Case study: Play to the Crowd | Chair Recruitment

Play to the Crowd is a prominent arts and education charity based in Winchester, serving as a vital cultural force across Hampshire. The charity incorporates three interconnected brands: Theatre Royal Winchester, a 400-seat heritage theatre; Hat Fair, the UK’s longest continuously running outdoor arts festival; and Playmakers, a community engagement programme focused on youth theatre and creative learning.

The organisation’s purpose is to ‘Delight and Unite’ its communities through live performance. Each year, it engages more than 140,000 people and contributes over £1 million to the local economy.

Despite the challenges facing the sector, including the cost-of-living crisis and rising operating costs, the charity has achieved record-breaking ticket sales and is focused on strengthening its long-term resilience while deepening its impact within the community.

Context.

Play to the Crowd was at a pivotal moment following its successful navigation of the COVID-19 pandemic. Despite record-breaking ticket revenues for three consecutive years, the Winchester-based charity continued to face sector-wide pressures, including rising fixed costs and changes in public investment.

With the organisation launching its refreshed 2025-2030 business plan and long-standing Chair, Mark Byford, concluding his five-year term, securing the right successor was critical. The Board needed a Chair who could support the organisation’s next stage of growth, strengthen long-term sustainability and work closely with Chief Executive, Deryck Newland.

At a time of significant ambition for the charity and ongoing challenges across the arts sector, the appointment would play an important role in helping the organisation balance financial resilience with continued investment in artistic and community impact.

Brief.

The brief called for a Chair who could bring fresh thinking to Board discussions while providing constructive support and challenge to the Chief Executive.

Key priorities for the incoming Chair included maintaining strong governance, safeguarding the charity’s financial stability and acting as a visible advocate for the organisation and the wider arts sector. The successful candidate needed to balance commercial awareness with a genuine commitment to ensuring cultural experiences remained accessible to all, including marginalised groups and young people.

Outcome.

A comprehensive search was conducted to identify candidates who reflected the charity’s values of being inclusive, passionate and kind. Candidates were assessed against six core criteria:

1. Strategic leadership and vision: Experience in organisational renewal and long-term planning.
2. Governance, board leadership and CEO partnership: Strong knowledge of charity governance and the ability to support and challenge senior leaders.
3. Arts sector understanding and community impact: An appreciation of live performance and its role within communities.
4. Financial stewardship and organisational resilience: Experience overseeing complex finances and supporting sustainable growth.
5. Advocacy, networks and fundraising: The ability to build relationships, influence stakeholders and support fundraising activity.
6. Mission alignment and personal commitment: A commitment to the charity’s values and its mission to ‘Delight and Unite’.

Four candidates were shortlisted for final interview:

• An experienced charity Chair and former Managing Director of regional newspapers, bringing significant governance experience within the arts sector.
• A Winchester-based culture and leadership specialist and author who advises major international organisations, including Microsoft and Red Bull, on building high-performing teams.
• A commercial leader and arts executive serving as a Cultural Champion and Borough Councillor, with more than 25 years of board-level experience, including 12 years in the NHS as an Audit Chair overseeing budgets of up to £290 million.
• An educational reformer and social entrepreneur who has authored more than 100 works on creativity and education, with governance experience that includes chairing a Diocesan Board of Education, alongside a personal connection to the theatre.

The appointed candidate is an internationally recognised educational reformer and social entrepreneur with extensive expertise in creativity, leadership and governance. As a long-term Winchester resident, they bring a deep understanding of the local cultural landscape and a genuine connection to Play to the Crowd, having seen its impact firsthand as a parent and community member.

They have a strong track record of leading boards through periods of change and securing significant funding. Their experience as both a Chief Executive and a Chair positions them well to support the executive team, provide effective challenge at Board level, and help guide the charity through the next phase of its development.

Their combination of governance expertise, strategic leadership, fundraising experience and local connection made them exceptionally well placed to support delivery of the organisation’s new business plan and strengthen its long-term impact across Hampshire.