THE future is finally looking brighter for a Westcliff theatre after years of struggling.

No one was quite sure how to boost the profile of, or audience numbers at, the Palace Theatre, in London Road.

Although the Edwardian building remained high in the affections of Southend residents, not enough of them attended productions to keep it thriving.

On several occasions its doors temporarily closed, while South-end Council looked at how to improve the facility.

Now, it seems, the corner has been turned.

Latest figures show the number of people attending shows at the theatre is on the up.

In the first seven months of this year, more than 41,500 people booked tickets for 180 performances.

In 2008, the numbers were 33,500 people attending 160 shows.

The unexpected turnaround has come since Southend Theatres, which also runs Westcliff’s Cliffs Pavilion, took over management on the council’s behalf.

Marketing manager Paul Driscoll said: “We are delighted the shows at the Palace Theatre are doing so well.

“Certainly, it has been the best first half of the year for a long time, for the number of people attending – perhaps even an all-time record.

“I think the variety of shows we have been putting on is very much to do with our recent success.

“We now have a mixture of touring productions, music, comedians, amateur dramatics, dancing schools and monthly film shows.

“It is the mixture of week-long touring plays and single-night performances which is proving to be a winner.”

The Palace was given something of a boost after the closure of the New Empire Theatre, in Alexandra Street, Southend, as amateur shows and other performances moved to the Palace.

However, Paul said this was not the only reason why more societies were choosing to come to the Palace.

He added: “Some of the shows have come from other venues across the town, not just the New Empire. I think people are realising we have excellent facilities now, and we can also arrange reasonably-priced deals for local societies.”

Last week, a touring production of Porridge, starring Shaun Williamson, was staged at the Palace and, between now and Christmas, there will be productions of the Grass is Greener and Absurd Person Singular.

The festive season gets into full swing when this year’s Christmas show, the Lion, the Witch and the Wardrobe, opens, on December 11.

Paul said: “Already we have sold about 6,000 tickets, which is very good in comparison with previous years. We are hoping, by the end of the Christmas run, it will have been a highly successful year for the Palace.”

During the summer, when the theatre was closed, extensive refurbishment work was carried out to improve facilities for the public and secure the theatre’s long-term future.

The council and Southend Theatres have worked together on a complete overhaul of the stage rigging system, updating it to a modern facility.

Paul said: “This work was essential to ensure the efficient and safe staging of visiting shows and has helped to ensure the varied programme of touring productions will continue to play at the Palace.”

A lift has also been installed to give easy access to the first-floor Dixon Studio, which is mainly used by community groups.

The Palace Theatre Club also made a donation, which went towards the purchase of new stage curtains.

The theatre’s director, Ellen McPhillips, said: “Working in partnership is the key to success for the Palace Theatre.

“I greatly appreciate everyone’s contribution to this programme of works.

“The additional investment is a great boost and sets the theatre up well for an exciting autumn season ahead.”