Empire’s marketing man strikes out on his own

Jul 17 2008 by Alistair Houghton, Liverpool Daily Post

ONE of the best-known theatrical marketers in Merseyside is starting a new act in his life by setting up his own business.

Bill Elms is leaving his role as head of sales and marketing at Liverpool Empire Theatre to set up marketing and PR company Bill Elms Associates.

The firm will focus on live entertainment both locally and nationally.

Mr Elms started his career in live entertainment 21 years ago as an usher at the Empire, but soon moved into marketing.

He has worked at venues including the Palace Theatre, Manchester and the Alexandra Theatre, Birmingham. He has also worked for the Empire’s parent group, now known as Live Nation, across its 20 venues and has managed campaigns for productions including Chitty Chitty Bang Bang, Phantom of the Opera, Les Miserables, Oliver and Evita.

Mr Elms returned to the Empire eight years ago. He said: “I’ve thoroughly enjoyed my time here, but I’ve always had this dream to set up my own marketing and PR company primarily focusing on marketing and events – exactly what I’ve been doing for 21 years working in live entertainment.

“I’m in talks with some contacts about some national tours at the moment, concentrating on regional venues. So far, so good – it’s going really well.

“There are so many marketing and PR companies out there, doing their events very well with things like opening restaurants and bars.

“I want to concentrate on what I’m good at.”

The Empire’s general manager, Hannah Collins, said: “Bill’s contribution to the company and the Empire has been immense over the years, and I’d like to thank him for all the hard work and effort he has put in.

“I am sorry to see Bill go, but wish him the very best of luck in his exciting new venture.”

alistairhoughton