieter summer months.
The Roses also provides year-round cultural programming, which includes a swathe of community-focused events, groups and initiatives to tackle everything from loneliness to mental health issues, which it has been fundraising for via The Big Give initiative during this year's panto.
It is the only theatre in Gloucestershire that receives no funding from either Arts Council England or local government, which makes ticket sales and charitable donations even more important.
According to The Roses Theatre, over 70,000 people in Gloucestershire have a diagnosed mental health condition and 25 per cent of the county's young people say they have low mental wellbeing, but creative hubs like The Roses make a big difference, reducing strain on clinical services by providing alternative ways to boost wellbeing — with regular dancing having longer-lasting mood-boosting effects than medication and creative activities reducing the risk of dementia by 35 per cent in people over 65.
So far, it has raised £38,160.25 during The Big Give campaign this December 2024 and is aiming to hit its target of £50,000 by the end of the pantomime run in January 2025.
Jessica said: 'This year’s pantomime is a true labour of love from our incredible creative team. Cinderella is packed with joy, surprises and festive magic — the perfect way to celebrate the season. Have a ball with us at The Roses this Christmas!'
Cinderella is at The Roses Theatre until Saturday 4 January 2025 with tickets costing from £21.
Donations can be made via tap points and buckets in the venue, or online.
For more information, see Cinderella at The Roses Theatre.
