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A new musical exploring resilience and self-discovery, lead produced and general managed by James Steel Productions with full marketing and revenue oversight.
Fly More Than You Fall represented a full-service engagement for James Steel Productions, combining lead producing responsibilities with hands-on general management across every department. Staged at Southwark Playhouse Elephant, one of London's most respected new writing venues, the production demonstrated the company's ability to deliver a complete commercial operation from first read to final bow.
As Lead Producer and General Manager, James Steel Productions oversaw the entire lifecycle of the production. This included assembling the creative team, negotiating venue terms with Southwark Playhouse, managing all Equity and BECTU contracts, and coordinating the technical production schedule. The dual role allowed for streamlined decision-making and tighter cost control throughout.
Beyond the traditional GM remit, James Steel Productions designed and executed the full marketing and revenue strategy. This encompassed audience development, digital advertising campaigns, press and PR coordination, group sales outreach, and dynamic pricing models to maximise per-performance revenue. The integrated approach ensured that commercial targets aligned with creative ambitions from day one.
Southwark Playhouse Elephant has established itself as a launchpad for ambitious new work in London's fringe-to-commercial pipeline. Working within this venue required careful budget management to deliver production values that matched audience expectations while operating within the financial parameters of a 300-seat house. The production built on James Steel Productions' strong track record with London's independent venues.
From first concept to final night, James Steel Productions delivers lead producing and general management that drives both creative excellence and commercial results.
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