The Olympics: an opportunity and a challenge

The Olympics present both an opportunity and challenge because "nobody quite knows what's going to happen". However, plans are already in place and "Our strategy is around building the advance sales as much as we can, working with the Olympic sponsors and National Olympic committees".

In addition, SOLT is teaming up with Transport for London to ensure that hysteria over public transportation meltdown does not derail West End shows.

Playing at the positive side, we learn that "For the summer period itself, we are a huge part of the Cultural Olympiad, West End Live is the big anchor event of the first weekend".

After that, "it's about getting information about theatre to the people who are in London" and selling tickets. Therefore "we will be putting some temporary TKTS booths in some strategic places around London to attract visitors, in partnership with the Mayor of London and the Olympics".

Julian Bird is a great fan and promoter of the Olivier Awards, which this year will be held on April 15 at what he hopes will become their new permanent home, the Royal Opera House.

This project is currently in the second of a three-year grand plan to ensure that they become what he believes London deserves, "the best theatre awards." He sees this as achieving far more than just recognising performances over the previous year. "Most importantly it's there to market London theatre around the world". Adding to the fun this year will be a public event in Covent Garden Piazza with a live transmission and two hours of entertainment delivered by West End stars.

Having heard all of this, despite protestations about part commercial work and long hours, it is hard to believe that many theatre addicts will not believe that Julian Bird has found himself a dream job! Even better, his vision combined with both business and artistic acumen bodes well for a sparkling future for the theatre both in the West End and the regions.