CultureShift 2- Programme Overview

The CultureShift 2 conference brings together performing arts professionals to discuss the best ways of engaging audiences and communities. With contributions of over 15 houses from 10 European countries, CultureShift 2 provides new insights, inspirations and connections.

30 March – Bringing New Audiences into the Theatre

12:45             Welcome

13:00             Keynote by Helen Featherstone (Arts Council of England)

13:45             Theatre as a Public Service? Enriching our Cities and Communities

                              * Strategic partnerships across a city (Sheffield Culture Consortium)

                              * Building a local brand and civic identity (Volksbühne Berlin)

                              * Handing over the house: theatre as a save space for refugees (Hellerau Dresden)

15:15              Pricing that’s Enticing

                              * Theatre Unlimited – subscription ‘Netflix style’ (Uppsala Theatre)

                              * Creating Demand through smart ticketing (Sheffield Theatre

                              * Price and demand – a European perspective (Berlin University)

16:45             Inclusive Programming – Reflecting Diversity on and off stage

                              * The Young – Theatre in Education (Aarhus Theatre)

                              * The Old – Company of Elders (Sadler’s Wells)

                              * The Marginalised – Working with Sinti and Roma (Archa Theatre)

                              * The Disabled – Programming with and for special needs (Sheffield Theatre)

31 March – Bringing Theatre to New Audiences

09:30            Keynote by Emma Dunton, Producer of the 14*/18 Festival

10:00             New Virtual Markets = New Income? Challenges and Opportunities of Streaming

11:30              Opportunities and Challenges of Digital Engagement

12:40             Conclusion and Launch of the Engaging Stages Network


Practical Information

The conference is organised and hosted by Sheffield Theatres and will take place at the Crucible Theatre. Sheffield Theatres is located in Sheffield’s city centre, on the corner of Norfolk Street and Arundel Gate.

Getting There

Plane: We advise international participants to fly via Manchester Airport and take the direct train to Sheffield. Other options are: Robin Hood Airport near Doncaster is around 30 minutes away by car. Manchester, Leeds/Bradford and East Midlands airports are all about an hour’s travel time from Sheffield. Manchester airport is served by many domestic and international carriers and has a direct rail link to Sheffield both day and night. Both London airports (Heathrow and Gatwick) are reasonably accessible by rail with just one change of train. We recommend you to allow at least four hours travel time between either of these airports and Sheffield. (Doncaster/Sheffield Robin Hood airport • Manchester airport • Leeds/Bradford airport • East Midlands airport • London Gatwick airport • London Heathrow airport)

Train: The Crucible is only a 5-10 minutes walk from the train station and the transport interchange nearby. Leave the train station, cross the road and walk straight up Howard Street, by Sheffield Hallam University. Cross over Arundel Gate at the pedestrian crossing and Millennium Galleries is in front of you. Walk up the obvious ramp to the right of the gallery entrance and continue along Surrey Street until Tudor Square and the theatres appear on your right.

Other: Not sure how to best get there? Try Rome2Rio to figure out the best route between your starting place and Sheffield:


Our recommended hotels are:

Holiday Inn Express and Royal Victoria – The hotel offers a 10% discount on the best available rate for theatre attendees which can be booked by the reservation team. For more information please call 0114 252 6511 and quote Theatre Audience when you book.

Jurys Inn – Subject to availability, Jurys Inn offer a 10% discount. Use the promo code STHEATRE when booking online.

Leopold Hotel – Sheffield’s only four star boutique hotel and a member of Small Luxury Hotels of the World. Located in the City centre, just a 5-minute walk from the theatres, this stunning 19th Century building has been carefully restored to offer 90 individually styled luxurious bedrooms. To book, contact the reservations team on 08450 780067. Use promo code ‘SAVE5’ to save 5% when booking online.