Why Do We Do What We Do?
July 30, 2018 | Lee Wilkinson, Artistic Director
When we think of the places that we go to eat or buy our computers from or get our car fixed, why do we go back to the same place over and over again? Sometimes its just a matter of habit, but sometimes it's important to us and means more than just convenience.
There's a coffee shop that I go to whenever I can, it's called 'The Hitchin and Hertford Coffee Lab' kind of gives you the feeling that something is brewing. But it's more than a catchy name, it's a brand that I and many others are loyal to. I will go out of my way to tell people about it. Seb who is the Manager in the Hertford store goes out of his way to come and shake my hand when I go into the Lab and he is quick to share his enthusiasm for the open mic night he has planned. It's great coffee and I feel welcome, as does everyone else who steps foot in the door.
There's another place in Stevenage that I know which is the same, it's a restaurant called 'El Bar De Tapas.' Recently when I was at the Business technology Centre looking at ways to promote Signature Theatre, that was the first name which came up and the associate at the Business Technology Centre raved about it, as do I. The food is authentic and the staff are friendly, the atmosphere is such that one could easily believe you were in Spain. And this is all because of the effort of the owner and his staff to go that extra little bit to get it right.
So how do I take the kernal of an idea called 'Signature Theatre UK' and create a place where the same loyalty and passion is fostered? I'm in this for the long haul, to make a difference, to entertain and to educate. I want to be a part of solution and not the problem. I want to inspire the next genneration coming up to put down their phones for two hours and loose themselves in magic of live theatre.
I hope I can live up to my own expectations.