Alex Homfray
Cultural Destinations

Expert in culture including art, museums, music and theatre.

I help the leaders of culture organsations to secure investment, transform their businesses, reach new audiences and grow their impact.

You can expect to receive:

Clear strategic advice underpinned by robust analysis. I am on your side but I will challenge.

Director-level skills and additional capacity to establish major projects and deliver change.

Highly professional reports and presentations that help secure funding and support.

I lead all Alex Homfray Cultural Destinations projects, and can draw on trusted associates whose skills complement mine.

My services

1. Delivering transformation and growth

The National Theatre in London is arguably the most significant theatre in the world, reaching 30 million people per year through its live, broadcast and online work, learning activity, and communications.

For several years I have advised the NT's leadership on strategy and business planning, and helped establish new projects that contribute to the theatre's development and growth. As part of this, I led the business case that unlocked £26m government funds for vital building works.

The Stage Awards 2023 Theatre of the Year

Handel Hendrix House reopened in 2023 after a major redevelopment, bringing the historic homes of composer Handel and rock star Jimi Hendrix to life with recreated rooms, exhibitions, live music and immersive features. As Project Director I led this innovative project from concept to delivery.

Highly Commended, Georgian Group Architectural Awards 2023

RIBA London award 2025

RIBA London Conservation award 2025

The V&A Museum acquired the David Bowie Archive, the first acquisition of a major pop/rock archive by a national museum, and now a centrepiece of the acclaimed V&A East Storehouse. I worked with V&A leaders to plan the acquisition and develop concepts for Bowie exhibitions, research and learning programmes.

The Burrell Collection in Glasgow is looking glorious once more after its £60m restoration – I led the detailed market appraisal and business plan that helped unlock the funding.

Museum of the Year 2023 award

Civic Trust Award 2023

Five Scottish Design Awards

The London Museum is counting down to the opening of its £437m new home in late 2026. I led the feasibility study and market appraisal that convinced the museum governors and their funders to green-light the new museum, which is one of the largest cultural building projects in the world.

Theatr Clwyd, the largest producing theatre in Wales, has reopened to great acclaim following its redevelopment. I prepared the new business plan and the ‘Green Book’ business case that unlocked £25m from Welsh Government.

Shortlisted for The Stage Awards 2026 Theatre Building of the Year

Alexandra Park & Palace has launched its Strategic Plan 2025-2035, which I created with its leaders. The Strategic Plan will guide investment and growth at the much-loved London venue. Deepening its environmental sustainability, financial resilience, partnerships, and impact.

Pitlochry Festival Theatre has opened a new studio theatre and outdoor theatre, Phase 1 of a major transformation of the complex. I supported the CEO to plan the project and transition the business model, and led the business case that secured £10m City Deal funds.

2. Securing investment

This wasn’t part of the plan, but I’ve gained substantial experience of preparing detailed business cases that unlock public funding.

The National Theatre (£26m UK Government)
Theatr Clwyd (£25m Welsh Government, £8m Flintshire Council, £5m Arts Council Wales)
Pitlochry Festival Theatre (£10m Scottish Government / Tay Cities Region Deal)
The Burrell Collection (£60m from Glasgow Council, UK Government & Heritage Lottery Fund)
Birmingham Symphony Hall (£6m awarded by Birmingham LEP, £3.5m by Arts Council England)

I have also worked on many major bids to the National Lottery Heritage Fund, Arts Council England, trusts and foundations.

“When you’re planning a major project you need people who have a knowledge of your job, the challenges you are undertaking, an eye for detail, a clarity as to how they can support, question and progress your aims. Alex offers all of this whilst (and this is key) delivering quality work with enough autonomy that you and your team can continue with your day to day tasks. Add all this to the confidence offered to major stakeholders through his approach and you get high quality, hands on consultancy support.”

Liam Evans-Ford
Executive Director, Theatr Clwyd

I love working in this sector and am always happy to chat.

But please understand that I invest my time carefully – for example I rarely join teams making speculative pitches.

You can email alex_homfray@yahoo.co.uk

Or find me on LinkedIn

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