Audiences and supporters have raised £100,000 for Malvern Theatres’ COVID-19 appeal—and the venue is looking to raise a similar amount before Christmas to ensure its viability.
When the theatre closed in March, its income disappeared overnight and it said its long-term future was in jeopardy without significant financial support. Only one per cent of its running costs is publicly funded and it relies on ticket sales to keep operating.
Malvern Theatres chief executive Nic Lloyd said, “this amount has exceeded all our expectations and we extend our heartfelt thanks to everyone who’s contributed so far.
“Your generosity has bought us valuable time and will ensure that we reach the autumn before losing our reserves. With no end to the crisis in sight for theatres, however, we can’t relax our efforts and our next target is to secure the theatre through to the new year.
“We aim to raise a further £100,000 between now and Christmas. Every step that we take now will make a huge difference to our reserves, offering a lifeline to our future sustainability.”