Theatre launches crowdfunder

ACTRESS Dame Judi Dench has described a theatre as a “jewel” as a crowdfunding campaign is launched to help safeguard its future.

The Mill at Sonning, which opened in 1982, is in need of a £125,000 cash injection to ensure it can fully operate during the busy winter season.

Owner Sally Hughes, who is also its managing director, said that the theatre’s takings had been down by more than half over the last few months and costs had doubled.

Stars of the stage and screen have rallied in support with Debbie McGee, Brian Blessed, Debbie Arnold as well as the cast of Casualty all coming forward to help.

Lady McAlpine, of Fawley Hill, has also pledged £25,000 to the theatre with the hope that other benefactors will follow suit.

The Mill at Sonning offers a unique audience experience with dinner service before its shows, which range from musicals to farces, often starring famous faces from TV and film.

Famous patrons include the theatre’s neighbours, American film star George Clooney and his wife, human rights lawyer Amal, who have also previously donated to the theatre.

Mrs Hughes’s parents, Tim and Eileen Richards, bought the circa-1800 derelict flour mill in 1978 with the idea of transforming it into a theatre.

It has about 100 people on its payroll but the business has been impacted by the rise in National Insurance contributions.

Maintenance costs for the building have also increased and its roof will soon need replacing.

“We are limping along,” Mrs Hughes said. “We've got lots of exciting plans for the restaurant, which has just been refurbished, and we want to bring in events to help support it.

“But the theatre side is very much in danger of not continuing and we don't want The Mill to become just another restaurant. It's such an important asset and it’s a passion project completely.

“We're aiming to raise £125,000 with the crowdfunder but, really, we'd like to raise £500,000.

“Since covid, materials to build a set have probably tripled and PAYE is massive. Any bill that comes in for the building seems to have gone from £2,000 to £4,000.”

Mrs Hughes said that during the summer months, which was the hottest on record, the theatre has struggled to pull in audiences.

She said: “Although we've got lovely air conditioning in the theatre, people don't necessarily think about that. The cost of living has also meant that sales are down.

“Throughout the year, we've done a lot of crazy special offers, like 50 per cent off, but actually they come back to bite you and you can't sustain that.

“We are not subsidised, which most theatres are. We've never had a subsidy, apart from during covid where we got the cultural recovery fund.”

The theatre underwent a major renovation this year, which cost £125,000, and also updated its restaurant, changing it from buffet to table service.

The original wooden wheel still works and is encased in glass in the theatre’s bar area, but the building is now powered by a hydro-electric syphon turbine, which first opened in 2005.

The millstream, which runs under the theatre, provides clean energy for the building and any additional power is sold to the grid.

Despite this Mrs Hughes said that there was still additional work to be done to the building, which she described as “iconic”.

She said: “The wheel is most important because it is the heart of the mill and people love coming into that bar and seeing the wheel.

“The millstream comes under the building and splits in half of it goes right and turns the wheel and then half of it comes under and is used to power the syphon turbine.

“You can imagine the amount of electricity that we burn in the theatre and that saves a huge amount of power. It's a great asset.”

Mrs Hughes said cuts would likely have to be made, including employing volunteers where possible and increasing the income from the restaurant and private events.

She has also been shifting the show programme in an attempt to attract younger audiences. Its latest production, The Shadow in the Mirror, she described as Woman in Black meets Stranger Things

Mrs Hughes said: “The traditional theatre-going age is around 50-plus. It's your ‘saga audience’, who are amazing supporters all the time. But, moving forwards, we need that younger audience.

“We only do five shows a year but they all run longer, which seems to work. I think we've created such a reputation within the business that we attract fantastic creatives and actors.”

Mrs Hughes who moved from artist director to managing director of the Mill in 2002 after her father died, said it would mean a great deal to her to meet the crowdfunding target.

“The theatre side is everything to me,” she said. “Everything I've got is in The Mill, financially and emotionally.”

She added: “Keep buying tickets. Think about sponsoring shows because it can be a really fun thing to do with great involvement in the productions and keep supporting us.”

Dame Judi, who is involved in a special video to launch the crowdfunding campaign, described The Mill as the “Jewel of British theatre”

She said: “For more than 40 years, it has given joy to audiences, work to actors and creatives and life to the local community.

“But unlike many theatres, The Mill has no subsidy, it survives only through its audiences. That’s why I’m asking you to join me in supporting this special appeal, to protect The Mill’s heritage, nurture new talent, and keep its magic alive for generations to come.”

Those who donate to the crowdfund can receive rewards for different pledges ranging from a Supporter Pin for a £20 donation, while £500 could get a Judi Dench print signed by Dame Judi and Clive Francis or a dinner and theatre date with Mrs Hughes plus an optional backstage tour.

There is also a prize draw to win two tickets to see Dame Judi in conversation with Simon Williams.

A donation of £750 will secure two seats at The Mill gala party in June next year and for £2,500 donation you can become a Legacy Donor with a sponsor credit on a new “Guardian of the Mill” foyer mural. Naming rights to the venue’s restaurant are available for a single £50,000 donation.

For more information, visit: www.crowdfunder.co.uk/p/qr/jyVdxzjW