The Cheltenham Trust has appointed its new CEO, with Jessica Brewster joining from The Roses Theatre in Tewkebury to create 'a new direction' for the organisation.
Jess has an exemplary track record, bringing a wealth of experience in leadership and organisational, programmatic and operational strategy, as well as a background in theatre and TV production, having produced shows including Great British Bake Off.
Over the last six years under her tenure, The Roses Theatre has rebuilt its business model; expanded its income streams leading to a return to financial surplus; completed a full front-of-house refurbishment; rebranded and launched a new website; and launched new youth, community and commercial departments, all without public subsidy.
Jess said: 'I am absolutely delighted to be joining The Cheltenham Trust, returning to my hometown to work in venues I know and love. Cheltenham is a cultural powerhouse and I'm incredibly excited and feel very privileged to be given the opportunity to work with the brilliant team, partners and local community.
'While my role officially starts later this year, we are already getting to work on a number of exciting, key initiatives which we are looking forward to presenting to the residents of the town and its visitors.'
James Baker, who has acted as interim CEO for the trust since November 2024, will return to his role as deputy CEO with a wider remit once Jess is in position.
James said: 'It’s fantastic to have someone of Jessica’s calibre taking over the leadership of the trust. Jessica’s passion for the town and proven track record makes her the ideal person to guide The Cheltenham Trust into the future.'
Jess added: 'James has done a brilliant job in driving a number of significant improvements that delivered a strong end to our last financial year and will provide a springboard for the years ahead.'
The Cheltenham Trust works in partnership with Cheltenham Borough Council to manage four of Cheltenham's most iconic venues – Cheltenham Town Hall; Pittville Pump Room; The Wilson Art Gallery and Museum; and Leisure at Cheltenham and the Prince of Wales Stadium.
The trust says the four venues 'will work collaboratively to continue to build a thriving and inclusive Cheltenham where culture, heritage, sport and leisure drive social value and wellbeing' under Jess's leadership, with a focus on celebrating Cheltenham's history as a Georgian spa town, as well as its future as the cyber capital of the UK.
It plans to reimagine Cheltenham Town Hall as 'a shop window for showcasing Cheltenham's dynamic cultural scene' and position Pittville Pump Room as 'a flagship venue for heritage, creativity, wellness and civic life'.
Jess officially takes up the CEO position at The Cheltenham Trust from Monday 1 September 2025, with applications for The Roses Theatre director role open now.
The theatre is searching for a new, visionary director to help it deliver a 'bold, inclusive and financially sustainable artistic programme'; its popular annual pantomime; and its creative health, youth engagement and community wellbeing programmes – and is inviting applications from 'inspiring cultural leaders'.
Jane Baalam, interim chair of trustees for The Roses Theatre, said: 'Jess leaves an extraordinary legacy at The Roses — one built on courage, creativity and deep community connection.
'We are immensely grateful for her leadership and proud of all that has been accomplished under her tenure. As we celebrate our 50th year, this is a moment of huge potential. We are looking for a leader who can build on this momentum, deepen our local and national impact and help steer the next stage of our journey.'
Applications for the role of director at The Roses Theatre are open until Monday 23 June 2025.
