Business News
Theatre undergoes transformation to offer interactive art experience
By John Lamb
Birmingham Hippodrome is among many businesses who have led the way by transforming themselves in the face of the Covid-19 crisis. Instead of producing live performances, like
the ‘Goldilocks and the Three Bears’ pantomime, the theatre is hosting the UK premiere of Van Gogh Alive to keep the business operating while complying with restrictions imposed by the pandemic. Steve Allen, president of Greater Birmingham Chambers of Commerce, said: “This is a classic example of how businesses can diversify in the face of the Covid-19 pandemic. The Hippodrome has transformed itself into an art gallery to showcase the UK premiere of the Van Gogh Live experience. “While the theatre is obviously devastated not
to be able to stage their magnificent pantomime or any other live productions this year, the exhibition is providing an enthralling walk-though experience that at the same time will raise vital funds for the theatre at this difficult time.” Van Gogh Alive showcases the old master
painter’s works as a “multi-sensory arts and entertainment experience” and has already been viewed by more than six million people across 50 cities worldwide.
New experience: The Van Gogh Live exhibition transforms the way art is viewed. Pictured here enjoying the experience are (left to right): Fiona Allan, Steve Allen and Judith Greenburgh
At the Hippodrome, it occupies the auditorium
– and is the first time that the public has been allowed back into the theatre since the lockdown began. The exhibition uses ‘immersive gallery technology’, which will see more than 3,000 images projected in the exhibition space, accompanied by a classical score and a light show. The effect of this will give the visitor the sensation of walking right into Van Gogh’s paintings. Fiona Allan, the Hippodrome’s artistic director
and chief executive, said: “Having been closed to the public since March, and currently not in a financial position to operate socially-distanced live performances, we’ve had to think laterally how we can fulfil our charitable mission of enriching the cultural life of the region. “Van Gogh Alive caught our imagination, as it
allows us to serve a broad audience, is suitable for all ages, and is of very high quality. “We have partnered with Grande Exhibitions
Support: Steve Allen uses the latest technology to make a donation to the Hippodrome’s “Help The Show Go On” campaign
to present the UK premiere of Van Gogh Alive, and I think it quite a coup that it can be seen in Birmingham before touring the UK.
Judith Greenburgh, head of fundraising and
development, added: “We are looking forward to welcoming our corporate partners to Van Gogh Alive and are very grateful for the support from those businesses which have already booked tickets or visited the experience. “As long-standing members of the Greater Birmingham Chambers of Commerce we have been pleased to share a special ticket offer with fellow members, making the visit to Van Gogh Alive all the more affordable. “To coincide with our re-opening we have
introduced the most up-to-date tap and donate fundraising technology. We hope that as many visitors as possible will support our ‘Help The Show Go On’ fundraising campaign by using one of the newly-installed contactless donation points in the building.”
The experience runs until the end of January and can be booked at:
vangoghaliveuk.com
• Birmingham’s cultural sector secures funding – Page 17
Hospitality sector ‘thrown under the bus’
West Midlands leaders expressed anger at the Government’s handling of a new three-tier Covid- 19 system – as tighter restrictions were threatened in the region. Birmingham, Solihull, Sandwell,
Walsall, Wolverhampton and Coventry were among the areas categorised ‘high risk’ Tier 2. And now the region is facing the
possibility of the being placed under the highest Tier 3 restrictions Under Tier 2 measures, residents
were banned from mixing with other households in any indoor setting, including hospitality venues. While Chancellor Rishi Sunak
6 CHAMBERLINK November 2020
announced a package of support for businesses forced to close, no new support had been made available to firms in “high risk” category areas. Greater Birmingham Chambers of
Commerce joined West Midlands mayor Andy Street and Birmingham City Council leader Cllr Ian Ward in criticising the Government’s handling of restrictions. Chamber chief executive Paul
Faulkner said: “We are incredibly disappointed and frustrated at the Government’s handling of the current situation. Despite having invested vast sums of money in
Covid-secure measures, the region’s hospitality sector is being thrown under the bus with no substantial evidence of significant transmission in hospitality settings. “Despite days of leaking potential
measures to the press, the announcement came with little detail and no government guidance for businesses. “And despite weeks of warning of
the impact further restrictions on demand would have on the viability of the local hospitality sector, the government continues to refuse to take meaningful steps to support businesses in high alert areas.
“Across the UK there are
businesses struggling and - in the case of the major events sector and nightclubs - still forced to remain closed through no fault of their own. At this rate, the government will throw away all that was invested in saving jobs and businesses over the spring and summer through its utter refusal to adapt to the current stark reality. “We need the Government to
step up, fix the failing test & trace system, follow the evidence and deliver meaningful support to save businesses and jobs as we battle through the winter months.”
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