The Stage

£6m West End revamp unveiled

Published Tuesday 7 February 2006 at 15:30 by Nuala Calvi

Details of the £6 million Broadway-style revamp of London’s Theatreland which will “put the sparkle back” into the West End were revealed this week.

Under the proposals made by Westminster City Council, coloured, sparkle and festoon lighting will be used along six key streets - Shaftesbury Avenue, Charing Cross Road, St Martin’s Lane, The Strand, Bow Street and Drury Lane - with more lights coming on at curtain-up, to create a sense of spectacle.

The plans which represent the most ambitious overhaul in the history of the area include a gateway feature and public artworks to indicate from a distance that people are entering Theatreland. Markers will be used on poles and in paving stones to guide pedestrians to venues in the area.

Consultants commissioned in 2005 by the authority to come up with a selection of ideas for the West End have also recommended a more universal look for show signs, upgraded lighting of theatres to show off architectural features, and widened pavements in crowded spots such as St Martin’s Lane to improve the theatregoing experience.

Westminster spokesman for street environment Alan Bradley explained: “We don’t think the theatres themselves stand out enough in the streetscape, but we hope with added features, a different sort of street lighting and street furniture we can change that.”

Council figures reveal that as long ago as 2002, West End theatre generated spending of £700 million, with a further £350 million on associated industries. More aggressive promotion of the area will boost turnover massively, say experts.

“One of the suggestions is to create points of interest on the street where people might want to gather, for example in the space in front of the Lyceum and that in front of the Palace on Cambridge Circus, which could be much more attractively laid out. We could have a cafe or displays to do with the show that’s on at the theatre - something that would mean people might want to linger and relax and spend time there,” explained Bradley.

The council hopes the cost of the revamp can be split three ways between itself, theatres and local businesses, and public bodies such as the London Development Agency.

Gordon Chard, Westminster director of planning and city development said: “It needs to be recognised that the theatre industry is hugely significant to the West End, to London and the UK economy, and we need government, the LDA and the theatre industry to jointly fund the improvements necessary. The work that needs to be done to bring Theatreland to the desired standard cannot be funded through Westminster council tax.”

Ambassador Theatre Group executive director Rosemary Squire said she thought the industry would be willing to contribute to a scheme strengthening the whole identity of the theatre district.

A steering group including the Society of London Theatre, the Theatres Trust, and the main theatre-owning companies in the West End - ATG, Delfont Mackintosh, Live Nation, Really Useful Theatres and Nimax - has now been set up to decide which of the proposals to take forward. Westminster aims to revamp two streets within a year and the rest within six years.

SOLT chief executive Richard Pulford added: “We are very enthusiastic about the proposals and about rebranding Theatreland as an area. This is the most pressing need in terms of our relationship with Westminster - we want to see it done yesterday.”