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From Park End to the West End - MBA alumnus Huw Allen takes two productions on tour

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It is said, an MBA from Saïd Business School (on Park End Street) gives you the confidence to do what you should have been doing all along – whatever it is.

It is certainly true for Huw Allen. The MBA alumnus and new theatrical impresario has two shows set to open in the next few weeks and he also has exciting plans for the future – more later. 

Although Huw had previously worked in media and even theatre, he did so as an employee. It was not until after his MBA that that he took the plunge to work independently with a partner, Joshua Beaumont, to bring high-quality theatre to the stage. The two shows set to start typifying the aim of this new venture. 

The 30th Anniversary tour of Yasmina Reza’s ‘Art’ opened last week, with a nine-dates around the UK. In the 1990s, it ran in the West End for nine years and on Broadway for two and won Olivier, Tony and Moliere awards. This will be the first new production since the original. Meanwhile, Birdsong, based on the international best-selling book by Sebastian Faulks opens this week, with a 17-date tour, extended to February 2025 with more dates in the pipeline.

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Two productions running at the same time? This could be described as impresario territory. Perhaps not Cameron Mackintosh (yet!)  but the pair are already making waves in the theatrical world, moving up and impressing potential partners and performers. However, Huw insists, they are playing the long game.   

It is something he has learned from the MBA: strategy and the importance of having a long-term plan but also a short-term plan. There are already hopeful signs, he says, although anything to do with the theatre means it is essential not to ‘jinx’ the venture by mentioning them. 

In the future, there might be the opportunity to develop productions into television or film – nothing is being ruled out. Their hallmark so far is quality and that is the direction they intend to follow. Right now, though, Huw is fully occupied by their two current productions and by making sure they are a success. 

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‘Maybe I’ll have time to think after that,’ he laughs. You can recognise the MBA in Huw’s talk: ‘I’m relying on my soft skills now, the personable elements, even though currently we are developing four, five or six other projects at different stages.’

Before Oxford, Huw had a busy career, working for leading companies, such as Apple and Google. He says: ‘It was great. But I provided services for others and I realised something was missing. I felt unfulfilled. That’s why I came to Oxford Saïd to take the MBA…I was always more interested in the business side of showbusiness, so it seemed the right thing to do. 

‘It aligned with my skills. So, I did the MBA. The first week, I realised this was the best decision I had made in my life. I was finally among ‘my people’, people who were interested in business, excited by it.’

Huw says simply: ‘The MBA made me understand my own ability. I didn’t have any fear in Oxford. I asked questions because I wanted to know the answers, not to look clever. I broke out of my world and realised that my skills aligned with a more interpersonal setting.’ 

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Huw adds: ’It really has helped me.’ 

But how does an MBA lead you to be an impresario?

‘Showbusiness and theatre are so unique,’ says Huw. ‘Luckily, I have the skills to present that world to people who are not in it. I am passionate about it and can convey that.’

It is a business and, Huw says: ‘There’s always an element of alchemy. But ultimately, it’s a very simple business – how many tickets have you sold? At what cost?’

There is palpable excitement as Huw talks. He is in a hurry, but it is a fast-paced business, so you need to be quick.

‘The route ahead might be unclear,’ says Huw, but he knows which way they are going.

Read more about Oxford Saïd's MBA programme.