Sudden Impulse bringing sustained benefits to Nuneaton

Attracting visitors is a vital component of the economy of any town. Visitors bring business and generate revenue for all sorts of traders so the battle is always on to attract tourists - and give them a reason to keep coming back.

A big player in the business of bringing people to Nuneaton is forward-thinking theatre company Sudden Impulse which has just been supported by a Tourism Event Grant from Warwickshire County Council.

Here is the story of how Sudden Impulse, created by the community and now very much part of the community, has become such an asset to Nuneaton, both culturally and economically.

When four Nuneaton residents were chatting away one day in 2004, the conversation got round to what a shame it was that there was no longer any active theatre in the town.

The Abbey Theatre still existed, of course, in Pool Bank Road where it had been since 1969 when it was converted from the old Territorial Army drill hall. But by 2004 it was hardly used. An empty home. A theatre without players.

That was sad, agreed the four friends. But rather than leave it at that – a lament about something precious lost to the town – they decided to do something about it. They set up a theatre company.

Sudden Impulse was born.

Twelve years on, the small independent company is not only still going but going from strength to strength – and will continue to do so in 2016 backed by a Tourism Event Grant from Warwickshire County Council.

It is exactly the sort of project – attracting visitors to a town and providing an experience which, to the benefit of the town’s economy, makes them want to return – the tourism event grants are designed to support.

The £9,750 will support Sudden Impulse’s work in two ways. It will go towards a series of events for families and children which the company will hold during February half-term.

Meanwhile the grant will also help significantly spread the word. It will enable the production and distribution of promotion materials to ensure the message gets around the town and to others nearby that theatre is alive and kicking in Nuneaton.

Sudden Impulse is a success story set to run and run, all because of the passion and skills of those four friends, two of whom – Simon Winterman and Philip Malkin are still involved 12 years later.

During that time the company has evolved far and its appeal has spread. Sudden Impulse has performed around at venues across the country, flying the Warwickshire flag at the Buxton Fringe Festival and in Edinburgh, where the company will return in 2016.

"We have a very exciting programme lined up in 2016 during which we will take works by two of Warwickshire's greatest writers - Shakespeare's Much Ado About Nothing and a new adaption of George Eliot's Felix Holt - to Edinburgh." said Simon.

"The Tourism Event Grant from Warwickshire County Council will greatly help to us deliver our 2016 programme and continue to try to make Nuneaton a place that people want to visit."

Sudden Impulse performs at The Abbey Theatre in the town and also delivers a unique brand of pub theatre at Crown Inn. And with its audiences comes spending in the town.

The company does not just perform in the town – it has brought the town into the company. Its ethos is entirely inclusive with 65% of parts cast in the last 12 months given to new company members

Anyone of any age with a passion for theatre is welcome with extensive training available for young people. The academy provides classes in acting, singing and dance for ages seven upwards with academy students from having recently graduated to be involved in recent productions of The Sound of Music, Whistle Down The Wind, The Pied Piper and Lord of the Flies.

Michael Corbidge, a professional voice coach and associate practitioner with the Royal Shakespeare Company, has coached at Sudden Impulse and is a friend of the company.

Sudden Impulse’s success is a real tribute to its creators and all those who have got involved along the way.

Many theatre-going visitors to Warwickshire head, for obvious reasons, to the south of the county. Sudden Impulse gives them a very good reason to also look to the north.