The Stage

LIPA set to expand its stage school franchise this year

Published Tuesday 5 January 2010 at 15:15 by Natalie Woolman

Liverpool Institute for Performing Arts is looking to expand its stage school franchise in 2010, with plans to award up to 15 more licences for its performing arts youth academy brand.

LIPA 4:19, the part-time performing arts academy run for young people aged four to 19, was founded in 2003 and a total of four franchises have been awarded in Merseyside, Halton (Cheshire), London and Leeds since 2008. Head of LIPA 4:19 Kerry Watkins said there were a number of parties interested in the new licences including groups in Cheshire and Birmingham. She added that LIPA has hired an external firm to help promote the business this year and it is keen to establish academies across the country. This would follow the expansion model already established by stage school franchises such as Stagecoach, Theatretrain and Razzamataz.

She said: “We want to develop nationwide. We want 15 this year and then again in future years. Or even double - as many as we can.”

Watkins said the most important part of any franchise application is the person making it and explained that she is looking for people with a passion for the performing arts who also have entrepreneurial skills.

An appropriate venue for the academy is also key and Watkins said urban locations were preferable because they would come with ready-made catchment areas.

With regard to competition from other stage schools, Watkins said she believes LIPA 4:19 has an edge because of its association with a higher education institution.

She said: “The key is, unlike other stage schools, LIPA is a performance arts institution, so it has a reputation at that level. Other schools don’t have that link. We also have a focused curriculum for each age group and each discipline.”

All franchisees will be trained at LIPA and masterclasses are held which both teachers and students from the schools can attend on the main LIPA campus in Liverpool. Will Young and Dawn French are among the performers who have given masterclasses in the past.

The LIPA 4:19 academies offer drama, singing and dancing lessons and a range of qualifications from nationally recognised exam boards in these areas.