Purposes that qualify a Trust to be a registered charity are “to promote, maintain, improve and advance education, particularly by the encouragement of the arts including the arts of drama, mime, opera, ballet, music, singing, dance, literature, sculpture and painting” (CC, 2010b and 2010c).
To achieve this, The Rose plays an important role, which also justifies entering into funding and working partnerships with the Royal Borough of Kingston Upon Thames Council and Kingston University. The Rose is the “research laboratory” for the University, specifically its postgraduate Masters degree course in Classical Acting. The Rose is likewise the source of economic activity and the social and cultural revitalization of the surrounding communities (Rose, 2010a). According to its latest (2009) financial report, the agreements signed in 2008 with these groups guarantee annual funding of £900,000 towards a yearly budget of £2.3 million. Some of the Trustees are likewise from the University and the Council, helping the Trust secure funding from the Arts Council (CC, 2010d). The Rose Theatre’s executives are industry veterans Sir Peter Hall (Director Emeritus) and Stephen Unwin as Artistic Director and CEO. David Jacobs, Life President, is a retired broadcaster. These three report to the 20-member Board of Trustees, whose task is to guarantee the execution of the charity’s strategies and purposes.
Given its purposes, The Rose wants to attract people from surrounding communities of Kingston Upon Thames to watch performances. It also wants tourists from outside Kingston to patronize its shows. Among those in the community, The Rose wants a wide range of customers coming from a broad range of economic capabilities, from low-budget students to middle- and upper-class local and neighbouring residents and tourists.
This is the primary