Simon Creed joins The Alexandra as new Theatre Director



The world’s leading operator of live entertainment venues, Ambassador Theatre Group (ATG) today announces the appointment of Simon Creed as Theatre Director at The Alexandra, Birmingham.

Simon joins The Alexandra at a hugely exciting time for the Second City venue, which earlier this week spectacularly reopened its doors following a 491-day hiatus due to the pandemic. The dynamic venue welcomed an audience of around 800 for a performance of Anton & Giovanni – Him & Me featuring Strictly Come Dancing stars Anton Du Beke and Giovanni Pernice.

As The Alexandra prepares to stage an extravaganza of musicals, shows and plays in a bumper schedule for the remainder of the year, a vastly experienced Simon cannot wait to take the reins.

Over the past 25 years Simon has worked for some of the best arts and entertainment venues and organisations in the Midlands including Alton Towers, Birmingham Hippodrome, Midlands Arts Centre, Birmingham Town Hall/Symphony Hall and Roundhouse Birmingham (National Trust/Canal & River Trust).

Simon, originally from Cardiff but now living in Bromsgrove, said: “Becoming Theatre Director at The Alexandra is a fantastic opportunity and I’m confident I can rise to the challenge. I have worked in the arts and entertainment sector in the Midlands for almost 25 years and have an extensive network of contacts and connections across the region.

“I am excited and honoured to be able to continue the great work of Lisa Mart (previous Theatre Director at The Alexandra) and Cheryl Taylor (Acting General Manager) and to carry on making The Alexandra a vital part of the Birmingham community – taking part in city-wide events such as Birmingham Pride, Birmingham International Dance Festival and of course Birmingham 2022.

“The key thing we have all learnt over the last 16 months is how adaptable and flexible we are and need to be. This mindset shouldn’t change now that we have reopened.

“We should always remember things need to change for the better and look at ways to evolve, listen and react to audience needs and demands. Alongside programming world-class entertainment, the priority must be the safety of our audiences, performers, and staff.”

Claire Dixon, ATG Business Director – UK Venues, said: “I am delighted to welcome Simon to The Alexandra team and the wider ATG family. His appointment comes at a significant time for the theatre and the city, as we finally got to throw open our doors after 16 months in hibernation.

“Simon has a real passion for theatre, great connections across Birmingham and a strong desire to further raise the profile of the Alex. I am confident that, with his previous experience, he is going to be just the driving force we need as we strive to delight our audiences once again; exciting times ahead!”

Theatre is in the blood in Simon’s family, with wife Suzi a professional theatre director, choreographer and actor, while daughter Seren Lily loves to dance at her ballet school and on stages across the region.

Prior to the pandemic, Simon was head of operations at Artrix Arts Centre in Bromsgrove where he played a key role in stabilising the venue following the withdrawal of public funding in 2018. After Covid-19 caused huge disruption to theatre and the arts, Simon enjoyed a change of career by working with North Worcestershire Economic Development & Regeneration as Bromsgrove Centres Manager – helping to develop and implement strategies which improved the commercial vitality and viability of towns and centres across the district.

Highlights of Simon’s first few months at the helm of the 120-year-old theatre include dazzling musicals Rock of Ages (9 – 11 Sep), Everybody’s Talking About Jamie (14 – 18 Sep), Heathers The Musical (21 – 25 Sep) and The Rocky Horror Show (27 Sep – 2 Oct). The year then concludes with The Alexandra’s gala performance of Jersey Boys (7 Dec – 1 Jan).