Bill Elms _320
ONE of the most familiar faces of Liverpool’s theatre scene is moving on to pastures new and has set up his own marketing and PR firm.
Bill Elms, marketing manager at the Liverpool Empire for nearly a decade, began his career at the legendary theatre as an usher some 21 years ago.
He left the theatre this month to start up Bill Elms Associates, where he already represents a number of Liverpool talents hoping to make a national impact, with touring productions and new festivals.
His career at the Empire began when he first took a job to earn some extra cash while studying interior design.
He soon moved from ushering to the box office, and, at 18, had the opportunity to become manager of the department. He left his studies and "never looked back."
After seven years, his first role in marketing beckoned and Bill moved to Manchester Opera House, and then Birmingham Alexandra in a role overseeing 20 venues.
Any job in the capital would have been Bill’s for the taking, but in 2000, he came home to become the Empire’s first dedicated marketing manger – coinciding, he remembers, with the high-profile production of the Phantom of the Opera.
"It’s been fantastic at the Empire, I have loved every minute of it, but I just knew it was time," Bill says.
"I had a dream about three or four years ago to set up my own marketing and PR company concentrating on live entertainment, so this year it was like a New Year’s resolution.
"I wanted to leave when the time was right and see in Capital of Culture year.
"I live in the city, I’m from Liverpool and really wanted to be here for Capital of Culture. The build-up going into this year was fantastic."
Now, having set up office in Fenwick Street, he already has a number of clients – a dance company, record label and playwright among them – and says business is going better than predicted.
He is still working with the Empire on a consultancy basis for this month, to promote its forthcoming shows, Can’t Smile Without You and Cabaret.
"It’s great to have that real mix," Bill says.
"What I loved about the Empire was one day you could be doing opera, the next day it was the Tweenies – and I think that’s given me a real range of experience.
"I’m really sad to leave, but this is exactly the way I wanted to go.
"I’ve got a real vision for the company and I want to turn it into one of the best national agencies in the country."
