Research by University of Surrey shows theatre’s ongoing importance to town centre success.

The Yvonne Arnaud theatre, Guildford, is a leading regional venue, renowned for producing and presenting vibrant, high-quality drama and for its significant creative learning programme. The theatre plays a vital role in the cultural and social life of the region and in the past year has gone through major renovations to become a thriving, multi-purpose community and cultural hub for the whole of Surrey.

This impact analysis was commissioned by the Yvonne Arnaud to provide robust, quantitative evidence of its contribution to both the local and broader economies. The study, led by Dr Eden Jiao and Dr Jason Chen, from the Surrey Hospitality and Tourism Management team at Surrey Business School, draws on data from a survey completed by audience members, and desk research using operational and management data from the theatre and national macroeconomic indicators.

Key findings include:

• Visitors to the theatre are estimated to contribute approximately £1.75 million in off-site spending directly in the local area, with an annual attendance of 127,452 in 2024/25.
• 94% of surveyed visitors indicated they would not have visited Guildford if not for the theatre.
• The theatre generated an estimated economic contribution of £5.81 million in gross value added to the local area, supporting 93 full-time equivalent jobs through direct, indirect, and induced impacts.
• Beyond the local area, the theatre contributed £8.29 million in gross value added to the wider economy, supporting 135 full-time equivalent jobs.

Joanna Read, Director & Chief Executive of the theatre said: ‘This report demonstrates just how vital the Arnaud is to Guildford and the county, bringing much needed income to our friends in nearby businesses, creating local jobs and contributing positively to a thriving town.

As well as enjoying the very many benefits of visiting the theatre, our audiences are paying for parking and doing their shopping. They are choosing to come to Guildford, over other towns, because of the Yvonne Arnaud.’

Amanda Masters, Chief Executive of Experience Guildford, the town centre BID company, added ‘Experience Guildford is under no illusion as to the value the Yvonne Arnaud adds to the town centre economy, bringing trade into the surrounding businesses, and playing huge role in the community, both culturally and socially.’

These figures underscore the theatre’s substantial economic contribution in the region. With greatly improved accessibility and community opportunities, the theatre’s impact is only likely to grow even more in the years ahead.