Architecture, Culture and the Economics of a Multi‑Arts Hub

Theatres like BEAM aim to be at the heart of community life, serving as vital cultural hubs that unite people through shared experiences. Live performances and screenings offer more than just entertainment—they provoke thought, foster dialogue, and inspire collective reflection on societal issues.

From the outset the project was conceived as more than just a theatre, as an all-day multi-arts hub it would offer a dynamic programme that ranges from theatre to music, film, and community events anchored by an all-day café and bar. Its presence enriches the cultural fabric of the town, offering a space for both locals and visitors to come together in a shared social environment.

Now shortlisted for the RIBA’s Stirling Prize, the project has won six awards to date. It’s journey has been complex and over six years in the making, however the outcome is transformational for the people of Hertford.

East Herts District Council made the strategic decision to self-fund the project, enabling early certainty in its development and the flexibility to create a space that meets the town’s growing cultural and economic needs. The £30m investment in the redevelopment was a significant financial undertaking, but one designed to ensure the venue’s long-term sustainability and wide-reaching impact. The economic case for this spend is that it enables the venue to be self-sustaining financially.

A varied offering provides both cultural and commercial value, ensuring that the venue can generate revenue from multiple streams. The building includes a 550-seat theatre, state-of-the-art 3-screen cinema, and multiple hireable spaces, all designed to serve diverse audiences and events.

The economic and social impact of a successful theatre can be felt far beyond the performances themselves. The presence of this venue in Hertford will not only stimulate the local economy through increased visitor numbers and spending but will also enrich the lives of visitors by offering them opportunities to connect with others in a cultural and social context.

For such an important building in the town, it was necessary for the architecture to feel rooted in Hertford. Creating appropriate form was a challenge on a tight site, but was to be an important aspect of the building’s identity.

The aspiration was to make the venue more accessible, comfortable and welcoming, appealing to all ages and backgrounds. On a practical level, this involved improved accessibility for disabled visitors and performers, while the exterior view of the building is made up of five different blocks that work separately and in unison together, to create an approachable feel rather than one monolithic structure.

Five clustered blocks with their sloping roof shapes are distinctive and characterful and but allowed the relatively large building to sit comfortably in the picturesque riverside setting in the heart of a historic town. The contemporary sculptural form of the building is a response to the close-knit grain and character of the town, and the chosen cladding material, red brick, is a direct reference to the predominant material of buildings in the vicinity.

Hemingway Design’s branding of the venue as BEAM reflects its ambition to be more than just a theatre, it reflects the building’s aspiration to be a beacon for culture, creativity, and community. Wayne Hemingway has been vocal about the importance of branding to the regeneration of towns and venues in the UK. He believes that towns need to adapt to changing consumer behaviours, focusing more on cultural and social experiences.

Hertford is well positioned to benefit from a large investment in cultural infrastructure. The town’s picturesque setting is one factor, but easy access to larger towns like Harlow and Stevenage further enhance its appeal. This allows Hertford, which is around an hour from London on the train, to be much more than just a dormitory town, it can now punch above its larger local rivals as a destination for leisure and culture.

Now one of the largest venues in the region, as well as the only truly multi-arts all-day building, the venue also taps into the site’s history. The Castle Cinema first opened at the site in 1914, and in 1977 the original Hertford Theatre – then called Castle Hall – was built as a multi-purpose flat-floor hall with a stage and flytower. The stage and flytower have been retained, with the auditorium transformed. This increased flexibility accommodates multi-arts performance, cinema, live music and spoken word to build on the buildings cultural offer.

While BEAM was conceived before the pandemic, it has benefitted from the changes seen in the town since. The shift in commuting patterns post-COVID has been a benefit to towns like Hertford. The trend of people relocating from London, seeking more space and better quality of life, has transformed the daily rhythms of the town. Since the pandemic a greater number of residents work remotely or follow hybrid work models. This keeps Hertford bustling throughout the day, with its cafes, shops, and public spaces seeing increased activity.

With its eye-catching architectural design, BEAM is a landmark for Hertford, attracting visitors from across the region and contributing to the town’s identity as a centre for the arts.