Oxfordshire town plans proposed to save ‘vital’ theatre

The Corn Exchange in Wallingford Market Place is a Grade II listed building, which houses a contemporary theatre and cinema, replete with an acting troop and expert backstage crew who keep the show on the road.

But changing audience patterns are putting pressure on the fully volunteer-run venue, with the number of cinema-goers never recovering after the pandemic, in line with national trends, and theatre-goers attending erratically.

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This “now poses a threat to the future viability of The Corn Exchange Theatre”, according to organisers.

The Corn Exchange in Wallingford (Image: Robin Sones / Wikimedia Commons)

One of the problems they suspect might be preventing a full house is that people just don’t know the theatre is there.

Gloria Wright, chair of the Corn Exchange, said: “One thing we’re really aware of is there’s now a huge number of new houses around Wallingford and people are moving in from out of the area – and they have no idea what the corn exchange is.

“Although there are a lot of posters up outside – which are of course only visible in daylight anyway – it just doesn’t seem to be having the same impact that it used to have.

“We want to make people more aware, particularly new people in the area, that we’re here as a theatre and a cinema.”

The proposed solution is to light up the front of the historic building, add banners either side of the front door reading ‘theatre’ and ‘cinema’ on either side, and make it a ‘nice, warm welcoming building’ that visitors would feel comfortable wandering into.

An application has been submitted to South Oxfordshire District Council to install the lighting and banners, as it requires listed building consent.

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The planning and heritage statement submitted with the application said: “Our research has shown that very few newcomers and visitors to the town understand that The Corn Exchange is in fact a fully equipped professional arts venue, owing to its parochial external ‘village hall’ appearance.

Lighting tests show what the theatre would look like lit up under the new plans (Image: The Corn Exchange)

“The building’s failure to clearly and visibly communicate its purpose to the town and its vital role within the community has stimulated the need for strategic investment to safeguard the theatre’s future.”

Notwithstanding its contributions to the late night economy and cultural offering in Wallingford as a professional entertainment venue, The Corn Exchange meaningfully contributes to the ‘vitality and vibrancy’ of the community.

More than 200 volunteers – working on everything from box office to set design – find “a tremendous community here, and rely on us to get out of the house, see their friends and feel connected,” according to Ms Wright.

The Corn Exchange, Wallingford, is a professional theatre and cinema (Image: Contributed)

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Held to professional arts standards, the volunteering opportunities offer socialising to older people, work to those who want it, and pathways into the arts sectors for young people, as well as providing sets and designs for a whole host of community events.

Ms Wright added: “We contribute to the local community beyond just what goes on inside the theatre.”

The listed building consent application is open for consultation on the South Oxfordshire District Council website, and the organisation is encourage people to write in to express their support for the plans.