Curve Theatre

Curve is a spectacular state-of-the-art Leicester theatre, producing and staging world-class theatre in the heart of England.

Curve creates exceptional and compelling experiences. They use their unique home and talent to entertain, inspire and engage with a modern diverse audience and play a leading role in the development of Leicester's industry and its global community.

MHM worked with Curve to measure the audience capital and brand equity of the theatre, to assess the total value of the audience's investment in the organisation and to investigate how big Curve's share of the market could be. The findings have helped Curve to plan their future development and become a more audience focussed organisation. 

"MHM did a stunning job of motivating a cross-section of Curve staff, sparking debate and some robust discussions that left us with a much better, and shared, understanding of what it is to be Curve."

- Fiona Allan, CEO of Curve Theatre,

Visit Curve's website

A co-founder of Morris Hargreaves McIntyre, Andrew is one of the UK’s leading authorities on...

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