A COMMERCIAL company should run the newly-developed Weymouth Pavilion which is currently failing to meet targets, a new report recommends.

Under the proposals the borough council will continue to manage the 'unappealing' Pavilion in a bid to boost poor ticket sales until the multi-million pound complex is built in three to five years' time.

Councillors are being asked to put the running of the new theatre out to tender, in a report by the council's corporate director Bridget Downton.

She says the Pavilion has 'unattractive facilities', a limited show programme, poor road access and is losing out on trade to Poole Lighthouse.

In the report, Miss Downton said: "In our consultants' view, the lack of experienced programming knowledge, combined with the low physical appeal of the venue to audiences, limits the range of shows. This means that there has been an emphasis on programmes that are perceived to be popular, such as light entertainment and tribute bands."

She continued: "It is important to emphasise that this is not a reflection on the existing management team at the Pavilion. They have done a good job, despite having little previous experience."

The review describes Weymouth Pavilion as being in a 'fair but tired condition' and says the building lacks 'audience appeal', which is reflected in the lower than average ticket price achieved.

An analysis of nine seaside theatres showed tickets cost £10.86 on average, while the average entry charge to a Pavilion performance is £7.66.

Ticket sales have risen over the last year but the average capacity for a professional performance is only 50 per cent, according to the report.

It says local groups account for almost a third of the Pavilion's timetable but a large subsidy would be needed for this service to continue.

Miss Downton recommends the council to investigate new ways of increasing income from the Pavilion, consult with management companies, carry out a survey on types of shows people would attend and review how community needs are met by the venue.

The report is due to be discussed at the council's management committee meeting tomorrow.