
SERVICES
Producing, General Management, Casting, Consultancy & More
With decades of experience across the West End, Broadway, Australia, and international touring, Daniel Sparrow Productions offers expert producing, consulting and theatrical general management services with a hands-on, friendly, and collaborative approach. We provide proactive, solutions-focused support at every stage of production, balancing creative vision with operational precision. Whether acting as Producer, General Manager, Casting Director or Consultant, we offer end-to-end expertise: from budgeting and contracting to company care and crisis-solving. With experience, professionalism, and creative insight, we help realise productions that run smoothly and ensure every stakeholder, from creative teams to investors and company members, feels informed, included, supported, and successful.
CREATIVE COLLABORATION
ARTISTIC VISION SUPPORTING BOTH CREATIVE AND COMMERCIAL NEEDS OF A PRODUCTION
Contributing a sharp creative eye and a collaborative sensibility to every project, offering artistic input that supports bold ideas while respecting the unique voice of each creative team member. Shaping the vision without overshadowing it, providing guidance that balances storytelling instinct with strategic clarity aligned with commercial sensibility.
CREATIVE DEVELOPMENT
FROM CONCEPTION, WORKSHOPPING, READINGS, SHOWCASES TO FULL REALISATION
Championing emerging talent and original material, we invest in robust creative development processes that support new work from page to stage. This includes producing and managing readings, workshops, showcases, and concerts, through to the full realisation of commercially viable theatre productions. Our approach is collaborative, strategic, and rooted in a passion for developing bold new voices and compelling stories.
ACCOUNTS & P&L ACCOUNTABILITY
ACCOUNTING, INVOICING, APPROVALS, PAYROLL
& FINANCIAL MANAGEMENT
Oversight of all local and international accounting matters, including full P&L accountability and multi-currency financial reporting. Liaison with accounting teams, suppliers, and vendors specialising in live entertainment, with responsibility for budget supervision, invoice approvals, payroll, cost coding, royalties management, and venue contra reconciliation and analysis. This comprehensive approach ensures financial accuracy, transparency, and strategic oversight throughout the life of a production.
LEGAL & REGULATORY INTEGRITY
LIAISING WITH LEGAL REPRESENTATIVES ACROSS MULTIPLE JURISDICTIONS
Ensuring that all contractual, licensing, and co-production arrangements are compliant with relevant legal frameworks. This includes adherence to union agreements, labour laws, intellectual property rights, and venue regulations. We take responsibility for ensuring that all productions operate in full compliance with UK and international legal standards - governmental, union, and industry-specific - providing producers and stakeholders with confidence in the lawful and ethical execution of their productions.
VENUES, CONTRAS & STAKEHOLDERS
VENUE & REHEARSAL ROOMS HIRES, SITE LOGISTICS,
& STAKEHOLDER MANAGEMENT
Proactive and collaborative management of venue relationships, including negotiating venue hires, overseeing contra deals, and ensuring accurate invoicing and recharges. We maintain strong communication with venues and vendors to support smooth operations, optimise financial efficiency, and uphold the integrity of contractual agreements throughout each engagement.
PROGRAMMES & MERCHANDISE
FROM PROGRAMME PAGE
TO MERCH STAND:
BRAND INTEGRITY DELIVERED
Oversight of merchandising strategy and practices, with a focus on maintaining brand integrity throughout the design, development, and execution of merchandise operations. Actively involved in the layout, content compilation, and proofing of programmes and souvenir brochures - ensuring accuracy, consistency, and visual impact in every detail.
INVESTMENT PROSPECTUSES / INFORMATION MEMORANDUMS
CLEAR AND COMPELLING.
DESIGNED TO ENGAGE & INFORM.
Compilation, design, and distribution of comprehensive investment prospectuses (UK) and information memoranda (Australia) to support investor and contributor engagement. Each document is tailored to the production, providing clear budget summaries, recoupment forecasts, and detailed production information, designed to inform, inspire confidence, and encourage participation.
CREATIVE & ARTIST
NEGOTIATION
A-LIST ARTIST & CREATIVES
NEGOTIATION, CONTRACTING & EXECUTION
First-class deal negotiation, artist and agent liaison at the highest levels, and end-to-end contracting for full creative teams and casts across West End, UK regional touring, and Australia, adhering to the relevant union and collective agreements. Additional expertise in international contracts and artist exchange agreements.
CORE CREATIVE TEAM ASSEMBLY
ASSSEMBLING
WORLD-CLASS CREATIVE TALENT FOR WORLD-CLASS PRODUCTIONS
Combining decades of artistic instinct with commercial acumen, we assemble world-class creative teams tailored to each production’s unique vision. With a deep network of leading industry professionals, we ensure every project is equipped to deliver on both its creative ambition and commercial objectives, building teams that turn ideas into outstanding theatrical experiences.
THEATRE TAX RELIEF
& SUBSIDIES
OPTIMISE TAX RELIEF THROUGH THE UK'S TTR INCENTIVE SCHEME
& OTHER SUBSIDIES AND GRANTS
Experienced in preparing and submitting UK Theatre Tax Relief (TTR) claims, as well as navigating similar incentive schemes in international territories. Services also include drafting and supporting grant applications and subsidy proposals, with a clear understanding of eligibility criteria, cultural value frameworks, and the financial reporting required for successful outcomes.
GLOBAL LICENSING MANAGEMENT
LICENSING OF
PLAYS & MUSICALS INTERNATIONALLY
Extensive experience managing international licensing from both licensor and licensee perspectives, including full oversight of the global licensing of All About My Mother. Expert in navigating the complete licensing process—from proposal to contract execution, while maintaining rigorous quality control and approvals oversight to protect the integrity of the work across all markets.
UNDERLYING RIGHTS, RIGHTHOLDERS & IP
ACQUISITION & NEGOTIATION OF LICENSES & RIGHTS FOR IP,
RIGHTS HOLDERS RELATIONS
Experienced in the acquisition and negotiation of theatrical rights and intellectual property licenses, including drafting proposals, managing rights applications, and securing approvals from major rights holders and estates. Upon acquisition, we lead the negotiation of terms and licensing agreements with care, clarity, and strategic insight. A highlight includes securing the underlying rights to Pedro Almodóvar’s All About My Mother in 2005—the first time in over 20 years that Almodóvar granted permission for a stage adaptation of one of his films.
CAST RECORDINGS, FILM/PHOTO SHOOTS & PRO SHOTS
COORDINATION AND CLEARANCES FOR RECORDINGS
& FILMING
Oversight and coordination of cast recordings, professional filming, and photography, including full studio cast album production, pro-shot filming for archival or digital streaming purposes, and the arrangement of professional and press photo calls. Experienced in managing clearances, logistics, and schedules to ensure creative, technical, and contractual alignment across all recording and media capture activities.
INVESTOR
RELATIONS
& REPORTING
CONSISTENT REPORTING THAT BUILDS INVESTOR TRUST WITH CLARITY AND CARE
Comprehensive investor relations services tailored to meet the needs of each investor, with a focus on consistency, transparency, and inclusion. Regular, detailed reporting and clear communication help foster long-term trust and engagement, building strong, enduring relationships that support the ongoing success of every production.
BUDGET & FISCAL MANAGEMENT
BUDGET PRECISION, CASH FLOW TRACKING & ESTIMATED FINAL COSTS (EFC) OVERSIGHT
Comprehensive budget and fiscal management services include detailed pre-production and weekly running budgets, profit and loss forecasting, total season profit analysis, and cash flow scheduling. This encompasses theatre seaters, travel budgets, union bonds, and advance planning. During the run of a production, we oversee the tracking of weekly operating expenses and maintain up-to-date Estimated Final Costs, with clear and consistent financial reporting to stakeholders throughout.
CASTING & HR
EXPERTISE
COLLABORATIVE CASTING, RECRUITMENT
& REPRESENTATION
Collaborative casting and full-service HR management across all areas of production. Liaison with leading Casting Directors and Creative Teams to cast or re-cast musicals and plays, including full oversight of audition logistics and casting administration. End-to-end casting services are also available for external producers. Additional HR and recruitment support is provided across departments, with a strong commitment to diversity, equity, and inclusion in every aspect of casting and workforce management.
PRODUCTION &
TOUR SCHEDULES
STRATEGIC SCHEDULING
FOR NATIONAL
& INTERNATIONAL TOURS
Expert planning and coordination of production schedules for touring shows across the UK and international territories. From initial timeline development to routing alignment, we ensure seamless integration of rehearsals, tech, load-ins, travel, and performance schedules. Working closely with creatives, technical teams, venues, and presenters, we balance artistic needs with logistical realities—maximising efficiency, minimising downtime, and keeping productions running smoothly on the road.
UNIONS &
INDUSTRY AWARDS
UNION RELATIONS & EXPERIENCE:
UK - SOLT/Equity/ITC/UK Theatre / Equity / MU AUS - LPA / PCA / MEAA
Extensive working knowledge of union and collective agreements across the UK, including SOLT, Equity, BECTU, UK Theatre, ITC and the MU, and in Australia, with MEAA, the PCA and Live Performance Australia. Experienced in negotiating directly with union representatives and overseeing compliance across a wide range of productions. In both the UK and Australia, Artist Exchange Agreements have been negotiated with MEAA and local US and UK Equity branches. Familiarity with the complexities of engaging international performers under these frameworks ensures productions are fully compliant across borders and jurisdictions.
WORK PERMITS, VISAS & INT'L EXCHANGES
VISA APPLICATION PROCESSES
incl. WORK PERMITS
& ARTIST EXCHANGE AGREEMENTS
Experienced in securing foreign entry and work permit approvals, with a strong track record of managing visa processes and ensuring compliance across multiple jurisdictions, including the UK, Australia, Singapore and China. This includes the successful execution of Artist Exchange Agreements between Equity UK, Equity USA, and MEAA Australia, facilitating the smooth engagement of international talent across borders.
BOX OFFICE &
SALES PERFORMANCE REPORTING
TICKETING ANALYSIS:
FROM SALES REPORTS TO STRATEGY
Monitoring and analysis of ticket sales across single productions or multiple productions internationally, with a focus on actionable insights and performance tracking. Strong, trusted relationships with venue box office managers and staff ensure clear communication and data integrity. Additional support provided in coordinating group sales launches and identifying opportunities to optimise revenue throughout a production’s run.
ROYALTIES REPORTING & DISTRIBUTION
TRANSPARENT, TIMELY
ROYALTY MANAGEMENT
Provision of accurate, transparent, and timely royalty reporting and distribution services for productions of all scales. With a clear understanding of licensing agreements, stakeholder obligations, and international rights structures, we ensure that creatives, rights holders, and investors are paid correctly and on time, every time.
PROJECT & EVENT MANAGEMENT
SEAMLESS COORDINATION WITH TECHNICAL PRODUCTION MANAGEMENT TEAMS
Every great show starts with great planning - and we offer Comprehensive Project and Event Management, overseeing every logistical, contractual, and operational element required to bring a production or live event to life. From initial planning through to final delivery, we manage contractual negotiations, health and safety compliance, insurance coverage and contingency planning, day-to-day operational logistics, and budget oversight and approvals. With a focus on clarity, precision, and proactive problem-solving, we ensure that every moving part is aligned, delivering productions that are on time, on budget, safe, efficient, and built for creative and commercial success.
PARTNERSHIPS & CO-PRODUCTIONS
DRAFTING & EXECUTION OF PARTNERSHIP & CO-PRODUCTION AGREEMENTS
We specialise in drafting and executing partnership and co-production agreements that are clear, commercially sound, and tailored to the unique demands of theatrical production. With a deep understanding of rights management, financial structures, and creative collaboration, we help producers, presenters, and investors build strong, transparent relationships that set the foundation for successful, sustainable productions.
FUTURE LIFE & LONG TERM STRATEGY
STRATEGIC TOURING,
FUTURE POTENTIAL & EXPLORING NEW MARKETS
Offering strategic counsel on future life planning for productions, including advising on viable territories and identifying new markets for UK and international touring. Services include preparing detailed touring budgets, negotiating commercial terms with local presenters and venues, and managing the ongoing operational and creative needs of each tour. With a focus on sustainability, audience growth, and profitability, we help productions realise their full potential well beyond their original run.
MARKETING, PR & SOCIAL MEDIA
STRATEGIC CAMPAIGN OVERSIGHT - MAKING NOISE ON AND OFF THE STAGE!
Full supervision and strategic oversight of marketing, publicity, advertising, social media, and promotional campaigns, delivered in close collaboration with the production’s appointed marketing, advertising, and press agencies. From launch through opening (press) night, and maintaining campaigns through to closing, we provide clear direction, coordination, and campaign oversight to ensure maximum reach and impact.
TRAVEL & TRANSFER LOGISTICS
FULL COMPANY TRAVEL COORDINATION + PER DIEMS.
TRANSFER/TOUR LOGISTICS
Comprehensive coordination of domestic and international touring logistics for artists, musicians, and crew - including hotel bookings, accommodation arrangements, air and ground transport within the UK and globally, with particular experience across Australia and Asia. Oversight of per diem distribution and full oversight of the management of physical production transfers between venues, both nationally and internationally.
HOUSE SEATS & AWARDS TICKETS MANAGEMENT
COORDINATING PRESS NIGHTS, VIPS, VOTERS, PRODUCER GUESTS & COMPANY TICKETS WITH CARE
Daily management and allocation of house and producer seats, including opening night, press performances, and voter tickets for awards events such as the Olivier Awards. Oversight of ticket requests, allocations, and distribution for industry voters, creatives, producers, and VIP guests - ensuring access is coordinated efficiently, diplomatically, and with attention to detail.
CORPORATE SOCIAL RESPONSIBILITY
THEATRE THAT GIVES BACK WITH A PURPOSE-DRIVEN BRAND STRATEGY
Supporting the building of brand loyalty through community inclusion, education programs, and charity partnerships, alongside promoting diversity and equality.