Promoter Point of View: Why host rural touring events & advice for new venues…

On average it take 58 volunteer hours to host every single rural touring event, which might sound like a daunting task. We asked existing volunteering promoters from across the UK, why they host rural touring events in their venue, and what advice they would give to new venues looking to offer their communities something new…

Why do you host rural touring events in your venue?

‘An opportunity to host quality professional shows that can take us on a magical journey without us leaving our village.’ Des George Neuadd Dyfi

‘Because it’s a total treat to watch fabulous performances in intimate settings such as small village halls. Members of the community who may very well not see anything at all otherwise are given the opportunity for a lovely night out, usually close to home.’ Tricia Meynell – Cumbria

“Live performance must be kept alive. It is a different experience to TV or Cinema and needs nurturing and supporting.  It enriches your venue.” Steve and Fran, Hinton Martell, Tiny venue in Dorset

“…if one young person sees a live performance for the first time, or listens to artists telling them about their road to success, and is inspired, then you have done a good job!

Jan, Allendale Village Hall

“Not for the money, that’s for sure. But the quality and standard of the actors and musicians and dancers etc is wonderful and to see and the number of people who come and say how did we get to be so lucky to have this experience locally. I believe village halls etc are there for many things and if one young person sees a live performance for the first time, or listens to artists telling them about their road to success, and is inspired , then you have done a good job.”  Jan, Allendale Village Hall, promoter for Highlights and others

“It is a real pleasure to bring a show into our community and to see the pleasure it brings to our audiences. These schemes are so important for the more remote communities as they get people out socialising and give a feeling of belonging to an extended community. Our walls have closed in on us enough over the past couple of years and we need to break down the feeling of isolation which many have found.” Graeme, Winterborne Stickland, Artsreach (Dorset)

“Partly because it opens doors for artists to reach communities, but it also allows us to present work that people might not see elsewhere. That diversity of programming is really important. Its also a great way to bring together parts of your community who may be distant from others, but are actually the same – they just might not know it.” John, The Civic Stourport

“To explore all ways of entertaining our community”   DVHall Drayton Langport – On-the-Levels

“We are in a rural village with a large elderly population. They feel more comfortable in smaller venues, especially post Covid” Anonymous

What advice would you give to a village hall or venue approaching Rural Touring for the first time?

“Do it!” Des George Neuadd Dyfi

“Firstly, you’ll know that whatever show you are offered will be top quality, regardless of it’s type. It’s a great way to bring amazing acts to rural communities for not a huge amount of money. Great for community engagement.” Tricia Meynell – Cumbria

“Remember that you are choosing artists for your community not yourselves.  Talk to others about what they would come to.” Steve and Fran, Hinton Martell, Tiny venue in Dorset

“Think about the size of your venue and any particularly useful stand out features (say a high ceiling for acrobats or a recreation ground for outdoor events. Know your audience and old fashioned leaflets thru doors and paper tickets purchased at your local store still works alongside media channels” Jan, Allendale Village Hall, promoter for Highlights and others

More importantly, the rural touring schemes and the NRTF are a great, friendly bunch who want nothing more than to see you succeed!

Graeme, winterborne stickland, artsreach (Dorset)

“Don’t be put off, or feel daunted by the unknown. Yes, there can be a lot of work required to host shows, but there are many other nearby promoters with lots of experience who you can reach out to and be guided / mentored through the process. More importantly, the rural touring schemes and the NRTF are a great, friendly bunch who want nothing more than to see you succeed!”  Graeme, Winterborne Stickland, Artsreach (Dorset)

“Don’t be scared to try something unusual or different – it’s one of the best parts of Rural Touring – finding something different that your audience possibly wouldn’t see at a larger venue.” John, The Civic Stourport

“Make sure you have your ‘target’ audience in-focus. No good relying on your venue ‘faithful’ to turn-out for something they are not sure about.”  DVHall Drayton Langport – On-the-Levels

“Use as many local village facebook groups as possible to advertise” Anonymous

Tell us about your favourite rural touring experience?

“There have been many. Two come to mind “The Chef Show” by Ragged Edge Productions.  Life in a busy Indian restaurant, a brilliantly produced show  which ended up with a superb curry produced by our local curry restaurant. Also Circo Rum bab production of L’Hotel!” Des George Neuadd Dyfi

“Too many to pinpoint one. If the ‘Farnham Maltings’ offer you a show – take it!” Tricia Meynell – Cumbria

“We don’t have a favourite really, but John Etheridge and Vimala Rowe performing sublimely in the church and the Grahams raising the roof of the village hall are particularly powerful memories. Very different, but both so well worthwhile.” Steve and Fran, Hinton Martell, Tiny venue in Dorset

“The dance – Pheonix Dance from Leeds was a high spot, Opera North come each year and hearing them warming up in the hall to sing outside is a heart wrenching moment, Kate Fox explaining thru laughter about her diagnosis of adult autism, King lear being performed as snow stormed down outside , we did not get home till the following evening!” Jan, Allendale Village Hall, promoter for Highlights and others

“We promoted a show called “”Our June’s Wedding”” a few years ago, and the show started with a “”wedding”” in our local chuch, then moved on to a party in the Village Hall. The wedding was officiated over by our local vicar (in full gowns etc) and 90% of the audience turned up dressed for a wedding with all the big hats, posh frocks and suits etc. The atmosphere was brilliant, and the whole “”congregation”” walked to 500m to the Hall en masse only to be told that as they walked they were travelling forward in time by one year!! It was amazing!”  Graeme, Winterborne Stickland, Artsreach (Dorset)

“The first ever show at our venue was a Rural Touring show.  It helped us prove to ourselves, and others that we could do this – that we could run a venue and make it a success. From that we built to taking over the operation of the venue and using it to transform the cultural offering locally.”

john, the civic, stourport

“Mountain Music was an excellent show which combined storytelling with Americana music and was done in the round. ” Anonymous

Anything else you’d like to tell us about or share with new venues and promoters?

“Don’t expect to make a fortune, be prepared to take risks. Always look for quality. The touring schemes are there to help make it happen” Des George Neuadd Dyfi

“Just do it. Advertise locally via email. Build up your own emailing list or see if you can piggy-back an existing one. Social media is invaluable. Posters locally are good, but in my opinion don’t generate much of an interest. Distribute the brochures printed by your local touring scheme in relevant places such as exhibitions/museums/arty places. If you are able to make your own posters they are sometimes better than the official ones you will get sent which tend to over-complicate things with too much text and not enough space for venue details/dates in large lettering. You can use these electronically and the paper ones you get sent for notice boards.” Tricia Meynell – Cumbria

“Don’t give up if you have one difficult show. the next one WILL be better.”

Steve and fran, hinto martell, tiny venue in dorset

“Make the artists welcome, us trustees use the time spent feeding them to join in and have a get together ourselves” Jan, Allendale Village Hall, promoter for Highlights and others

“As per my first comment, never be afraid to ask your local scheme for support and advice.” Graeme, Winterborne Stickland, Artsreach (Dorset)

“Beg, Borrow, and Salvage whetever you can to make your event work – and use whatever you can (if you can) to make it an experience i.e. Serve food or popcorn for a movie; dress up in a costume themed to the event (and encorage audienec to do the same); dress the venue to suit if you can (we had a WW2 era band and we built a sandbagged checkpoint for FOH to check tickets at).  Make it different to seeing a film in the cinema or a show in a larger venue – you are different so be different.” John, The Civic Stourport

“[We] Recently installed a large screen new projector and sound system. We have the Umbrella film license plus music license and are now holding our own monthly film nights which are proving popular. With the kit we now have we can widen the spectrum of entertainment no end.” DVHall Drayton Langport – On-the-Levels

“Don’t panic if early sales are disappointing. Especially with Covid, people in villages seem to leave it late to get tickets” Anonymous

Using Zoom for Storytelling & Performance – Thoughts and Tips from Gav Cross

About midway through 2020 the whole concept and notion of Zoom fatigue was being discussed.
Suddenly, new regular phrases emerged, such as ”Can you hear me okay?”, “You’re on mute!” and “you have no authority here..”

And I envied it…
I haven’t been in many Zoom meetings. As a freelance performer and creative I wasn’t really in a team.
I wanted to play with Zoom!

So I started to tell stories on Zoom*.

*I know it’s never going to replace live work with an actual audience. One you can see and smell. And I, like you I’m sure, miss that dearly…

And I loved it. I loved having a new audience of people to interact with and get a response from. As I’ve got more used to the software I learned how to adapt my material and performance style to increase interaction. I started to be able to bring the bulldozer of chaos that I adore in my own storytelling, into this new realm. I learned how the software could include people at what ever level they want to be included.

It has meant that I’ve been able to work across the country and beyond. That I’ve been able to tell stories and shout at children from around the world! Who could ask for more?

I had hoped to tour my storytelling show, Twisted Tales for Terrible Children…” in 2020. Instead I took it onto Zoom. And I could hear laughter. I could see the engagement and I could involve an audience that wanted to be part of my stuff and nonsense. I was invited to perform for Manchester Libraries, with one of the days being 20 classes in 3 shows. Joyous!

I’m also the talent manager for my cousin, Father Christmas and actively encouraged him to deliver some storytelling zoom sessions. And equally, he had a wonderful time being extraordinarily silly. Well he does have a very high pressure job so it’s good to let off some steam. The Father Christmas Storytelling was projected into the venue at The Pound. Mr Christmas was able to see and hear the audience. Sat in the their family bubbles 15 minutes before the virtual audience, there was a chance for FC to have a pre show chat and hello with those that had come out on that Christmas Eve. The Zoom Audience was let in and the estimable Pound Zoom hosts were able to let me see, hear and interact with audience members online and on site. After the Zoom show there was time for Father Christmas to interact once again with the audience in the venue. Before having to leave and get on with the other jog of that night… That blend was deliciously fun. Jokes were swapped, funny faces were pulled and shared. Laughs and the lovely echo of a time together that will soon return, I’m sure.

More recently I have been enjoying zoom storytelling sessions for Cubs, Scouts and Beavers up and down the country. Virtual Fireside storytelling. Plus a Funny Looking Kids: Comedy Club. An online live sketch show for families. So I thought I would give you a few top tips.

I think there are going to be plenty of opportunities moving forward, of retaining the online element. I’m looking forward to experimenting with blending live storytelling performance and an online audience.

Here are my very simple top tips, from a very simple Storyteller:

  • Play with Zoom as a Host if you haven’t, see what the differences are between pinning, spotlighting, the different types of views.
  • Keep your set up in gallery view, so that you can see as many of the audience as possible.
  • Look at the camera lens and not the Zoom room…
  • Have fun with a green screen! Or any blank wall colour. Adding backgrounds are a nifty little way to transport yourself with simple video and images.
  • Light your face. Bright and clear. It helps with the video quality.
  • Have the camera at eye height, not desk height. Look at your audience, not down on them.
  • Talk to the Waiting Room before you start your show! Ask them to change their screen name to whoever is watching this show.
  • I ask that a grown-up is there to give me a thumbs up if children are on screen.
  • Encourage people to take part. Unmuted as individuals, or a specific times, the full group. Or contribute in the chat.
  • Have a buddy/co-host that can help you steward the group and send messages to you about audience members desperate to be involved you might have missed.

I think it will remain perfect for scratch performances, readings, poetry, storytelling and more.

I can’t wait for live audiences, who we know are desperate for enthralling, engaging, exciting, entertaining performances. But not everybody is going to be able to get out so readily.

I know personally I am enjoying the opportunity to see more work from diverse people, from around the world.

I bet you’ve got a fantastic story to tell and I would love to watch and help. Do get in contact with your experiences. I always love a chat with another performer about what they have been up to. See you soon, on Zoom?

Gav Cross

Some Zoom audience Feedback:

“The joy and laughter of the Beavers – and the parents chuckles in the background (we were a zoom session) spoke for itself.”

“Just wanted to say thank you for organising such a great meeting tonight. My children both really enjoyed it and I loved hearing their laughter throughout. It was exactly what we needed part way through this lockdown. Thank you.”

“Stories told very well and funny. Liked the “best smile”. Very much enjoyed the interactive bits.”

“The whole group loved it! Primarily booked for beavers and cubs, some of our scouts logged in also and he thought it was very funny, So spanned from 6 to grown ups, loved seeing them all laughing and enjoying, and thinking differently about traditional tales!”

About Gav Cross

Gav describes himself as a Storyteller, Creative & Idiot. Find them on:

Facebook –
Youtube –
Twitter –
And grab a peak at the tour brochure for “Twisted Tales for Terrible Children…” –

For the upcoming Funny Looking Kids: Zoom Comedy Club details, go to

Artists FAQ (COVID Edition): I don’t want to create digital work – is that going to harm my career?

No. Right from the beginning of lockdown Rural Touring schemes have been asking ‘how do we reach audiences offline’ and working with artists to address this. We work with audiences and in communities where access to the internet (or good internet) can be limited. Just as some schemes and venues will continue to think about digital work becoming part of their core offer in the future, others are exploring alternative art forms and ways of reaching audiences. So if you have an idea that isn’t digital, but also isn’t an in-person event, now might be a good time to explore that! 

It is also a very stressful time, so if what you need to do is secure yourself financially, or take a break completely, we all want to support you to do that too.

Artists FAQ (COVID Edition): What about digital work?

One of the fantastic things about the lockdown was the access to digital work it has created – and the appetite for it among some of our least tech-savvy audiences. Some schemes have embraced digital work and started projects which they are now looking to tie in with their regular work and make long term, others have been focussing on how to reach audiences offline.

One thing all the schemes have kept at the forefront of all their digital thinking is, how do we deliver something online that still captures the magic of rural touring and feels local? If you’re thinking of creating or sharing work digitally, it is worth keeping this in mind too when you approach schemes.

Artists FAQ (COVID Editing): Are other creative ideas being discussed?

Yes! And as we all know, the best people for creative ideas are artists. So if you’ve got a new project you’ve been thinking about that responds directly to these new conditions we find ourselves in then speak to your local scheme, keeping in mind their capacity right now.

Artists FAQ (COVID Edition): Is outdoor work being considered?

Yes. Outdoor work is being considered, even for Autumn. But the same thought processes apply to indoor programming when it comes to considering how far artists would be travelling/touring, how will we accommodate them, how can we keep artists and audience safe. We have also been advised that the restrictions for events outdoors will be the same as the restrictions for indoor events, so this may not be as simple a solution as we originally thought.

Artists FAQ: How will venues and promoters be operating?

If you haven’t already it’s worth looking at the ACRE guidelines for village halls reopening, to get an idea of the new restrictions promoters and venues will be working within, as they’ll also have new things to consider when it comes to hosting your show. For example, how will get-ins and get-outs be delayed or lengthened by new cleaning schedules?

There will be other ways touring will be different going forward. We are encouraging promoters to go cashless wherever possible especially when it comes to ticket sales, but as we work with such a variety of spaces it’s hard to say how each space will adapt. If you do have a tour that is looking likely to go ahead, it might be worth putting together a survey/checklist for your venues to fill out so you can get all the information you need about how your show will work in their space.

Artists FAQ (COVID Edition): When should I be contacting schemes about touring beyond Autumn 2020?

Now, but make sure we have all the information we need and be aware that 2020 is having a knock-on effect into 2021. Many shows which were due to happen this year have been rescheduled for future seasons – some schemes have the capacity and the funding to be able to have bigger future seasons to incorporate new programming alongside rescheduled programming but not all schemes. It’s also worth remembering that some tours which were due to happen in future seasons or were originally rescheduled for Autumn 2020, and are now looking at Spring 21 may not be able to happen so there is still the opportunity for new work to be included in programmes. Again arming schemes with as much information as possible about your work in one concise place will help them make decisions if another show falls through and they need replacements etc.

Artist’s FAQ (COVID Edition): What Do Schemes Need To Know?

Going forward, and especially in the next 18 months, the way we all approach touring and the information we will need is going to be different. We advise you to update your tour packs to make sure you’re including as much of this information as possible, for both long and short term tour plans.

  • Where you are based, and how far will you be travelling?

Many schemes, especially the ones who are looking at programming events are likely to be looking to work with more local artists, so make sure your closest scheme is aware of you. Make sure you include if you were already in conversation with them, where you are based, and how far you would be travelling to get to them. If you have other tour dates in other areas then please also let schemes know about these dates. We’re aware of how much travelling people are doing, how many people we have come in to contact with, and what the danger of moving around lots might be. Schemes and promoters will want to know this information so they can make an informed decision.

  • Your accommodation needs/touring radius from home

Even if schemes are planning to book tours this Autumn, it is unlikely promoters will be offering homestays any time soon. As we all know the hospitality sector has been hit hard by the crisis, and we don’t know what that will mean for hotels and other guest accommodation across the UK. 

And most importantly we want you to feel safe and comfortable when you’re on tour too, so it is worth setting yourself a touring radius and specifying any accommodation needs. How far are you willing to travel in one day? For example, if you were to go home every evening? Or if suitable accommodation can’t be found nearby.  If you’re touring as a group and isolating together for the tour how much room do you need to be comfortable and support the mental health of everyone on tour?

  • How quickly can you be on tour?

We all now know how quickly things can change, so its good to let schemes know if your show can be on the road straight away, or if you need a specific amount of time to get prepared. For example, if you’re a band who have been touring together previously, it’s likely you could take a gig nearby at a drop of a hat, whereas a theatre production might need time to cast and rehearse.

  • How self-contained are you?

Are you a company or a band that lives and works together? Are you a group that could isolate together for two weeks before you begin the tour? Or are you putting together a cast of people from all across the country? Schemes and promoters will want to know this so that they can assess how comfortable they are with touring your show into their communities. Transparency and information is the key to making touring safe.

  • How many people are on the road

Similar to the above, now more than ever we need to know exactly how many people are on the road. This includes artists, technicians or stage managers, and anyone else who may be joining you (eg family members who aren’t actually part of the performance). 

  • How flexible can you be?

If a date had to be cancelled at short notice what are your terms? Could you reschedule for a week later or would you need to ensure a fee was paid?

This is going to be tricky waters for everyone going forward, and everyone is looking at their contracts and cancellation clauses, if you’re planning a tour in the next 18 months you need to be thinking about how you make that viable.

  • Have you thought about how social distancing measure might affect your show and how they can be built in?

Currently, there are different restrictions in place for different types of performances. Make sure you are up to date with what rules are in place and how they might affect your show. The key one is obviously how much space will you need to make sure everyone on stage is at the appropriate distance from one another (if applicable) and the audience? Other things to think about is how will your get-in be affected, do you have your own risk assessment done? Is there anything else you will need to know from venues ahead of touring.

  • Have you got other creative ideas for making your show work within the new rules?

Schemes and promoters are open to new creative ideas and ways of working. If you’ve ideas for how your show can work within the new guidelines, make sure you share them.  

Artist’s FAQ (COVID Edition): When are schemes looking to start programming and touring again?

When are schemes looking to start programming and touring again?

As always with rural (and all) touring there is no one size fits all. Schemes have been working closely with their promoters to plan for future touring in their area. Some schemes are going ahead with a limited Autumn 2020 season, whereas, some schemes have taken the decision not to programme at all for the rest of this year, and some may be hitting pause for now but with the hope of programming events, with a much quicker turnaround further down the line.

With this in mind, our advice is…

If you had dates pencilled with a scheme for Autumn 2020 or beyond, then speak to those schemes individually. Schemes are committed to keeping artists informed. Many schemes are working with very reduced staff, so replies may be slightly more delayed than usual. Because communication at the moment can be interrupted, we suggest arming the schemes with as much information about your show/tour/company as possible in one easy place.