Glasgow's Pavilion theatre sold to London company
- Published
One of Scotland's oldest and best-loved theatres has been taken over by new owners.
The Pavilion Theatre in Glasgow has been bought by London-based Trafalgar Entertainment for an undisclosed sum.
The 1,449-capacity Renfield Street venue was one of the last privately run theatres in Scotland.
Opening in 1904 as a music hall, the venue has played host to stars including Harry Lauder, Charlie Chaplin, Billy Connolly and Lulu.
The Pavilion has a unique place in Glasgow's entertainment scene, putting on home-grown productions, well-attended pantomimes and national music tours.
The auditorium, with its rococo plasterwork and mahogany fittings, has been described as "pure Louis XV" by the team which has run the theatre for the last five decades.
Chris McGuigan, from Trafalgar Entertainment, surveyed the newest addition to his company's theatrical portfolio from a vantage point in box number one.
"You can feel the history, but you can feel the love which has gone into maintaining it," says the company's commercial director.
"We are proud to become custodians of the Pavilion."
The theatre is the first in Scotland to be acquired by Trafalgar Entertainment, which also has theatres in Australia, England and Wales.
The Covid pandemic took its toll on the theatre
Rather than see the neighbouring Kings and Royal Theatres as competition, the new owner is keen to embrace them.
"It's theatreland, isn't it? West End and Broadway both have multiple theatres which can co-exist," says Mr McGuigan.
"The more you have to offer, the better it is for theatregoers.
"It's a resilient sector and in a cost-of-living crisis people still want to go out and enjoy themselves."
The Pavilion has had to be resilient over the past century. Two world wars, changing tastes, the cost-of-living crisis and the pandemic have all taken their toll.
The theatre was flooded in the 1990s and smoke-damaged by a fire in the neighbouring Victoria's nightclub in 2018.
The theatre was damaged in the Sauchiehall Street fire in 2018
And as one of the last family-run, independently owned theatres, it has had to fight harder than most to win over audiences.
Manager Iain Gordon, who has worked in the theatre since 1977, has taken retirement - but the small core staff at the Pavilion, including his son Jamie, will continue under the new management.
"Where we feel we can bring benefit is operationally," says Mr McGuigan.
"Whether that's back of house compliance, health and safety or stocking the bar, there are opportunities around economy of scale.
"Even something like buying in the loo rolls can make the difference to economic sustainability."
One area of where the Pavilion will retain its individual approach is in pantomime, which has been produced in the theatre since the 1920s.
Sir Billy Connolly has performed at the theatre over the years
This year's show Treasure Island will go ahead as planned with a Scottish cast and crew.
And there could be scope for other in-house productions.
Chris McGuigan points to Myra's Story, a small Irish production which has built of a word-of-mouth following as the sort of show the Pavilion will continue to host - and he's keen to talk to anyone with ideas.
The theatre has a good track record in small Irish shows which grow into global hits. Look no further than Mrs Brown, which began at the Pavilion as a play in June 1999.
Mr McGuigan promises "a weightier programme", with shows like Rocky Horror and Jersey Boys on top of what's already programmed.
The self-proclaimed National Theatre of Variety will continue to offer something for everyone.
"It's a fun palace. It's a variety programme and this is an opportunity for the Pavilion to do more of what it does best."
Country and western singer Sydney Devine's portrait hangs in the theatre
One idiosyncrasy which has not yet filtered through to the new owners is the cult of Sydney Devine.
The country and western singer had such an attachment to the Pavilion, it was nicknamed the Devine Shrine. After his death in 2021, it became the focus for floral tributes.
His portrait is one of a number which still hangs in the Pavilion's basement bar.
Audiences will be divided about the need to remember that particular chapter in the Pavilion's past.
As for the Grand Old Lady of Renfield Street, there's life in the old girl yet.
- Published16 June 2018
- Published4 April 2018
