During The Big Night of Musicals (a televised celebration produced by the National Lottery and broadcast on BBC One, showcasing performances from major West End and touring productions) one of the most touching moments didn’t come from a spectacular song or staging. It came when the spotlight fell on Graham Simpson, an usher who has worked at Capital Theatres in Edinburgh for thirty years.
Colleagues spoke about his warmth, enthusiasm and the way he makes every visitor feel welcome. The recognition was heartfelt, emotional and entirely deserved. And it reminded me of something essential:
A venue’s magic isn’t only onstage. It’s in its people.
The unsung power of front-of-house teams
Front-of-house roles often don’t receive the same attention as artistic or technical teams, yet they shape the visitor experience in fundamental ways. For many audience members, the FOH team is:
- the first human connection of the evening,
- the reassurance when something goes wrong,
- the warmth that sets the tone,
- and the final memory as they leave the building.
Because they interact with everyone — every age, every experience level, every background — they often carry the emotional labour of the organisation.
Recognition matters because the work matters.
Why celebrating your FOH team strengthens your whole organisation
Honouring people like Graham isn’t just a feel-good moment. It reinforces the cultural values that define strong organisations:
- Respect — recognising that every role contributes to the mission.
- Belonging — showing people they are seen and valued.
- Purpose — reminding the team why their work matters.
- Pride — strengthening identity and connection to the organization.
Recognition boosts morale, engagement and performance — and that directly affects the quality of the visitor experience.
When people feel appreciated, they give even more.
What arts organisations can learn from this moment
You don’t need a televised celebration to shine a light on your FOH team. Meaningful recognition can happen every day:
- Celebrate quiet excellence Notice small acts of kindness, not only big achievements.
- Share stories publicly Spotlights in newsletters, social channels or staff meetings can make a huge difference.
- Mark long service Ten, twenty or thirty years in FOH is an extraordinary accomplishment.
- Seek insight from FOH teams They often know more about visitor experience than anyone else in the building.
Why this resonates with us at Artifax
We work with venues where front-of-house teams are essential to success. Their insights often drive improvements in processes, communication, accessibility and overall audience satisfaction.
Behind every performance or exhibition is a network of people ensuring visitors feel welcomed, safe and supported. We’re proud to help organisations manage the complex operational work that makes this possible.
Graham’s moment in the spotlight was a reminder that excellence isn’t always flashy. Sometimes it’s a warm welcome, a reassuring smile or thirty years of showing up with enthusiasm.
Those moments matter.
Those people matter.
And they deserve to be seen.