INTERVIEW


Redevelopment this summer will aim to turn TRCH into a truly all-day venue


Nottingham has got such an advantage, because it has got such wonderful provision.” The concept of the night-time economy is an easy one to


get your head around. It evokes striking images of fun- loving entertainment seekers of all ages and demographics enjoying a wide range of different forms of night life among glittering high streets and neon lights – if you’re a city dweller. It also seems much removed from its daytime equivalent.


Not better or worse, just different. The atmosphere in a city centre on a Friday at 10am compared to 10pm, for example, is vastly different. However Robert is adamant that for the night-time


economy as an industry to continue to grow and prosper, there needs to be a very clear link and relationship with the daytime economy. “The night-time economy is also about developing the


daytime economy. It’s about recognising the strengths of the night-time economy and striving to create that economy all day long,” explains Robert. “In the Theatre Royal and Royal Concert Hall, for


example, we have a multi-million pound asset sitting here and for 20 hours of the day it isn’t really doing anything from a public perspective. You have the auditorium and all those seats empty and we don’t want them to be empty. People want entertaining and have more and more leisure time during the day and we need to utilise that.” The UK recession of 2008-9 hit the pockets hard. With


less disposable income for spending on non-essential activities and pastimes naturally gave those associated with the night-time economy reasons to be nervous. Yet Robert was surprised by the resilience of theatre-


goers at a time that, he believes, saw the city and region come to the fore and build on its strengths and advantages. “I couldn’t believe that, even once the recession had


started, we were still selling over £12m worth of tickets. However, if you think about it, we’ve got over four million people within 45 minutes of us. You’ve got Birmingham, Derby, Leicester, Lincoln and southern Sheffield, all in our catchment; we’re right in the middle of England. “I obviously knew of the Theatre Royal before I came


here but I had never lived in the East Midlands or spent any time in Nottingham and I have to say that – apart perhaps from Cornwall – I have never experience a more welcoming environment and that was evident during the recession. “I think the audience too has a very strong sense of


place. They are proud off what they have got in their area and they have every reason to be proud.” While the night-time economy in Nottingham appears to


be going from strength to strength, there is no opportunity to rest on laurels.


28 business network June 2017 With people’s demands and expectations changing all


the time and with entertainment now being consumed in a myriad of different ways, it could be perceived that traditional forms of entertainment could be under threat. Huge technological advances in recent years strengthens


this case, however Robert believes that advances and evolutions, such as those in technology, should be embraced and used to enhance the customer experience. “I read an article recently about consumer behaviour and


it suggested there’s been a shift from people buying things to buying experiences and I think that’s true,” he suggests. “An experience is something you can share, say on social


media. You can share you and your friends having a great time down at the pub or at the theatre, whereas posting an image of you and a new handbag might not have the same effect. I think social media has been the most significant shift.” Robert also believes that the enduring nature of ‘thigh-


to-thigh’ entertainment ensures the staple and long- standing components of the UK’s night-time economy will continue to thrive long into the future. “I think these days people play it a little safer, they don’t


take as many risks and if you’re spending £30+ for a ticket I can completely understand that. That’s why, I think, musicals are so popular – people can sing the tunes and they know they’re going to have a good time. “I don’t think the core product has changed at all and I


don’t think it ever will. Nothing can replicate someone, on stage, talking and performing to an audience. It’s been going on since practically the dawn of civilisation. The power of having, for example, 2,000 people drawing energy off each other is incredible and that’s hard to replicate at home in front of the TV. The difference between one person in front of the TV laughing at a comedian and 2,000 people all laughing together is huge and the desire to consume that kind of experience won’t go away.” Robert’s example feeds in to the lure of the night-time


industry, an industry that remains pivotal to the UK from both an economic and cultural perspective. It’s an area of the UK’s psyche that is embedded and alive and well both in Nottingham and nationally. “The night-time economy has grown and continues to do


so. People want to make a night out of it. Get a babysitter, get dressed up, come into town, have a meal, see a show, possibly go somewhere afterwards; they want it to be a real occasion. Our job in the night-time economy is to provide them with enough things to do and make sure they have a good time. “In terms of Nottingham, it is a city on the up. It is an


inherently young city. It has a huge amount going for it and it has people working here that want the city to go places, which I believe it is doing.”


‘The night-time economy is also about developing the daytime economy. It’s about recognising the strengths of the night time economy and striving to create that economy all day long’


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