Revenue goal in sight ahead of Cumming’s first season

Pitlochry Festival Theatre breaks new ground as Bafta winner waits in the wings

Leaders at the ‘Theatre in the Hills’ talk to PBN about box office growth, investment and the early Alan Cumming effect.

The appointment of Broadway star Alan Cumming could prove the icing on the cake for Scotland’s ‘Theatre in the Hills’ as it closes in on a £2m revenue goal.

The news that Pitlochry Festival Theatre had lured the Aberfeldy-born BAFTA Award winner as its new Artistic Director captured headlines and imaginations when it was announced back in September 2024.

And as theatre lovers await the Traitors US host’s debut programme in 2026, officials believe the foundations for an ‘exciting period’ in the Theatre’s history have been laid.

New Artistic Director Alan Cumming with Executive Director Kris Bryce

Revenue and Momentum

Executive Director Kris Bryce disclosed that new revenue targets are close to being realised, attendance records for existing shows have been eclipsed, and more work has been produced than any other Scottish theatre – even before Cumming gets his feet fully under the Director’s desk.

Additionally, since the double Emmy award winner was unveiled, the theatre has welcomed new visitors, as profile and interest has spiked, both domestically and internationally.

Bryce believes it is a combination of factors and visions which have aligned to make it a golden moment for the Theatre, formed way back in 1951.

“We’re on track to achieve £2m in revenue from a base in a town of around 2,500 people, which speaks to the strength of the experience and offer we’ve created.

“While it’s early to quantify the direct impact of Alan joining, there’s no doubt the Theatre is more visible and being talked about in new places – which is hugely important for a producing theatre like ours,” he said.

“We’ve seen meaningful increases in media coverage, with pieces appearing nationally and internationally across news and arts. Alan has also helped open conversations with new partners and collaborators, and we’re already welcoming audiences on their first visit to Pitlochry Festival Theatre as a result of his involvement,” he added.

Continuous Investment

After investing in improved spaces and a 172-seat Studio as part of the staged Vision Capital Project, the Theatre’s Leadership Team were looking for an Artistic Director with standing who could act as a magnet, further enhancing the Theatre’s reputation.

In Cumming, whose high profile roles in theatre, film and TV have spanned more than three decades, they have found a perfect fit at their Port-na-Craig home overlooking the River Tummel.

“We were looking for a visionary leader – someone who could build on the strong foundations already in place and take Pitlochry forward.

“Alan’s track record, ideas, and ambition stood out from the start. His profile was part of that picture, of course, but his clarity of purpose and genuine enthusiasm for Pitlochry’s future was hugely powerful.”

Image by Frederic Aranda

Pitlochry to the World

Talking about his impact so far, Director Bryce added: “There’s no question Alan’s appointment generated strong interest across the world. His international profile, reputation, and passion for Scotland sparked attention in the media, among colleagues, and across the wider public.

“It brought tremendous energy and curiosity about what’s next for the Theatre.

“What’s particularly gratifying is how all this amplifies the momentum the Theatre was already building – opening our Studio, upgrading and extending the theatre spaces, welcoming record audiences, and producing more work each year than any other theatre in Scotland.

“Alan’s arrival has helped shine a spotlight on all that. We’ve certainly felt the buzz, and the team is excited to have Alan join the journey.”

Giving audiences what they want

Presently, the Theatre is in the midst of a summer programme which includes plays and musicals such as Grease, The Great Gatsby, The 39 Steps and Sunshine on Leith alongside new works and inspiring collaborations.

Getting the mix right for audiences is critical and will also guide the new Artistic Director’s programme for next year.

“There’s always a balance to strike between delivering a compelling programme and ensuring we remain financially and operationally strong. This season, the focus is on serving our audiences with a mix of work that feels both familiar and fresh, while continuing to reach new people.

“We’re in the middle of a particularly exciting period – delivering a hugely busy and popular summer programme, while also planning for 2026, Alan’s inaugural season. We often talk about improving lives by sharing Pitlochry with the world– and the world with Pitlochry – and that guides our day-to-day thinking.”

Kris Bryce was talking to Perthshire Business News.

Find out about Pitlochry Festival Theatre, here: www.pitlochryfestivaltheatre.com