As part of Strategy 2028, we are committed to developing and championing Letchworth’s cultural offer, helping establish the town as a vibrant destination with a thriving cultural landscape where local people can engage with a diverse and exciting programme of activities. Broadway Cinema & Theatre and Standalone Farm play a pivotal role in achieving this vision.
Our work is focused around three key priorities:
Delivering diverse programming
through a range of high-quality films, live theatre productions, outdoor activities, educational programmes, and community events that appeal to people of all ages and interests.
Engaging our audiences
by offering workshops, Q&A talks, outreach programmes, and regular audience surveys, ensuring our communities have opportunities to participate and shape our cultural offer.
Building an environmentally and financially sustainable future
by implementing cost-saving measures, securing grant funding for key initiatives and partnering with environmental organisations. These actions will help protect both our services and the environment for future generations.
Latest Updates
We subsidised
worth of ticket discounts
to Kids Club and Baby Screenings at Broadway Cinema
Visitors to our Venues
Early 2026 saw strong cinema admissions, with Hamnet proving to be the standout success of the first quarter. In total, we welcomed 31,255 visitors during the period.
Broadway’s Kids Club continued to be a popular part of our programme, attracting 3,644 visitors. With support from the Heritage Foundation, tickets were partially subsidised to help make cinema more accessible for families across all income levels.
At Standalone Farm, ticket sales were strong across our spring events, including Educational Animal Encounters and the Planetarium Experience. These activities encouraged more people to connect with their local area through engaging leisure and learning experiences, while also generating valuable income to support our charitable commitments.
Annual Customer Survey: What You Told Us
We carried out our annual Broadway Theatre customer satisfaction survey, providing a valuable opportunity to hear directly from local people and gather feedback on their experiences. The insights we receive help us continue to improve our services and shape our future programme and offer.
This year, we achieved a Net Promoter Score (NPS) of 86—an excellent result and an increase on last year’s score, reflecting the positive experiences of our audiences and their willingness to recommend Broadway Theatre to others.
Launching a new loyalty scheme at Broadway Cinema
We kicked off 2026 with the launch of MyBroadway, Broadway Cinema’s brand-new three-tier loyalty scheme. Designed to reward our regular audiences and better engage young people, it also introduced Broadway’s first-ever paid membership.
For £45 a year, MyBroadway GOLD members receive five complimentary tickets, priority booking, exclusive event access, and a range of discounts and benefits.
We celebrated the launch with a special GOLD Party for our most loyal customers, featuring a complimentary screening of Song Sung Blue and a memorable evening in partnership with Emil Dale Academy.
The scheme has had a strong start, with 397 people joining MyBroadway GOLD in Q1 and 520 signing up to MyBroadway U25s, helping us strengthen our connection with younger audiences across Letchworth.
Find out more about MyBroadway here.
Our Role
Direct Deliverer
Providing core services (venues, cultural programmes, youth engagement)
Small Grants Funder
Supporting grassroots and community-led initiatives
Capacity Development Provider
Strengthening skills and systems of partners and volunteers
Volunteer Provider
Mobilising volunteers to add value to service delivery and youth engagement
Leadership and backbone role
Bringing partners together for long-term impact, ensuring alignment and coordination, facilitating discussions, sharing information, and offering consultancy support
Strategic Lead: Gary Adcock
Gary Adcock, Head of Venues“The loyalty of our audiences is incredibly important to Broadway. Our NPS of 86, alongside the strong start for MyBroadway, shows that people value what we offer and want to stay connected with us. MyBroadway gives us a great opportunity to recognise our regular customers, while building lasting relationships with the next generation of audiences.”
