Sherman Theatre

What Sherman Theatre does

Sherman Theatre is a producing theatre based in Cardiff, Wales, founded in 1973 and operating as a registered charity (Charity No. 1118364, Company No. 06002090). It runs a 450-seat Main House and a flexible black-box Studio, alongside rehearsal rooms, meeting spaces, and an on-site Cafe Bar, and positions itself as the principal producing theatre in Wales developing Welsh and Wales-based talent. Programmes include Made at Sherman flagship productions (e.g., Odyssey '84, The Women of Llanrumney, Amnesia), family and Christmas shows, and an active co-production slate with Pleasance Theatre, Theatr Clwyd, Theatr Cymru, and Tilt.

The organisation also runs an extensive artist development and community engagement portfolio: Sherman Youth Theatre (ages 8-18), Sherman Sherbets (Reception-Year 3), Introduction to Playwriting (free for ages 15-18, Moondance Foundation-funded), Sherman Players (adult non-professional ensemble), Sherman 5 access membership (Paul Hamlyn Foundation-funded), and Wales's first Theatre of Sanctuary programme for refugees and asylum seekers. Educational outreach via the Creative Engagement Team engages 1,823 children and young people across South Wales annually, supported by Arts Council Wales's Go and See Fund.

The revenue model is hybrid and typical of UK regional producing theatres: a mix of ticket sales (with Pay What You Want pricing, under-25 concessions, school packages), two recurring membership subscription tiers (Sherman at £6/month or £72/year, Sherman+ at £20/month or £240/year), donations (Share Your Passion, JustGiving), venue hire (conferences, filming, visiting productions), education workshop fees, and cafe bar sales. Core funding comes from Arts Council Wales alongside grants from Paul Hamlyn Foundation, Moondance Foundation, individual donors, and trusts. Operations are run from Senghennydd Road, Cathays, Cardiff CF24 4YE, led by Chief Executive Julia Barry and Artistic Director Joe Murphy, with a headcount in the 11-50 band.

Name

Sherman Theatre

Legal name

Sherman Theatre (Sherman Cymru)

Website

https://shermantheatre.co.uk

Company type

Private

Founded year

1973

Operating status

Operating

Headcount range

11–50 employees

Short description

Sherman Theatre is a Cardiff-based producing theatre operating a 450-seat Main House and flexible Studio, presenting original Welsh and UK productions alongside education, community access, and artist development programmes.

Ownership category

akta.pro rank

Product category

Performing Arts / Live Theatre

NAICS

Theater Companies and Dinner Theaters (71111)

akta.pro primary industry

Classical & Contemporary Theatre (Plays/Drama) (MPAGABAH)

akta.pro secondary industries

Touring Theatre Productions (MPAGABAC), Children’s & Youth Theatre (MPAGABAE)

Keywords

• Live theatre productions
• Performing arts venue
• Youth theatre education
• Community engagement programmes
• Accessible performance services

Headquarters

HQ city

Cardiff

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D, Others

Revenue model

1. Ticket Sales: Revenue from sales of tickets to performances at the Main House and Studio, including Made at Sherman productions, touring productions, family shows, and Christmas productions. The theatre offers a flexible pricing approach with at least 40 tickets at the lowest price for each performance, Pay What You Want performances, and discounted tickets for under-25s, students, and concessions.
2. Theatre Memberships: Sherman Membership at £6/month or £72/year provides priority booking for Made at Sherman productions one day before general public sale, new member coffee afternoon with backstage tour, and regular behind-the-scenes e-newsletters. Sherman+ Membership at £20/month or £240/year offers priority booking two days ahead, annual Production Breakfast event, annual In Conversation event, acknowledgement on website Supporters page, and behind-the-scenes e-newsletters.
3. Share Your Passion Donations: Voluntary donation initiative launched in 2023 where ticket buyers can opt for a Share Your Passion ticket priced at a higher rate including a £10 donation. Funds support outreach and artist development work. The scheme enables over 2,000 people annually to access Made at Sherman productions via Pay What You Want pricing.
4. Venue and Space Hire: The theatre rents out its spaces including the Main House (up to 450 seats), Studio (black box), rehearsal rooms (two rooms), meeting rooms, and the foyer/conference spaces for events, conferences, performances, and filming. Catering is provided internally by the Cafe Bar team.
5. Education and Workshop Fees: Revenue from bespoke education workshops, behind-the-scenes tours, and Adopt an Actor programme for schools and colleges. School tickets to Made at Sherman productions are offered at half price (£8-£14.50 per pupil) with a combined performance and workshop package at £16 per pupil.
6. Bar and Catering (Cafe Bar): The Sherman Cafe Bar serves breakfast (9am-12pm), lunch (12pm-3pm), evening meals (from 3pm until 30 minutes before show start), and a wide selection of drinks. Catering is provided internally and available for events and conferences hosted at the venue.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

Sherman Theatre produces and presents live theatre performances in its Main House (up to 450 seats) and Studio (black box) in Cardiff, developing Welsh and Wales-based artists through original Made at Sherman productions and co-productions. It runs youth and community education programmes (Sherman Youth Theatre, Sherman Sherbets, Introduction to Playwriting, Sherman Makers and Players, Sherman 5, Theatre of Sanctuary), offers paid membership subscriptions with priority booking and exclusive events, rents its venues for hire, operates a Cafe Bar, and provides comprehensive free accessibility services (captioning, BSL, audio description, relaxed performances, Mobile Connect audio enhancement).

Product overview

Sherman Theatre is a theatre organization in Cardiff, Wales operating primarily as a live performance venue rather than a software product. The theatre operates two main performance spaces (Main House with 450 seats and a flexible Studio) plus rehearsal rooms, meeting spaces, and a cafe bar. The digital presence consists of a bilingual (English/Welsh) website for ticketing, information, and membership management. Key products and services include: Made at Sherman productions (main stage shows like Odyssey '84, Christmas productions); education programmes (Sherman Youth Theatre for ages 8-18, Sherman Sherbets for ages 5-7, Introduction to Playwriting for ages 15-18); community initiatives (Sherman 5 for first-time attendees, Theatre of Sanctuary for refugees/asylum seekers, Sherman Makers and Players for adults 18+); membership tiers (Sherman Membership and Sherman+ Membership); venue hire services; and comprehensive accessibility services including BSL interpretation, audio description, captioning, and Mobile Connect audio enhancement.

Differentiator

Problem solved

Functional benefit

Products and services

• Sherman Membership Recurring membership tier priced at £6 per month or £72 per year that grants priority booking one day/24 hours before general public sale for Made at Sherman productions, a new member coffee afternoon with backstage tour every three months, and regular behind-the-scenes e-newsletters. Open to individuals who want to support and engage with Sherman Theatre's work.
• Sherman+ Membership Premium membership tier priced at £20 per month or £240 per year that grants priority booking two days/48 hours before general public sale for Made at Sherman productions, an annual Production Breakfast event to meet the cast and creative team, an annual In Conversation event, acknowledgement on the website Supporters page, and behind-the-scenes e-newsletters. Designed for engaged arts patrons seeking deeper access.
• Sherman Youth Theatre Flagship youth theatre programme for young people aged 8 to 18, offering structured theatre training, performance opportunities, and progression into the Made at Sherman pipeline. Delivered by experienced Teaching Artists at the Sherman Theatre venue.
• Sherman Sherbets Weekly creative sessions for children from Reception Class to Year 3, introducing theatrical skills in age-appropriate ways. Designed as an early-entry point into Sherman Theatre's youth engagement pathway.
• Introduction to Playwriting Free programme for young people aged 15-18 to explore and develop creative writing skills, including weekly sessions, mentorship from professional writers, opportunities for work to be performed by professional actors, and video tutorials. Supported by the Moondance Foundation.
• Sherman Makers and Players Non-professional theatre group for adults aged 18+, providing opportunities to learn theatre-making through design, scriptwriting, and acting in a friendly, inclusive environment. Sherman Players sessions are held weekly on Thursdays during school terms at £60 per half term.
• Sherman 5 Community Membership Access-focused community membership programme supporting people to attend the theatre for the first time through subsidised tickets at £7.50 (£3.75 under-25s), workshops, and community activities. Targets refugees, asylum seekers, older people, D/deaf and visually impaired people, and families facing barriers to attending theatre. Funded by the Paul Hamlyn Foundation.
• Theatre of Sanctuary Programme Programme operating as Wales' first Theatre of Sanctuary, recognised by City of Sanctuary in November 2019, providing free tickets for Asylum Seekers and Refugees, volunteering opportunities, pre-show support, and creative engagement activities for refugee and asylum seeker communities in Cardiff.
• Education Workshops Bespoke workshops covering all areas of theatre-making, created in collaboration with schools and colleges aligned to curriculum needs. Led by experienced Teaching Artists and supporting the new Welsh curriculum's Expressive Arts pillar across History, Geography, Government and Politics, Drama, and English Literature.
• Adopt An Actor School engagement programme pairing school classes with professional actors performing in the Christmas Show. Students receive letters from their adopted actor during rehearsals and attend Q&A sessions after performances to deepen curriculum-linked engagement with live theatre.
• Behind The Scenes Tours Theatre tours providing insight into stage set construction, rehearsal processes, and creative engagement work. Available in person or digitally, with content tailored to curriculum requirements. Sold to schools, colleges, and the general public.
• Venue Hire Rental service for external productions, conferences, and events offering the Main House (up to 450 seats), Studio (black box flexible space), two rehearsal rooms, meeting rooms, and foyer/conference spaces. Includes technical support, costumes, props, and set construction services, with catering provided internally by the Cafe Bar team. Sherman Theatre has appeared as a filming location on CBBC's Almost Never.
• Accessible Performance Services Comprehensive free accessibility services including Captioning (on-screen script display), BSL Interpretation, Audio Description (live commentary via headsets), Relaxed Performances (with house lights on, open doors, and a Chill-Out Zone with blackout tent and sensory toys), ear defenders loan, and Sennheiser Mobile Connect audio enhancement via audience smartphones. All access services are provided at no additional cost beyond the standard ticket price. Includes Deaf Theatre Club with BSL-interpreted performances and audio-described performances with touch tours.
• Sherman Theatre Cafe Bar On-site cafe bar serving coffee, tea, Welsh products, light bites, hot meals, and a wide selection of drinks. Open Monday-Saturday from 9am until 30 minutes before show start; closed Sundays. Catering also available for events and conferences hosted at the venue.

Quantifiable outcome

• Over 2,000 people access Made at Sherman productions annually through Pay What You Want pricing via the Share Your Passion initiative
• +3 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration10 records

Feature2 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• Pleasance TheatrecoreStrategic or Co-development Partner · 8 May 2026Sherman Theatre partners with Pleasance Theatre for the Edinburgh National Partnerships programme, selecting a Welsh production annually to represent Wales at the Edinburgh Festival Fringe. For the fifth consecutive year in 2026, Sherman selected Amnesia by Kimberly Hart-Simpson (written and performed by the Coronation Street/Brtc actress) to represent Wales. Previous supported productions include Relay (2025), Polly & Esther (2024), CHOO CHOO! (2023), and An Audience With Milly-Liu (2022). The Pleasance provides funding for fringe costs, marketing support, rehearsal space, development support, and mentorship.
• City of SanctuarycoreStrategic or Co-development Partner · 1 November 2019Sherman Theatre became the first Theatre of Sanctuary in Wales in November 2019, as part of the City of Sanctuary network. The theatre supports the City of Sanctuary Charter, offering free tickets for Asylum Seekers and Refugees, volunteering opportunities, pre-show support, and creative engagement activities. The theatre is committed to raising awareness of the experiences of asylum seekers in Cardiff.
• Theatr ClwydminorStrategic or Co-development PartnerTheatr Clwyd co-directed Amnesia with Kate Wasserberg in collaboration with Sherman Theatre, as part of the Edinburgh National Partnership production.
• TiltminorStrategic or Co-development PartnerSherman Theatre and Tilt co-produced Balloon Girl, a production scheduled for 9-24 October 2026.
• Theatr CymruminorStrategic or Co-development PartnerSherman Theatre and Theatr Cymru co-produced The Frog Prince/Biwti a Brogs, a bilingual family Christmas production for children aged 3-6, performed in both Welsh and English in separate performances.
• Now In A Minute ProductionsminorStrategic or Co-development PartnerIn collaboration with Sean Rhys-James from Now In A Minute Productions and director Jac Ifan Moore, Sherman Theatre produced five short films from the Introduction to Playwriting programme: Cardiff Introduces Herself, Do You Miss Me?, Uncomposed, My Name is Addison, and Pretty Privilege.
• SpektrixcoreTechnology or IntegrationSpektrix supplies Sherman Theatre's box office system, managing customer accounts, purchase history, contact information, contact preferences, and marketing reports and lists. The Spektrix sign-up form is used for email list subscriptions on the theatre's website.
• Hynt (Access Scheme)minorOthersSherman Theatre participates in the Hynt national access scheme, which works with theatres and arts centres across Wales to improve accessibility information. Hynt provides an Access Card that entitles qualifying individuals to a free personal assistant ticket at participating venues.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Theatr Clwyd: Welsh producing theatre that co-directed Amnesia with Sherman Theatre for the Edinburgh National Partnership. Operates a similar model as a regional producing house with co-production partnerships and touring activity.
• Theatr Cymru: Welsh national touring theatre company and Sherman co-production partner (bilingual Christmas productions including The Frog Prince/Biwti a Brogs). Closely comparable as a Wales-based producing theatre serving Welsh-language and bilingual audiences.
• National Theatre Wales: Welsh national producing theatre creating original work in Welsh and English. Comparable to Sherman in mission focus on Welsh storytelling, though operating on a wider geographic and project-based model rather than a fixed venue.
• Lyric Hammersmith: London-based producing theatre with strong youth and community engagement programmes and a comparable producing-house model with co-productions and touring activity.
• Young Vic: London producing theatre renowned for transferring productions internationally and championing new writing, with comparable artistic ambitions and a similar producing-house operating structure.
• Pleasance Theatre: Edinburgh-based producing venue and Sherman's five-year Edinburgh National Partnership partner; comparable as a producing-and-hosting theatre with festival-circuit exposure and co-production activity.

Broad incumbents

• Birmingham Repertory Theatre: Larger UK producing theatre operating across multiple spaces with extensive community and education programmes. Comparable as a regional producing house with co-production and touring operations, but on a larger scale.
• Sheffield Theatres: UK regional producing theatre operating multiple performance spaces with co-productions, in-house productions, and community engagement. Comparable model, but operates at a larger scale across more stages.
• Royal Court Theatre: London producing theatre focused on new writing with extensive co-production, transfer, and community engagement activity. Comparable in producing philosophy, though materially larger in scale and reach.

Others

• Royal Welsh College of Music & Drama: Wales-based performing arts conservatoire adjacent to Sherman's talent-development pipeline (Youth Theatre, Introduction to Playwriting). Comparable as part of the Welsh arts ecosystem, though primarily educational rather than a producing house.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/ShermanTheatre

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Sherman Theatre