A musical theatre bar called the Room Where It Happens has launched in London, featuring singing waiters who serenade patrons with show tunes.
Its creators told The Stage that although the venture was a risk amid the disappearance of similar spaces such as the Theatre Cafe Diner and during a cost-of-living crisis, theatre fans had flocked to the venue since it opened its doors in December.
The brainchild of bosses behind London sing-along venues Overtures, Piano Works and the now-closed SingEasy, the Room Where it Happens has overtaken the once-quiet 5 Greek Street in Soho and officially launched on February 12.
Resting professional actors prepare and serve cocktails and food while performing for patrons at the new venue, which also stages a musical theatre singalong from 9pm, led by resident pianists.
Speaking to The Stage, general manager Maisie Sellwood said that social media marketing had proved "beyond valuable" in getting the venue off the ground during a precarious time for both the theatre sector and the hospitality industry.
"People are more reluctant to go out and spend their money," she said. "Everything is a risk. Our strategy was to open in December and then fine-tune, and then the Instagram marketing came organically."
Continues...
By the Room Where it Happens’ official launch, its Instagram followers had ballooned to 35,000, doubling in two weeks alone.
Sellwood, who was formerly at the helm of SingEasy, added: "With the closure of these spaces, I think people are so happy that there is somewhere they can gather."
Last year, the Theatre Cafe Diner closed its doors after only two years on the West End, with the owners blaming "necessary building works" that would have resulted in more than three months of closure. It followed the closure of its sister venue, the Theatre Cafe, a year earlier in 2023.
Sellwood also detailed how the venue aims to "look after" the voices of its performers, musical theatre actors who are seeking practise and income between jobs and auditions.
"They all have in-ear monitors," she told The Stage. "It’s really important that when the room is busy, you’re not losing your voice on a Saturday night when you have an audition on the Monday. I try to run the team with as much compassion and performer safety as possible, and offer a job people look forward to coming to."
Fellow creative team member and Overtures co-owner Lucy Penrose added: "With new, youth-focused musicals such as Six and Everybody’s Talking About Jamie, we’re seeing a younger demographic. They don’t have a lot of money, but they do have a lot of passion and commitment.
"With the state of the world at the moment, escapism, release, joy and a sense of community are the things that people are really yearning for, and I do believe this is a place that some people have found it."
Invest in The Stage today with a subscription starting at just £7.99