Now the group is poised to make its first foray beyond
the Southeast, and open its first cinema in shopping development Trinity Leeds, and Myers is excited about the prospect. “It’s ideal for our first venture into the north of England. We believe the Everyman in Leeds will be a real asset to the area,” he says. He sees Trinity Leeds as providing the sort of environ-
ment that Everyman always seeks: “We look for interesting locations, for demographics and areas that fit our ethos.” “We want to be in quality environments surrounded by
and its unique appeal updated to become the foundation stone of what is now the Everyman Media Group, which Myers joined in 2009. Investors include members of River Island’s Lewis family. “The ethos we had was something that sat at the heart of
the community – it’s a social meeting place,” says Myers. “What we’ve seen is a significant shift towards our type of offering and we’ve significantly outperformed the market.” Everyman went through a transformational moment in
April 2008, when it acquired Screen Cinemas. The deal provided Everyman with well-known, high-profile venues including the Screen on Baker Street and Screen on the Green in London. Myers was brought in to maximise the potential of the acquisition: “The company was looking for someone to bring renewed focus to the growth side of the business. It was useful to have a fresh approach. “The first thing was to instil our culture and then initiate change,” he says. There was investment in, and revamps of, premises. Myers adds: “We created a portfolio in London that was a consistent offering and represented everything the brand was all about.”
other quality retailers and that people feel safe and secure in. It doesn’t need to be the high street.” The new type of location will not change what the business is all about. “Trinity will be very much a continuation of what we do, tailored to the needs of the community,” Myers maintains. “I think we’ll end up with a really quality product.” The Trinity Leeds cinema will be a 20,700 sq ft, purpose-
built premises with three to four screens. Alongside well- known fashion stores and close to cafes and restaurants that will encourage footfall and dwell-time, it will provide a key part of the retail and leisure mix that is increasingly a feature of successful developments. Everyman’s opening at Trinity Leeds will be a key moment for the business, extending its reach far beyond its traditional heartland. While Leeds and Hampstead may have many differences, the Everyman offer will remain consistent and Myers is confident of more venues to come in future. “We have a real energy and desire to grow the brand,” he says. As films such as The Iron Lady continue to create a buzz
Everyman chief executive Andrew Myers was brought in to maximise potential and bring a fresh approach to the business
about cinema, and with likely blockbusters such as The Hobbit expected to be released later this year, cinemas look well placed to continue to do well. And if quality of experience continues to be valued, as
is likely when consumers consider what they’re really getting in return for their cash, then Everyman should be one of the winners. l
spring 2012 23
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