TGt Meets…Laura Sackett of BIC & Bournemouth Pavilion

Learn about Bournemouth International Centre and Bournemouth Pavilion from their Entertainment Marketing Manager, Laura Sackett, in this TGt Meets.

Tell what BIC and Bournemouth Pavilion are and the services you offer.

Bournemouth Pavilion is a 1,400 seat, art deco theatre that opened in the 1920s. It’s a beautiful, listed building that is host to so many events and shows!  There’s comedy such as Alan Carr, Dawn French, Sarah Millican… there’s music like Gabrielle, 10cc and some fantastic tributes to a whole range of artists. Let’s not forget the West End musical tours that come to Bournemouth too. In 2023 alone, we have Sister Act, Ghost the Musical and Chitty Chitty Bang Bang. Panto always kicks off early December and takes over the month in that exciting lead up to Christmas. As well as the theatre side, we host regular tea dances in the Ballroom which are a local hit!

The BIC is an arena and can hold up to around 6,000 people. We’ve had some incredible artists over the years – Michael McIntyre, Busted, Micky Flanagan, Judas Priest to name a few! The shows at this venue are usually big names in music and comedy but that’s not all that’s on offer. Coming up in the next couple of years is Riverdance, War of the Worlds, Harlem Globetrotters… a real variety!  The BIC is also home to our very own Bournevaria Oktoberfest in October, and Cool Coast ice rink that is open December-February.

What does your day-to-day look like as the Entertainment Marketing Manager?

I manage an amazing team of three Marketing Executives (Ellie, Rachael & Laura) and one Marketing Assistant (Liv).  We are a very collaborative team and are constantly sharing ideas and coming up with new ideas, mostly from just chatting things through and bouncing off each other!  We make sure that new shows are announced, pre-sales are communicated and manage the marketing process of new shows going on sale.

Following a show going on sale, campaign planning starts and this, along with the execution is expertly managed by the team. I look at project work, partnerships, venue marketing and anything else that comes my way as well as overseeing the show processes from a marketing perspective.

What prior experience do you feel prepared you for your current role?

I’ve worked in marketing and events since 2009, working my way up from Marketing Co-ordinator to where I am now. I’ve had experience at digital agencies, in health insurance (AXA Health), in luxury paint (Farrow & Ball)… so have gained marketing knowledge in a few industries. The majority of my experience was at Merlin Entertainments though where I worked in a number of visitor attractions and at the head office. I often draw on my time in this area of the tourism industry as tourism is a big part of what I do now.

Why should customers choose BIC or Bournemouth Pavilion over to other venues in Dorset?

We have a loyal customer base who are local and also those who holiday in Bournemouth and look forward to coming back to our venues. That says a lot in itself! 

The BIC is included in some amazing arena tours and can be one of the only venues in the South that has a particular artist visiting, so we’re your only chance!  We do see a lot of people travelling for big artists too. The venue is an arena, but a small one compared to the likes of the O2 and people like the intimacy of a smaller space.

The Pavilion has a certain charm and offers such a variety of entertainment. You can see a mind-blowing presentation by Brian Cox one night, an all singing, all dancing West End musical the next, and a tribute to Fleetwood Mac the next! There really is something for everyone.

What strategies do you employ to engage audiences when promoting upcoming events?

Our social channels and regular emails are where customers can rely on seeing new show announcements, pre-sales, latest shows on sales and reminders of what’s coming up soon. Each show has its own artwork so there’s always something different to see!

Each show also has its own audience so we create marketing plans that are tailored to them.  We would advertise at AFC Bournemouth’s ground for the upcoming Harry Redknapp show for example, or along the seafront to capture the crowds there for a show coming up in Summer.

What is the work culture like at BIC & Bournemouth Pavilion?

I mentioned earlier that our team is collaborative and I really mean that. I’m so proud of the Entertainment Marketing team & the work that is produced. We encourage a completely open working relationship with each other, no idea or comment is silly, and that includes with all the teams around us who are essential to processes running smoothly. We get the work done & we certainly have fun doing it!