Wednesday 30 November 10:00AM

Revenue Generation Summit

After the challenges of the last couple of years during the pandemic, income generation and financial resilience is top of the agenda for all theatres, producers and production companies. Every department in every theatre organisation is being tasked with finding innovative solutions to maximise revenue.

Chaired by Dawn Farrow (Commercial Consultant), This new event builds on the success of our previous Box Office Conference and widens its brief to look at all areas of the theatre business. Our speakers will be discussing topics from programming to Food and Beverage, audience analysis to pricing strategies, and they’ll share their insights on what works and what doesn’t to inspire and provoke rigorous discussions on entrepreneurial approaches to revitalising theatre.


10:00 | Welcome 
Dawn Farrow (Commercial Consultant)

10:05 | Food, Beverage & Merchandising
Paul Berryman (Sales and Partnership Manager, PointOne) | Ben Davis (Bar Manager, The Bridge Theatre)

11:00 | Fundraising Fundamentals for Non Fundraisers
Samantha Bagwell (Global Fundraising Lead, Spektrix)

12:00 | Innovation in Marketing & Audiences: Vouchers and Gift Cards
Jamie Snelgrove (Business Development and Relationship Manager, Theatre Tokens) | Rebecca Molloy (Head of Ticketing and Audience Insight, Bristol Old Vic)

12:45 | Lunch

13:45 | The Price is Right: Maximising Ticket Revenue
Sean Kelly (Founder, Vatic) | Tony Followell (Managing Director UK & EU, TRG Arts) and David Brownlee (Chief Executive, Data Culture Change) | Leon Gray (Head of Ticketing & CRM, Edinburgh International Festival)

15:00 | Facilitated Discussion: Revenue Generation in a Cost-of-Living Crisis

Attendees will be brought together for a group discussion and workshop, with provoking conversation starters to really get into the current challenges, and more importantly, find solutions.

15:55 | Closing Comments

Speakers subject to availability


About the Chair

Dawn is a commercial consultant and global growth director specialising in unlocking revenue potential for clients across entertainment, culture and the arts.

As a leader, speaker, sales and marketing specialist Dawn has an enviable reputation planning, building and implementing high profile revenue focused work across ticketing, retail and broader customer experiences.

Dawn has won leadership and marketing awards, is often called upon to speak and share her knowledge and to write about her refreshing and unique sensibility of the sectors.

Dawn is known by many in the Industry as the founder of Boom ents (her first marketing agency business) as well as her career focused insta page Dogs and Coffee . She is also on the Board of Governors for Central School of Ballet.

To find out more visit