Sprung Collective welcome Julian Russell, former CEO of HQ Theatres, as a partner.

Sprung Collective is delighted to announce that Julian Russell, the former CEO of HQ Theatres, is joining the fledgling consultancy as a partner as of April 2022 following a strong first year.

Sprung Collective was founded in April 21, by James Greetham and EP Business in Hospitality, with the aim to bring a new narrative and approach to food service across the arts, culture, heritage and sporting marketplaces.

All indicators suggest that venues in these markets possess a moment in time; an opportunity to create new offers which engage audiences as never before. Research is showing that the public is returning in high numbers to venues and seeking stronger experiences. Heritage sites are seeing visitor numbers increase at high levels as many want to feel more connected to local history and culture. TFL note that numbers returning to city centres for sport, shows and cultural activities are back to 2019 levels. However, research all suggest that the public want to find stronger experiences so all venues are going to be under increased pressures to change, adjust and maximise potential revenues.
How can stronger experiences, services and offers be developed?
Julian Russell is highly experienced in the above sectors following a 12 year career with HQ Theatres which saw him lead the company to become one of the leading regional independent theatre company in the UK. Until March 2022 Russell was CEO of HQ Theatres & Hospitality from 2014 overseeing the company’s acquisition by Trafalgar Entertainment in 2021.

At the time of the sale, HQ operated 12 venues in locations such Guildford to Bromley to Cardiff, Southend and Dartford. Russell possesses a rare level of insight and knowledge as to the challenges faced by arts & culture venues across the UK.
James Greetham, co-founder Sprung Collective, noted that “We are delighted to welcome Julian to join the company, we share similar values and beliefs and we are both committed to providing a great service level to support those venues who are seeking to find new solutions and approaches that allow them to become stronger in their food service provision.

Julian is one of the most proven, knowledgeable professionals across the arts & culture sector which will invaluable for many venues as all face one of the most challenging, economic periods of recent times.”

Julian Russell noted: “ I am thrilled to be joining James at such a pivotal time in the sector’s recovery and excited by the new opportunity lying ahead. All cultural, arts and entertainment businesses face daunting challenges with cuts to funding as well as a requirement to respond to a public seeking stronger, greater, and more immersive experiences. Reacting to these challenges and opportunities will require experience, imagination, resolve and innovative thinking. As hard as the next few years will be, it is a challenge to be faced. I believe my learnings over the last decade with HQ enable me to bring a new and exciting approach, which can offer invaluable input to businesses looking to respond to the opportunities and prepare for the future“

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