Between running BOS, Nicoll Entertainment, and Troubadour Theatres, he has built a career finding smart, clever ways to make live entertainment work. For Royds, maintaining high production values for younger audiences isn’t negotiable – especially when for many it will be their very first taste of live performance: “Kids’ theatre, there’s good kids’ theatre and there’s bad kids’ theatre,” he says. With many tickets starting at ten pounds for Dinosaur World Live, Royds is acutely aware of the cost-of-living pressures facing parents. “We in our industry are so obsessed with the West End,” Royds says. Beyond keeping venues viable, kids’ theatre acts as the essential grassroots engine for the entire industry.