TWELFTH NIGHT

What TWELFTH NIGHT does

Twelfth Night in the Park was a 2013 open-air theatrical production of William Shakespeare's comedy Twelfth Night or What You Will, presented as a joint venture between two UK nonprofit theatre companies: ATTIC Theatre Company, based in the London Borough of Merton, and Sixteenfeet Productions, based in Brixton, Lambeth and founded in 2008. The production ran for 16 days across two South London heritage park venues, Morden Hall Park from 27-30 June and Brockwell Park from 3-14 July 2013, performing in the 19th Century Stable Yard, the Rose Garden, and the new Performance Area by Brockwell Hall. The core product is the live theatrical production, directed by Jenny Lee with costume design by Claire Nicolas and a creative team that included personnel with credits at the Royal Shakespeare Company, Bristol Old Vic Theatre School, and the Central School of Speech and Drama.

The business model combined ticketed consumer attendance with two ancillary revenue streams. Tickets were sold at £10-£17 per person via a box office telephone line (08435230382), an online booking kiosk at kiosk.iristickets.co.uk, and the National Trust Shop at Morden Hall Park, with marketing conducted through a WordPress site, a Facebook event page, and the Twitter hashtag #TwelfthNightPark. Pre-orderable gourmet picnic hampers, supplied by Galapagos Foods in Battersea, were offered in three tiers at £15.50-£20 per person or £29-£37.50 per hamper for two. A curriculum-linked education workshop programme targeted schools and colleges during May-July 2013, exploring verse, iambic pentameter, and theatre-making through 45- and 90-minute sessions delivered by a workshop leader drawn from the Globe's 2012/13 Twelfth Night production.

Production funding was supported by an unspecified grant from Ernest Cook, one of the UK's leading educational charities, with additional indirect support indicated by Heritage Lottery Fund, Lambeth Council, and Merton Council logo presence on the website. Venue access was secured through a partnership with the National Trust at Morden Hall Park, and promotional support was provided via local council channels. Operating status is recorded as closed for the Twelfth Night production itself, with the underlying producing entities (ATTIC Theatre Company and Sixteenfeet Productions) indicated as independent charities continuing to operate separately.

Name

TWELFTH NIGHT

Legal name

Twelfth Night in the Park (production by ATTIC and Sixteenfeet Productions)

Website

https://twelfthnightinthepark.wordpress.com

Company type

Private

Founded year

2008

Operating status

Closed

Headcount range

1–10 employees

Short description

Twelfth Night in the Park was a 2013 open-air Shakespeare production co-presented by ATTIC Theatre Company and Sixteenfeet Productions across Morden Hall Park and Brockwell Park, serving general audiences via ticketed performances (£10-£17), picnic hampers, and curriculum-linked school workshops.

Ownership category

akta.pro rank

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain, Others

Revenue model

1. Ticket Sales: Revenue from ticket sales for open-air theatre performances at Morden Hall Park and Brockwell Park. Prices range from £10-17 per ticket with matinee and evening performances.
2. Picnic Hampers: Pre-orderable picnic hampers sold to enhance the theatre experience, priced per person or as couples hamper. Food provided by Galapagos Foods.
3. Education Workshops: Shakespeare workshops offered to schools and colleges, available from May to July 2013, lasting 45 or 90 minutes.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Twelfth Night in the Park is an open-air theatrical production of William Shakespeare's "Twelfth Night or What You Will," performed at Morden Hall Park and Brockwell Park in London during summer 2013. The core offering is the staged Shakespearean comedy, supplemented by pre-orderable gourmet picnic hampers (three menu options) and 45/90-minute educational Shakespeare workshops for students.

Product overview

Twelfth Night in the Park is an open-air theatre production presenting Shakespeare's comedy in London parks. The core offering is the theatrical production performed at Morden Hall Park (27-30 June 2013) and Brockwell Park (3-14 July 2013). Supplementary services include pre-orderable gourmet picnic hampers and educational Shakespeare workshops for students.

Differentiator

Problem solved

Functional benefit

Products and services

• Twelfth Night or What You Will (Open-Air Theatre Production) An open-air performance of Shakespeare's comedy staged at Morden Hall Park's 19th Century Stable Yard and Rose Garden, and Brockwell Park's Performance Area by Brockwell Hall. Targeted at general public, families, and culture-seekers wanting accessible outdoor Shakespeare.
• Picnic Hampers Pre-orderable gourmet picnic hampers in three menu options (Menu 1 at £18.50/person or £35 for two; Menu 2 at £20/person or £37.50 for two; Menu 3 at £15.50/person or £29 for two), prepared by Galapagos Foods in Battersea. Available for theatre attendees to enhance the open-air performance experience.
• Shakespeare Education Workshops Educational workshops for students exploring Shakespeare's verse, iambic pentameter, and theatre-making process, linked to curriculum Assessment Objectives AO1 and AO2. Offered in 45 or 90-minute formats to schools and colleges studying English, Drama, and Theatre Studies.

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered core and minor.

• National TrustcoreStrategic or Co-development PartnerHost venue partner for Morden Hall Park. Evening performances held in 19th Century Stable Yard, matinees in Rose Garden. National Trust supports outdoor theatre programming.
• ATTIC Theatre CompanycoreStrategic or Co-development PartnerCo-producing company with Sixteenfeet Productions for Twelfth Night. Based in London Borough of Merton with charitable status. Specializes in open-air Shakespeare productions.
• Sixteenfeet ProductionscoreStrategic or Co-development PartnerCo-producing company with ATTIC Theatre Company for Twelfth Night. Based in Brixton, Lambeth, founded in 2008. Specializes in site-specific and promenade productions.
• Galapagos FoodsminorGTM or Marketing PartnerFood supplier for pre-orderable picnic hampers. Based in Battersea, provides all food made to order using finest natural ingredients for the theatre experience.
• M.A.D (Music, Arts and Drama)minorStrategic or Co-development PartnerSubgroup of Brockwell Park Community Partners, a registered charity. 2013 was the fifth year of M.A.D community arts programme supporting local groups.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• National Theatre: Large publicly funded London theatre presenting a wide repertoire including Shakespeare; operates at a much larger scale and offers a broader portfolio than the niche open-air subject.

Regional players

• Orange Tree Theatre: Richmond-based producing theatre with a strong classical repertoire; comparable mission to the subject's community-focused, classical-theatre producing model.

Direct peers

• Shakespeare's Globe: London-based organization dedicated to producing and performing Shakespeare's plays in a venue inspired by the original Globe; direct peer on classical Shakespeare programming and education outreach.
• Regent's Park Open Air Theatre: London's flagship open-air theatre presenting a summer season of classic plays and musicals in a park setting; the closest direct analogue to Twelfth Night in the Park's outdoor Shakespeare model.
• ATTIC Theatre Company: London Borough of Merton-based theatre company specializing in open-air Shakespeare productions, and a co-producer of the subject Twelfth Night production.
• Open Air Theatre, Hyde Park: London park-based outdoor theatre presenting summer productions of plays and musicals; directly competes for the same outdoor Shakespeare audience the subject targets.
• Sixteenfeet Productions: Brixton-based site-specific and promenade theatre company founded in 2008, and the other co-producer of the Twelfth Night in the Park production.

Emerging players

• English Touring Theatre: UK touring company producing classic and new work for regional audiences; comparable scale and classical-theatre remit to the subject's producing entities.

Market position

Strengths3 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xtwitter.com/hashtag/TwelfthNightPark
• Facebookfacebook.com/306985302765502
• LinkedInlinkedin.com/company/twelfth-night

Revenue estimate

Valuation estimate

Number of profiles

Profiles15 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 TWELFTH NIGHT