Babbacombe Theatre at 40: Colin Matthews’ recipe for success

In an industry often defined by uncertainty, longevity is rare. Yet this year marks four decades since Colin Matthews took over Torquay’s Babbacombe Theatre; a milestone that speaks not only to personal dedication, but to sharp commercial instinct and an ability to adapt to shifting markets.

When Colin assumed control in 1986, the Babbacombe Downs clifftop theatre faced an uncertain future after several disappointing summer seasons. Closure or conversion into an alternative venue was a real possibility.

He recalls: “I approached the council (the owners of the building) and said I’d be interested in taking it on. The early days were tough. Finding the market wasn’t easy.”

Colin entered the role with vast experience in Torbay’s entertainment sector, having run pubs, clubs, and restaurants alongside his well-known Matthews brothers. But theatre presented a different challenge, one closely tied to the health of the local visitor economy.

A key early realisation was that traditional holiday patterns were shifting.

Colin explained: “We saw that people were taking more short breaks rather than extended holidays. So we began marketing directly to hotels to encourage midweek audiences. The hotel community was incredibly supportive.”

This strategic pivot helped stabilise attendance during a period of wider change across British seaside tourism, demonstrating an early understanding that cultural venues must evolve alongside their surrounding economies.

Perhaps Colin’s most significant business decision was moving away from expensive headline acts, a model that was proving financially unsustainable.

“The big names were when we were losing money,” he says candidly. “We discovered it was better to invest in the quality of the show rather than pay someone who would simply take the fee home with them.”

Instead, he developed fast-paced variety productions featuring versatile performers capable of singing, comedy, and sketch work, supported by strong staging, lighting, and costume design. The result was a repeatable product built on reputation rather than celebrity.

Colin said: “People come because they trust the show. We don’t need a top-of-the-bill name.”

For a privately run theatre without access to major funding streams, this approach has been critical to long-term viability.

Unlike many regional venues, the Babbacombe Theatre is not eligible for Arts Council or National Lottery funding due to its business structure.

“My main role is making sure the theatre is financially viable,” says Colin. “Every show has to pay its way.”

While emergency support during the pandemic provided temporary relief, the theatre largely operates without the subsidies that sustain many counterparts.

“We know a lot of theatres run at a loss. Without funding, some simply wouldn’t survive. So we can’t take many chances, we have to make things work,.” said Colin

This commercial discipline has become even more important amid ongoing economic pressures.

Colin says: “The hospitality sector is always one of the first to suffer during a cost-of-living crisis. If people have less disposable income, theatre is something they cut back on.”

Another major shift has been the theatre’s growing reliance on local audiences.

Where once extended holiday stays supported up to six nights of in-house productions each week, shorter visitor patterns required a rethink.

Today, the theatre typically stages its own shows twice weekly, filling the remaining programme with touring productions, including tribute acts and well-known comedians, that appeal strongly to residents.

“The local audience has filled that gap and been incredibly supportive,” says Colin.

“Spreading the risk across the week has worked well.”

It is a strategy increasingly mirrored across coastal cultural venues seeking year-round sustainability.

Beyond ticket sales, Colin sees the theatre as part of a broader creative ecosystem.

Over the years, numerous young performers have progressed from the Babbacombe stage to careers in the West End and beyond.

“There’s a wealth of talent in this region. Seeing people start here and go on to succeed is enormously satisfying,” says Colin.

The theatre also plays a role in driving visitor satisfaction, something he believes should not be underestimated in a destination economy.

He says: ““People tell us they’ve chosen Torquay because of the shows. When visitors go home happy, it enhances their whole holiday experience.”

Balancing artistic ambition with commercial reality is rarely straightforward. Yet Colin credits decades in the industry with sharpening his judgement.

He says: “You develop a sense for what works and what doesn’t. It’s partly instinct, partly watching trends, and partly experience.”

Equally important, he adds, is the team around him:. “Having good people, both front of house and behind the scenes, makes all the difference.”

Asked what he is most proud of after 40 years, Colin does not hesitate. “Saving the theatre and keeping it going is THE achievement.”

Now 80, he has considered stepping back but remains energised by the work. “As long as I enjoy it and feel happy doing it, I’ll carry on. Time has been good to me,” he says

He hopes visitors arriving for the first time notice the same qualities that have sustained the venue since its construction as a concert hall in 1938: comfort, strong acoustics, and an intimacy that performers frequently praise.

Today, the theatre ranks among the top-reviewed venues in the country on TripAdvisor and the highest in Devon, suggesting the formula continues to resonate.

Four decades on, Colin’s tenure offers a powerful reminder that cultural institutions are not sustained by passion alone. They require business acumen, adaptability, and a deep understanding of audience behaviour.

In safeguarding the BabbcombeTheatre, Colin has done more than preserve a performance space, he has reinforced Torquay’s wider visitor economy and demonstrated that independent venues, when carefully managed, can thrive even without a safety net.

After 40 years, that may be the most impressive performance of all.