The new chief executive of Kingston’s Rose Theatre says music, the right mix of plays and touring of successful productions can attract more people to the venue and make more money.

When Robert O’Dowd took over before Christmas, the Rose said he would broaden the theatre’s horizons and attract new revenues.

The Putney resident said he would like to see jazz, classical and world music complementing the plays inside the theatre and said one leading artist was already asking to perform.

He also revealed that Christmas play, The Snow Queen, had been the second most profitable show for the theatre since it opened nearly four years ago, behind Judi Dench’s A Midsummer Night’s Dream.

But there were no plans to 'dumb down' the shows on offer in a bid to seek bigger audiences for the cash-strapped theatre.

Mr O’Dowd said: "The theatre’s not for everybody. We’re not a cinema but I think if more people were using the building it would be a positive thing.”

He said: “I arrive at a time when we have currently upped our own work to a very good level which is financially very viable."

He said his aim was to continue to build on the Rose’s own productions saying the theatre would co-produce and tour shows and plays.

The Rose’s Importance of Being Earnest, originally directed by the theatre’s artistic director Stephen Unwin, will be part of the Hong Kong Arts Festival this month.

Asked about a future without any public funding of the theatre he said: “I think ultimately that’s the aim. We’re financially much more stable than we have ever been."

Last year the theatre’s New Deal with the council was extended for another three years but reduced to £500,000 a year, leading to four job losses.

He said: "Maybe in the future we wouldn’t need support which I really appreciate everybody would be very happy [about], but there’s very few theatres that don’t need significant support.”

He also said he relished the challenge of increasing audiences in the 900 seater auditorium, up from the current average of below 50 percent.

But he said of the mix of shows to increase audiences: “We haven’t always got that right.”

Speaking of the ongoing search to find big-money backers in the private sector he said: “I would like to see our friends list growing.”

Coutts bank and the Norwegian Embassy will sponsor The Lady From The Sea starring Joely Richardson which starts on February 23.