What Midlands Arts Centre does

Midlands Arts Centre (MAC) is a registered charity (No. 528979) and company limited by guarantee (No. 718349) operating as a multi-disciplinary arts centre located in Cannon Hill Park, Birmingham, United Kingdom. Founded in 1962, MAC operates from a single integrated venue that combines a cinema, main theatre, multiple creative course studios (including ceramics/pottery facilities), and three food-and-beverage outlets (KILN restaurant, MAC Bar, KILN Express café), alongside an on-site MAC Shop. The centre serves the Birmingham community and wider West Midlands region through a diversified programming portfolio spanning live performances, comedy, theatre, films, visual arts exhibitions, creative courses and workshops, inclusive music-making programmes (MAC Makes Music), and dedicated SEND family events (Club SENsation!).

MAC generates revenue across eight distinct streams: ticket sales for events and cinema screenings, venue hire for corporate and private functions, food and beverage operations, creative courses (priced £38.95–£299.95), annual Supporters' Circle membership, charitable donations and fundraising campaigns (including 'Every Child', 'Green Futures', and 'Name a Seat'), on-site retail, and event catering. All profits from F&B, retail, and hospitality are reinvested into the charity. Distribution is primarily direct-to-consumer via the MAC website (macbirmingham.co.uk), on-site box office, phone booking, and physical venue access, supported by social media presence across Instagram, Facebook, TikTok, LinkedIn, and YouTube.

MAC's go-to-market centres on an event-driven model targeting diverse segments: general public and families, adult art learners (18+), the SEND community (young people aged 10+ and families), corporate and private event clients, culturally diverse communities (e.g., Birmingham Indian Film Festival, Spirit of Pakistan), and young musicians. The organisation has established strategic partnerships with Eversheds Sutherland, Film Hub Midlands, Birmingham Assay Office, DASH, Red Earth Collective CIC, Hospital Rooms, and Mountview, alongside grant relationships with Theatres Trust, Art Fund, and Gallery Climate Coalition. Core technology consists of standard consumer-facing digital infrastructure (website, e-commerce shop, email mailing list, CRM); no proprietary technology platforms or AI/ML capabilities are referenced.

Name

Midlands Arts Centre

Legal name

Midlands Arts Centre

Website

https://macbirmingham.co.uk

Company type

Private

Founded year

1962

Operating status

Operating

Headcount range

51–100 employees

Short description

Midlands Arts Centre is a Birmingham-based registered charity (est. 1962) operating an integrated arts venue offering cinema, theatre, live performances, creative courses, exhibitions, and food-and-beverage services, serving the West Midlands community across diverse segments including families, adult learners, SEND youth, and corporate event clients.

Ownership category

akta.pro rank

Product category

Arts and Cultural Centre

NAICS

Performing Arts, Spectator Sports, and Related Industries (711), Other Performing Arts Companies (711190), Arts, Entertainment, and Recreation (71)

SIC

Services-Amusement & Recreation Services (7900), Services-Motion Picture Theaters (7830), Retail-Eating & Drinking Places (5810)

akta.pro primary industry

Performing Arts Centers & Presenters (Programming/Booking) (MPAGABAM)

akta.pro secondary industries

Performing Arts & Cultural Event Venues (Theaters, Museums) (THAHAAAG), Nightclub & Small Live Venue Operations (Clubs, Bars with Stages) (MPAGALAF)

Keywords

• Arts centre venue
• Live performance programming
• Cinema screenings
• Creative arts courses
• Cultural venue hire

Headquarters

HQ city

Birmingham

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Ticket Sales: Revenue from ticket sales for live shows, gigs, comedy, theatre, films, screenings, and performances across multiple venues including the Main Theatre, Cinema, and outdoor spaces.
2. Venue Hire: Revenue from hiring out spaces for conferences, meetings, weddings, performances, cinema screenings, recording studio, music and dance events. The venue offers various spaces including performance/theatre spaces, function rooms, dance and music spaces, and wedding venues.
3. Food and Beverage: KILN restaurant offers relaxed dining with pizzas and house favourites; MAC Bar serves pre/post-show drinks; KILN Express provides hot/cold drinks and snacks. All profits are reinvested into the charity. Revenue from weekend breakfasts, lunches, pizzas, Sunday roasts, and drinks.
4. Creative Courses and Workshops: Revenue from creative arts courses including ceramics, painting, drawing, printmaking, sculpture, life drawing, watercolour, oil painting, textiles, jewellery, and more. Course prices range from £56.95 to £299.95 depending on duration and materials included.
5. Membership (Supporters' Circle): Annual membership programme with benefits including advance booking access (24 hours before public). Full payment required; automatic renewal available via continuous card authority.
6. Donations and Fundraising: Charitable donations including 'Every Child' campaign with 'Gift a Ticket' and 'Green Futures' initiatives, 'Name a Seat' programme, legacy gifts, regular giving (Love MAC Monthly), and corporate partnerships.
7. Retail (MAC Shop): On-site retail shop offering merchandise and gifts. Profits reinvested into the charity.
8. Hospitality and Catering Services: Event catering services for venue hire events. Food and drink consumed on premises supports the charity's mission.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

Midlands Arts Centre (MAC) operates a single-site multi-disciplinary arts venue in Cannon Hill Park, Birmingham, offering live performances (comedy, theatre, music), cinema screenings, visual arts exhibitions, and creative arts courses and workshops in disciplines including ceramics, painting, drawing, printmaking, sculpture, textiles, and jewellery. The venue additionally provides on-site food and beverage services (KILN restaurant, MAC Bar, KILN Express), a retail shop, venue hire for corporate events and weddings, and community programmes including MAC Makes Music (inclusive youth music) and Club SENsation! (SEND family events). All profits from commercial operations are reinvested into the registered charity's arts mission.

Product overview

Midlands Arts Centre (MAC) operates as a single-site arts centre offering a unified portfolio of cultural experiences. The core offering includes live performances (comedy, theatre, music), cinema screenings, and rotating visual arts exhibitions. Supporting this, MAC provides creative education through diverse courses and workshops in visual arts, ceramics, and crafts, plus food and beverage services (KILN restaurant, MAC Bar, KILN Express café). Additional services include venue hire for events and weddings, the inclusive MAC Makes Music programme for young people, and Club SENsation! events for SEND families. All commercial activities (food service, shop, venue hire, hospitality) generate profits reinvested into the charity's mission of making arts accessible.

Differentiator

Problem solved

Functional benefit

Brands

• KILN: On-site restaurant offering relaxed dining with house favourites and handmade pizzas, breakfast, lunch, Sunday roasts, and drinks.
• MAC Bar
• KILN Express

Products and services

• What's On / Live Events Programme A core programme of live shows, gigs, comedy, theatre, films, creative courses, and exhibitions available for public booking and attendance at the Birmingham venue. Includes touring and resident productions across multiple performance spaces.
• Cinema Screenings Regular cinema screenings featuring independent South Asian cinema (Birmingham Indian Film Festival), documentaries, shorts, restored classics, mainstream films, and accessible screenings for diverse audiences.
• Creative Courses and Workshops Structured creative arts courses covering ceramics, stained glass, textiles, jewellery, painting, drawing, printmaking, sculpture, life drawing, watercolour, oil painting, wellbeing, music, and writing. Taught by professional artist tutors with materials provided; priced from £56.95 to £299.95.
• KILN Restaurant On-site relaxed dining venue offering house favourites, handmade pizzas, weekend breakfasts, lunches, Sunday roasts, and drinks. All profits are reinvested into the charity to support arts and artists.
• MAC Bar Stylish bar located next to Cinema and Main Theatre, serving pre- or post-show drinks with evening pizza on Fridays and Saturdays.
• KILN Express Foyer café serving hot and cold drinks, snacks, and light bites for on-site or takeaway consumption; no booking required.
• Venue Hire Rental of MAC spaces including conferences and meetings, performances and theatre, cinema screenings, weddings, recording studio facilities, and dance and music spaces for corporate and private events.
• MAC Makes Music Inclusive music-making programme for young people including schools provision, youth justice settings, National Open Youth Orchestra, SWITCH inclusive band, and Mix Masters DJ workshop. MAC Music Leaders recognised as Mastercard Trailblazers.
• Visual Arts Exhibitions Rotating visual arts exhibitions featuring contemporary artists, photography, and curated shows in gallery spaces at the venue.
• Club SENsation! Specialised SEND youth disco events for disabled and neurodivergent young people aged 10+ and their families, featuring DJ mixes, dancing, and socialising opportunities in an inclusive environment.
• MAC Shop On-site retail shop offering merchandise, gifts, and art-related products. All profits are reinvested into the charity.
• Supporters' Circle Membership Annual membership programme offering benefits including 24-hour advance booking access before general release, with automatic renewal available via continuous card authority.

Quantifiable outcome

• 100% of profits reinvested into the charity to support arts and artists
• +2 more outcomes

Named customers5 records

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Ten partnerships are on record, tiered core and minor.

• Eversheds SutherlandcoreStrategic or Co-development PartnerThree-year partnership extending Eversheds Sutherland's support for MAC. The law firm provides ongoing backing for the arts centre's programmes and operations as part of its corporate social responsibility and community engagement initiatives.
• Birmingham Assay OfficecoreStrategic or Co-development PartnerExtended partnership for hallmarking services at MAC. Birmingham Assay Office provides precious metal hallmarking verification and quality assurance for MAC's custom jewellery hallmarking programme, allowing artists to sell hallmarked pieces at the venue.
• Film Hub MidlandscoreStrategic or Co-development PartnerThree-year supported project with Film Hub Midlands to make cinema more accessible. Partnership focuses on improving accessibility of cinema screenings for disabled and neurodivergent audiences through dedicated programming and facilities.
• Theatres TrustminorOthersAwarded grant from Theatres Trust to improve environmental sustainability at the venue. Funding supports sustainability improvements and environmental performance upgrades at MAC.
• Art FundminorOthersAwarded Reimagine Grant from Art Fund to support post-pandemic recovery and reimagining of programmes and services.
• DASH (Disability Arts Simon's Hitch)coreStrategic or Co-development PartnerDASH Future Curators Programme partnership. MAC participates in this disability arts development initiative, including hosting Assistant Curator positions and supporting emerging disabled curators through training and professional development.
• Red Earth Collective CICcoreStrategic or Co-development PartnerPartnership with Red Earth Collective CIC to launch creative health project specifically designed for Black men. Combines arts programming with community health initiatives in collaboration with Birmingham's Black community.
• Hospital RoomscoreStrategic or Co-development PartnerArts and mental health charity partnership for Hospital Rooms' landmark national project. MAC contributes to this initiative bringing arts programming to mental health settings across the UK.
• MountviewminorStrategic or Co-development PartnerMountview offers full-time Musical Theatre CertHE programme at MAC. Partnership allows MAC to host and support professional musical theatre training, expanding educational offerings at the venue.
• Gallery Climate CoalitionminorOthersMAC became an Active Member of Gallery Climate Coalition, committing to environmental sustainability practices in line with the coalition's standards for arts organisations.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Others

• mac (Midlands Arts Centre) [subject]: Self-reference; included for completeness only.

Direct peers

• The Lowry: Salford-based arts centre combining two theatres, galleries, and participatory learning programmes. Closely comparable regional UK arts centre operating theatre, exhibitions, courses, and community engagement under one venue.
• Southbank Centre: London's largest arts centre, operating multiple performance venues, galleries, and F&B under one cultural umbrella. Directly comparable multi-disciplinary programming model (music, theatre, dance, visual arts, courses), though at significantly larger scale.
• HOME (Manchester): Manchester arts centre operating theatre, cinema, gallery, and workshop space. Comparable mix of cinema, theatre, exhibitions, and creative courses; also focuses on diverse programming and emerging artist support.

Broad incumbents

• Sadler's Wells: London's leading dance and performing arts venue, presenting international programming and supporting artist development. Comparable presenting/curating role in the UK performing arts ecosystem, though dance-specialist.
• Birmingham Hippodrome: Larger Birmingham theatre presenting major touring productions, musicals, and pantomime. Overlaps with MAC's theatre programming and serves the same Birmingham market, but at much larger scale and with a commercial (non-charity) model.
• Symphony Hall Birmingham: Major Birmingham concert venue operated by Town Hall & Symphony Hall. Comparable live performance and venue-hire functions, though focused on classical and contemporary music rather than MAC's broader multi-arts mix.

Regional players

• Royal Birmingham Conservatoire: Birmingham-based performing arts higher education institution offering courses and performances. Overlaps with MAC's creative courses and music programming, and shares the Birmingham arts ecosystem.
• Ikon Gallery: Birmingham-based contemporary art gallery presenting exhibitions and learning programmes. Direct overlap with MAC's visual arts programming and shared Birmingham catchment, though Ikon focuses narrowly on visual art without theatre/cinema/F&B.
• Tate Liverpool: Major UK regional gallery and arts venue with exhibitions, learning programmes, and community engagement. Comparable cultural-institution model with charitable governance and education focus, though single-discipline (visual arts).

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCztL2ATUBtkiPscbxMKzDwA
• Facebookfacebook.com/macbirmingham
• LinkedInlinkedin.com/company/midlands-arts-centre
• Instagraminstagram.com/mac_birmingham
• TikToktiktok.com/@midlandsartscentre
• Xx.com/mac_birmingham

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Midlands Arts Centre