Norwich Theatre Royal chief executive Stephen Crocker previews a special day for the city

It is August 1, which is exciting because it means that one of my favourite days of the year is rapidly approaching.

No, I am not talking about Christmas or opening night of our pantomime, Aladdin. I am talking about our annual Open Day.

This year, it is being held on August 24. On this day, Norwich Theatre Royal and Stage Two's doors are flung open wide, and we welcome everyone to come in and see behind the scenes of our amazing theatres.

We have guided tours (including a quiet tour and an audio described tour), chances to get backstage and on stage, see our Associate Company or other artists from our Artist Development programme, discover our Creative Assembly and the changes they are leading, as well as try on panto costumes, play with the sound and lighting and immerse yourself in the joy of theatre!  

Of course, it is fantastic fun, but by opening up in this way and allowing access to all areas, we are lifting the veil on the organisation.

(Image: Norwich Theatre Royal)

It is a pivotal way we can be transparent and showcase who we are, what we do and how we do it. It gives us the chance to demonstrate how we are constantly trying to maximize our impact and be relevant and resonant.

Transparency, openness, and honesty are important in all organisations, but for charities like Norwich Theatre, the Charity Commission says we must live out all these things to ensure the charitable sector and individual charities are seen to be trustworthy.

When we ask someone to donate, become an Ambassador, or become a corporate partner, we are asking them not only to believe in our purpose and mission but also to trust us with their money. Because of this, we in the charity art sector need to explain more than simply what we do and take every opportunity to throw open our doors.

However, it is something that some charities struggle to do well, as the perceived importance of charities remains low; according to research from the Charity Commission, just 56 per cent of the population describe charities as 'essential' or 'very important'.

Arts charities are facing an added perception barrier with public funding for the arts being perceived by some local authorities as being dispensable and Arts Council England’s funding decisions seemingly having become heavily politically-driven. The public does not necessarily perceive funds as going to where they are most needed and for the right reasons.

Norwich Theatre receives no regular subsidy or funding, allowing us far more autonomy than many in the sector who must deliver against often national agenda as contained within their funding agreements.

We are able to respond to where the need is greatest and be far more dynamic. But it does mean if we are to retain the trust and confidence of donors and supporters, we need to become more open about what we do, why we do it, and its overall importance to the national, regional, and local prosperity, both economic and wellbeing.

Norfolk is home to some of the country's 10% most deprived areas. Our children are doing less well in school, and older adults feel more lonely, disconnected, and isolated than ever before

At Norwich Theatre we work with artistic, charity and school partners to create projects that support and enhance emotional wellbeing, develop skills, and inspire ambition. We take our creative experiences into the community to reach those who cannot access theatre by traditional means. We have programmes like My Theatre and bursaries to enable free and low-cost opportunities to take part in our creative experiences.

Although the pressure is high for arts charities to be more open in demonstrating their impact than others in the charity sector, there is a huge opportunity in doing so: to broaden what we can offer in terms of breaking down real and perceived barriers; and in bringing creativity to everyone.

It only works with trust, transparency and openness.