THEATRE producer Mark Goucher has been appointed as chief executive of The Everyman Theatre in Cheltenham, in what is seen as a radical step forward by the theatre's Board of Directors.

The move signals the theatre's move towards more co-productions with other national companies, as well as an ambition to begin plays in the theatre prior to transferring them to the West End.

Mark, who takes up his position at the end of this month, will continue to run his successful independent production company and hopes to use his extensive contact list to influence colleagues to bring their shows to the theatre, rivalling Malvern and Bath.

The appointment is unusual because the 50 year-old, who has lived in Gloucestershire for 20 years, has never run a theatre before.  "I came to this from a different angle," Mark explained. "I have had 25 years of producing theatre but have never run a theatre. The board took a risk on me but I am hugely excited. I have a lot to learn but I am very enthusiastic.

“Cheltenham is the only theatre I have ever had an interest in running. Gloucestershire is my adopted County and is where I call home. I will embrace this challenge to work with the staff and trustees to continue to present high quality and diverse work for the whole of Gloucestershire."

Protecting the theatre's programme of studio work, community and education work is of huge importance to the incoming chief executive. "Our outreach work needs to be protected," Mark said. "We need to make the main house profitable so that the outreach work can continue."

Bringing in a new audience will also be key for Mark. "We have to put on shows that a younger audience will be interested in. I am already in talks with producers about bringing their shows here."

He will be taking over from Geoffrey Rowe, who is stepping down after 11 successful years building up the theatre’s artistic reputation and financial strength. "Geoffrey has done a great job," Mark acknowledged. "He has overseen the restoration of the theatre. Actors love playing here."

Clive Thomas, chairman of the Board, said: “The trustees and directors of the Everyman are terrifically excited at this important appointment of Mark Goucher as chief executive, building on the considerable achievements of Geoffrey Rowe and helping us to move this already excellent regional theatre to a new level with even more national prominence for the quality of its work and contribution to the region and community it serves.”