Vision and mission statements

National Theatre

Vision statement: To make world-class theatre, for everyone.  

Mission statement: We create and share unforgettable stories with audiences across the UK and around the world - whether on our stages on London's South Bank, on tour, in schools, on cinema screens, or streaming at home. We aim to be as inclusive, diverse and sustainable as possible. 

National Theatre's vision statement is fairly simplistic but clearly communicates what they aim to do. It emphasises how they want the productions they show to be the best quality possible, whilst also making it appealing to all people. This suggests that they value diversity and accessibility as this would make sure 'everyone', regardless of race, gender, ability, etc., can enjoy the productions shown there. This is further emphasised in their mission statement, stating explicitly that they 'aim to be as inclusive, diverse and sustainable as possible', which also shows that they're conscious of the environmental impact of their shows. They are making sure they can attract a larger audience globally, and thus increase sales and engagement with the public. 

Royal Shakespeare Company

Vision statement: 

• For Shakespeare’s plays to be enjoyed by a truly diverse audience, representative of the population of the UK and beyond.
• To foster a culture which is confident that Shakespeare is relevant and resonant and a society which recognises that we are all richer if everyone has access to great theatre.

Mission statement: 

• To inspire and captivate audiences and transform lives through amazing experiences of Shakespeare's plays and of great theatre.
• Relevant, resonant and accessible, made in Stratford-upon-Avon, shared across the UK and around the world.

RSC's vision statement establishes that diversity is something they keep at the core of every one of their performances, modernising the cast and characters so the audiences of today are still able to see themselves in shows that have existed for so many years. This then allows them to fulfill the second part of their vision statement, keeping Shakespeare 'relevant'. Updating his plays to fit the modern world means people can still relate to them and will be more likely to pay attention to what they have to say. The same sentiment is carried over into their mission statement, though it explains how they also hope to inspire their audiences as well 'through amazing experiences'. This applies a lot of pressure onto the RSC as they are relying on themselves to make their productions as high-quality as possible so Shakespeare's works can still be enjoyed. Keeping them updated and accessible for all makes this possible as the population now is very different to that of Shakespeare's time. 

The Marina Theatre

Vision statement: To create and deliver an inclusive and entertaining cultural offer for the people of Lowestoft and the immediate region, and to play an active role in the lives of everyone in our town, enabling all to realise their potential and feel part of our thriving community.

Mission statement:

• Provide a cost effective and varied programme of entertainment and cultural activities for the people of Lowestoft and beyond
• Ensure a varied and high-quality live stage programme that reflects the Theatre's capabilities and the demands of the audience
• Ensure the future sustainability of the Marina Theatre as a live performance venue for the region
• Maximise the potential of the Marina Theatre to present further touring productions and work in partnership with other venues and producers
• Develop, promote, maintain and advance community engagement in the arts and culture and raise the theatres profile in delivering such outcomes
• Realise the Marina Theatre's auditorium capabilities as the East of East Anglia's hub for commercial mainstream populist programming 

The Marina's vision and mission statement suggest that their local community is highly important to them, mentioning 'the people of Lowestoft' specifically. Many of their events are for the community and they want to use their resources to connect the locals with the theatre. They want to involve as many people as possible in their events and activities so they can expand their audiences, and receive more publicity through word-of-mouth techniques.