When Natalie Rawel took up her role as Head of Marketing and Development at Harrogate Theatre in November 2021, the venue was still finding its feet after the pandemic. But what she discovered surprised her: Harrogate audiences were ready to come back.

"I was surprised how Harrogate was still very much attending," she recalls. "I don't think the pandemic had nearly as much impact on audiences here as it did in other areas. Harrogate was really ready to come back."

Fast forward to 2025, and the theatre is marking a significant milestone—its 125th birthday year. It's a moment of celebration, but also one that highlights the precarious position many regional theatres now find themselves in.

A Theatre at the Heart of the Town

Harrogate Theatre isn't just one venue—it's effectively three. The theatre itself, run by Harrogate Theatre Trust, houses a stunning 500-seat main auditorium and an intimate 60-seat studio theatre upstairs. But Rawel and her team also programme shows for the council-run Royal Hall (1,000 seats) and the Convention Centre (2,000 seats).

...the theatre is marking a significant milestone—its 125th birthday year. It's a moment of celebration...

"We are very lucky to programme all three because it means we can really pick where to put certain acts," Rawel explains. "Freddie Flintoff came at the weekend and he filled the Convention Centre. So it's a space where we can house the bigger names that want a bigger space to play to."

The variety is striking. The main theatre offers "a mix of absolutely everything", including the beloved annual pantomime. The Royal Hall leans towards music and comedy, while the Convention Centre hosts the biggest names. Meanwhile, the studio theatre brings "really niche, small-scale beautiful stories—a really intimate experience that you can't get on the main stage."

The Cost-of-Living Bites

If the pandemic tested audience confidence, it's the cost-of-living crisis that's now reshaping programming decisions. Rawel has noticed a marked shift in audience behaviour.

"Now, I feel the cost of living is starting to make people not take a risk," she says. "To the shows that say what they are on the tin, people are booking, and they are selling really well. Anything that is a bit more mysterious, particularly in our studio, people are more reluctant to part with the money."

It's changed what audiences want to see, too. "Audiences are looking for a fun night out. Musicals, comedy and music are really popular genres at the moment.”

The exception? Spectacle. "We had the Signalman here, a Charles Dickens spooky play, and that was different because it was a spectacle."

For a while, Harrogate—a more affluent town—seemed immune to the broader economic pressures. "We were waiting for years for the cost of living to catch up, and it never did," Rawel admits. But the caution is now evident, particularly for more experimental work. "People want the good times, the feel-good factor."

The Fundraising Challenge

The theatre's 125th birthday comes at a difficult moment. Having lost its Arts Council funding, Harrogate Theatre has launched an ambitious campaign to raise £125,000—no easy task.

Audiences are looking for a fun night out. Musicals, comedy and music are really popular genres at the moment.

"For every ticket we sell, we only really see 20% of that ticket," Rawel explains. "The 80% goes to the visiting company. That 20% covers staff and building costs—the costs of heating the building are astronomical."

The loss of Arts Council funding has fundamentally changed how the theatre operates. "We have to be more specific and mindful of the risks we take with our programming, because part of that funding was to support artistically innovative work."

It's a delicate balancing act: supporting local artists and theatre companies whilst keeping the charity afloat. "Not many people realise that most theatres are charities," Rawel notes. "It's a misconception because we haven't had to shout about how we are a charity and we really depend on donations."

Finding New Audiences

One of Rawel's biggest challenges is attracting younger audiences, particularly those in their twenties and early thirties. Children are fine as parents bring them. The 30-plus crowd will turn up for comedy or tribute acts. But that younger demographic remains elusive.

"It's not as simple as saying here's a show for people in their twenties, let's go and find them on social media and bring them in," she says. "It's harder than that. We have to bring them in and show them the space in other ways and let them think, 'I would like to come and see a show here.'"

The theatre is experimenting with alternative programming—a recent sound bath on stage sold out immediately. "The wellbeing stuff hits the market. We'll do more of those on a regular basis." Quiz nights and an under-30s scheme are on the horizon.But there's a cruel irony at play. "You have to programme the work that young people want to see, then if you programme that work and they're not coming, we're losing money, and we could have programmed something our traditional audience would have liked to see."

The Pantomime Tradition

If there's one constant at Harrogate Theatre, it's the pantomime. The tradition stretches back to 1900, when Dick Whittington was staged. This year it's Jack and the Beanstalk with new sets and costumes, running from 26th November until 18th January.

The wellbeing stuff hits the market. We'll do more of those on a regular basis. Quiz nights and an under-30s scheme are on the horizon.

"Right now, in Christmas week, the evening shows are packed out. We're 75% sold for opening weekend," Rawel says proudly. The pantomime audiences are "hyper local", whilst comedy shows draw equally from Harrogate and surrounding areas like Leeds and York.

A Hidden Gem

Despite its rich history and varied programming, the theatre building itself doesn't command attention like the nearby Royal Hall. "We're hidden as a building—the theatre doesn't stand out," Rawel acknowledges. The venue has recently started offering theatre tours to help people discover what she describes as "a catacomb—it's like the TARDIS. From the outside it looks small."

But the theatre's economic impact on Harrogate is significant. As the CEO noted in a recent talk, the estimated income from three sold-out shows brings massive benefits to local restaurants, bars, and hotels.

For now, Rawel remains optimistic despite the challenges. "We're doing a good job; audiences are good, although there's still room for improvement," she says.

As the theatre celebrates 125 years, it's clear that keeping the lights on requires more than just good programming—it requires the community's support in ways it never has before.

Jack and the Beanstalk is on at Harrogate Theatre until Sunday 18 January

Harrogate Theatre Jack and the Beanstalk – Magical Family Pantomime
Wed 26 Nov – Sun 18 Jan 2026
For more information, click here