Sherman Theatre launch measures to aid audiences through cost-of-living crisis

Cardiff’s Sherman Theatre has introduced a host of measures to support audiences and the industry during the cost-of-living crisis, including ‘pay what you can’ previews and free workspace for creatives. 

To support freelancers, the theatre has started an initiative called ‘open house’, encouraging creatives to come and use free desk space and Wi-Fi in the theatre’s heated spaces, where they will also get a 10% discount at the bar.

Artistic director Joe Murphy said this was to try and help bring down the day-to-day costs of working from home and combat isolation among freelancers. 

Other measures the Sherman has introduced include ‘pay what you can’ previews, where audience members can pay anything from zero pounds upwards to see previews of all main shows and the option of breaking down the cost of ticket payments into multiple instalments.

Murphy said: "The Sherman really views itself as a civic resource for communities, and what we’re trying to do is pick up on that heritage and push that further with specific measures over this crisis." 

The venue has also introduced a ‘warm spaces’ initiative, which encourages members of the public to be in the building regardless of whether or not they are seeing a show. 

"We’re saying our building is heated anyway, so if you are at home, or unemployed, or from a refugee or asylum-seeking community and don’t want to turn the heating up, come into our building," Murphy told The Stage. 

"There will be people here and you can have conversations, free tea and coffee, and you can have somewhere safe and warm to be, so there’s really simple things like that that we’re doing across the organisation."

The Sherman Theatre has also extended its Sherman 5 scheme – which is funded by the Paul Hamlyn Foundation and provides £5 discounted tickets to shows – to launch ‘chatty Tuesdays’, where members of the Sherman 5 team will be available in the lobby every Tuesday to provide company to anyone wishing to visit the building. 

The theatre is also continuing its free creative schemes for elderly and young people. 

Murphy added: "It’s about acknowledging what a theatre can do in the crisis. We can’t solve the crisis but there are things we can do, and we feel that when times are difficult, being safe, being warm, accessing creativity and accessing self-expression alleviates both your physical well-being, because you’re safe and warm, but also your mental well-being to come and get some positivity and creativity flowing through you."