Wrapping Up 2024:
A Year of Growth, Challenges, and Big Wins

As 2024 draws to a close, I find myself reflecting on my first full year as a self-employed consultant and project manager—and wow, what a journey it’s been. If I’m honest, I often get caught up in the day-to-day grind, hyper-focused on what’s next or dwelling on the contracts that didn’t come through. But when I stop to look back, I’m genuinely amazed by everything I’ve achieved, the incredible people I’ve worked with, and the lessons I’ve learned along the way.

When I launched my website earlier this year, I ambitiously promised myself monthly blog updates as a way to reflect and document my work. Clearly, that didn’t happen! But hey, there’s no better way to end the year than with a wrap-up of some of the highlights of my year.

Rediscovering the Magic of Relaxed Performances

Let’s start with a moment that truly reignited my passion for what I do: the first relaxed performance of Mrs. Doubtfire: The Musical. My experience with relaxed performances began in 2016 when I worked on an autism-friendly showing of Wicked. Watching families feel completely at ease in the theatre for the first time—children expressing themselves freely, parents not worrying about disturbing others—was transformative.

Fast forward to this year, and I was leading the charge for Mrs. Doubtfire. I’ll admit, I was so focused on the logistics—developing resources, coordinating chill-out spaces, liaising between theatre, production, and consultants, and ensuring the day ran like clockwork—that I almost missed the beauty of it all.

Then, during the interval, I met a mum and grandmother in one of the chill-out zones who shared how performances like this were the only way their child could experience theatre. Their gratitude reminded me why this work matters. This wasn’t just another performance; it was a lifeline for families who often feel excluded from these spaces.

We Are Parable: Turning a Dream Into Reality

In 2017, I first discovered We Are Parable, an organisation championing Black filmmakers and creating extraordinary experiences to celebrate their work. I was in awe of their mission and quietly promised myself that one day, I’d work with them. This year, that dream became a reality.

I joined as Marketing Lead for their first feature film release, Earth Mama (a BAFTA-winning film—go stream it!). Working with them taught me so much about the power of meaningful connections. Their ethos, “Experience Over Everything,” profoundly shaped how I now approach my work. It’s not just about getting people through the door; it’s about curating experiences that resonate deeply and leave a lasting impact.

The Diana Award: Honouring a Legacy

One of the most memorable projects this year was managing events for The Diana Award’s 25th anniversary, including the Legacy Awards. Supporting young changemakers who are already transforming their communities was inspiring beyond words.

From coordinating travel for 20 young leaders from around the world to managing logistics for the award ceremony and coordination of high-profile guests and Kensington Palace, this project was incredibly rewarding.

But beyond the glitz and glamour, what stood out most was the organisation’s commitment to creating environments and providing the resources for young people to thrive. Princess Diana has always been someone I admired, so working with an organisation that continues her legacy was a proud moment for me. Her belief that “young people can change the world” mirrors my own philosophy and drives everything I do.

Pay What You Can: Breaking Down Barriers

One of the initiatives closest to my heart this year was launching a Pay What You Can scheme for Mrs. Doubtfire: The Musical. As someone who grew up experiencing periods of homelessness and facing financial barriers to the arts, I know firsthand how transformative these experiences can be.

This scheme isn’t just about offering cheap tickets; it’s about challenging the notion that theatre is only for the wealthy and making it clear that it belongs to everyone. Theatre has a unique power to immerse you in stories from around the world, and the only way to sustain that magic is by opening the doors to people from all walks of life.

While financial barriers are only one part of a bigger problem, it’s exciting to see the change happening. The enthusiastic support from senior leadership at Jamie Wilson Productions (JWP) and Shaftesbury Theatre team, as well as the overwhelmingly positive response from audiences have been incredible. I’m eager to refine and expand this initiative in 2025.

TheatreCraft: Building the Future

This year marked my first time at TheatreCraft, and I was proud to be there representing JWP and all their shows. Spending the day speaking with young people about their aspirations and challenges was eye-opening. It reinforced my belief that the industry has a responsibility to demystify creative careers and actively build pathways for emerging talent.

More importantly, it’s not about creating opportunities for them—it’s about co-designing these pathways with them. Their insights are invaluable, and I’m committed to ensuring that their voices remain central to the work I do.

Big Lessons From Small Teams

This year also marked my second time working with KDE Dance. It’s always an honour when a client invites you back. This collaboration reminded me of the joy of working with a small but ambitious team.

From developing educational resources to creating social stories and impact reports, I had the chance to work across various facets of their projects. KDE Dance’s commitment to making accessibility integral to their work—not an afterthought—has been truly inspiring. It’s challenged me to think critically about how I can make every project I touch more welcoming and impactful for all audiences.

An Unexpected Honour: Being Nominated for an Award

One of the biggest surprises this year was being nominated for the Creative Success Award at the Community, Corporate& Culture Awards. While I wasn’t shortlisted, it was a true honour to be recognised by someone I deeply admire in the outreach and audience development space.

These awards celebrate excellence across industries and highlight the individuals and initiatives driving meaningful change in communities. There aren’t many awards (if any!) in the performing and visual arts industry that recognise Audience Development work, so this nomination came as a complete shock—and an incredible honour.

Audience development has always been at the heart of my work. It’s about creating spaces where everyone feels seen and valued, breaking down barriers to access, and championing inclusion. To have this work recognised by the CCC Awards was a moment of deep pride and reflection for me.

Looking Ahead

2024 has been a year of growth, discovery, and plenty of lessons learned. It’s reminded me of the power of collaboration, the importance of meaningful experiences, and the joy of doing work that makes a difference.

Authenticity has always been central to my work. I firmly believe the creative industry has so much to gain by being more open and accessible. While progress has been made in DEI efforts, we’re still far from embedding these principles into the industry’s core practices. Much of my work feels like retrofitting accessibility into projects rather than it being considered from the outset.

In 2025, I want to focus more on how policies can drive long-term change, reducing the reactive work that so many in outreach and audience development are tasked with. I’m also keen to explore ways to break down silos and foster collaboration across the industry, sharing resources and learnings to amplify impact.

To everyone who’s been part of my journey this year—thank you.

Here’s to the future of better access and inclusion in the creative industry!
Natalie