Although Sam Biscoe has spent his entire adult life in the live entertainment industry, his career hasn’t exactly been choreographed in a straight line. Beginning as a professional dancer, he embraced the thrill of live performance before making a transition to Box Office Assistant at the New Wolsey Theatre in Ipswich, England.
“It was the first theater I worked at,” he says. “It was the place that I kept going back to between contracts when I was dancing, and I'd always be welcomed back because I worked hard, I did the job, I made sure that things were done well, and they gave me experience that eventually led me into being able to get a full-time job as a box office manager in Southampton.”
Sam spent the next two and a half years at Nuffield Southampton Theatres, and after several successful stops along the way, later became Head of Marketing and Communications for Mercury Theatre in Colchester.
“One of the things that I'd always been so worried about going through my career was at what point do I change and go in a different direction? I'm very proud that I managed to change my career path at a difficult time, have been able to be successful in that still afterwards, and have found something very quickly that I was able to be just as passionate about through ticketing and marketing in theatre.”
Leveraging his diverse background on and off the stage, Sam then pivoted to the vendor side of live events. He is currently the Marketing and Partnerships Manager for Secure My Booking, which bills itself as “the leaders in arts and entertainment ticket refund protection.”
“I have gone from working in a venue to working for a service organization for the industry,” Sam notes. “It is a financial industry [offering], which is very different to what I'm used to, so there are some new things that I'm learning about. I'm also able to apply everything that I have known about working with organizations and what those structures and potential hurdles are to overcome.”
Sam appreciates the mentorship he receives from his current boss, Peter l’anson, who shows him the steps and shares his vast expertise. However, there have also been other mentors who have helped him get to where he is today.
“I have had so many great role models in the various jobs that I've done, particularly the artistic leaders, CEOs, directors, etc., who have run those organizations because I think what they're doing is important for the communities that they're in. The person who continues to stick out to me is a lady named Caroline Routh. She's the executive director at the Stephen Joseph Theatre in Scarborough. We worked together when we were both in Southampton, which is when I started my ticket office career. You would never want to disappoint her. She was always helping people, doing good for people, and looking after them as well. I think that is important and something I take into everything I do professionally and personally. She has always been a great inspiration.”
Sam emphasizes the importance of surrounding himself with ambitious, like-minded individuals, reflecting on the characteristics he values in himself and others.
“I want the best out of what I'm doing, and I feel that I work best with people who also want the best out of what I'm doing,” he says. “Sometimes being ambitious can lead some people to the wrong place, but if you're being looked after in a good environment, that ambition will flourish and help other colleagues as well.”
He adds, “We all spend so much time at work that we should all be having a good time, too. If your leader is not having fun, nobody else is having a good time. I would like to think that in positions where I've been a leader, I've also brought along a sense of stability and reliability. To have people feel confident in you is important.”
That doesn’t just apply to Sam’s professional life. He is a leader outside of work as well.
“I am the chairperson for Colchester Kings. It's an inclusive LGBTQ+ rugby team. I founded the rugby club in 2022 … and we are going into our third year, which is very exciting. I love seeing the growth of people when they come to us. They have never played sport before, want to get involved, and … over a period of time, you see that improvement and the change in their confidence. It's one of the things that I will forever be very proud of.”
He continues, “Our head coach, Georgie Franklin-Cook, is quite inspirational. She looks after every single one of the people on the team, and we are all a bit different. We're all learning sport at a different pace as adults, and we have many people with different neurodivergent needs as well. She is able to manage all of that, help us and teach us in a way that is good for individuals as well as a whole group, and trying to get that balance is really good. She's the current icon in my personal life.”
Sam laughs when asked what else he does in his spare time.
“I don't have heaps between my rugby team, playing, training, and seeing friends and family. I have recently joined the board of Eastern Angles Theatre Company in Ipswich, which I am very excited about. It's my first time on a board for an arts organization, and I am excited to be getting involved there.”
Despite his busy personal and professional life, Sam always makes time to attend the annual INTIX conference. He received a conference grant through the Professional Development & Education Fund in 2019 when he was with Southampton Theatres.
“I have retained my INTIX membership since then through either the grant or through work with Secure My Booking,” he says enthusiastically.
Sam, right, listens intently at an INTIX conference session.
Sam continues, “[The conference in Las] Vegas was pretty epic. It was bigger than life. Walking down the Strip, seeing shows, and being in that big buzzing atmosphere was really exciting. The opening reception in New York in 2020 was also spectacular. I think that was the second INTIX that I'd been to. I remember coming up the stairs into the Minskoff Theatre, where ‘Lion King’ is playing, for the opening reception. It's got windows out into Times Square, you're seeing all of the lights and posters … and it's all sort of very movie background. It’s something you only see on TV, which was very cool.”
He adds, “INTIX is a powerful way of being able to connect to other people, learn, and get a different viewpoint, particularly being based in the U.K. It is interesting to see the differences between the industry in North America and what's happening in the U.K. and Europe. It is great networking for us as well … Secure My Booking has a stand each year because connecting in person is super important. I pop online and read through articles and emails that go out, so I connect to the organization in that way, too.”
Sam engages with a fellow INTIX conference attendee.
Whether it’s to attend a conference, visit a client, or discover a new place, Sam loves to travel.
“I am fortunate enough to get to travel with work through Secure My Booking. We are frequently in the States, and I'm looking forward to exploring different places as we continue to grow in the U.S. … New York is one of my favorite places to visit. What I love about it, particularly as a tourist, is that New York is not ashamed to be exactly what you see on TV and in films. It lives up to its own identity, which is exciting. I got a chance to visit Chicago recently. I thought it was a cool city. I'd love to go to Singapore. I’m a city vacationer rather than a beach person. I want to be immersed in museums, culture, cafes, food and drink, and maybe spend a day at the beach, but not the whole time.”
As for where he would most like to live?
“I've always taken a fancy to California,” Sam reveals. “I think [I would enjoy] the extra sunshine by the sea, surfing, and lots of arts and culture. If it wasn't in the States, probably Sydney, Australia. I think that their way of life seems to be more fun. And again, it's not quite as miserable in the winter as it is in the U.K.”
Whether at home or abroad, Sam is always immersed in live entertainment and attends all kinds of events. What is the best live event he’s ever seen and why?
“Oh, no! This is like choosing a favorite child,” he says. “I go and see absolutely anything and everything. I love a massive glitzy musical to strange studio box theatre or a new drama about something random. I'll go to a comedy gig or see a contemporary dance theatre piece, and I love all of it. I love the different ways people can express themselves and communicate to an audience. It can be so powerful on so many different levels for different people. Theatre and the arts make such a difference to people's lives. Whether you understand it or not, it can still move you emotionally, and I think that's super important.”
Sam says, “I've always liked Katy Perry. I love pop music and particularly love female artists. I tend to connect to them more easily, perhaps because I find their vocals more interesting. If you're writing song lyrics, they can be powerful and more meaningful, I think, from female artists. I love musical theatre. When I see things like the new ‘Wicked’ film coming up, that is so exciting to me. I think that's going to bring the show to a whole new audience, and the fans will really enjoy the film.”
Sam mentioned earlier that his rugby team is his No. 1 passion outside work. But does he have any other interests or talents he’d like to pursue?
“[I would love] the ability to actually be able to draw,” he says. “I love designing stuff and I'm pretty good digitally, but I can’t draw anything freehand. I would like to be able to draw or have the creativity that allows you to make something from scratch without there being anything that leads you down a path for that. I think that's a very special skill that people have, and I certainly don't have that.”
Sam later revealed that his most treasured possession is a work of art.
“During COVID, I was living in Peterborough, and I was away from my family,” he explained. “I had a friend who was also living away from his family, and he has cystic fibrosis. He had to shelter and wasn't able to go shopping. He wasn't able to go and collect his prescriptions, so I went and did all of that sort of thing for him when I was able to. Not only did it feel good because I was able to help my friend out, but toward the end of COVID and as he then moved away from Peterborough, he'd gotten me a custom piece of artwork that was made up of words and things that he related to me as a person. He had it printed out and gave it to me in a frame. I still have that in my flat, which is such a lovely thing to have received because you don't do things to get gifts from people. You do it because you make good friends, and good friends do good things for each other. It was a lovely surprise when he gave it to me. And I love it.”
Sam’s kindness shows in other ways, too. When asked what brought him the greatest joy, he said, “Seeing others succeed in their passions and their goals in life. Being able to either help influence or witness it is so powerful. I don't think it needs to be anything that is happening to me. Joy and love can radiate off of other people, and you can still be part of that without needing for it to be yours.”
It was no surprise that when asked what he would wish for if a genie were to pop out of a bottle, Sam said, “To buy a minibus for my rugby team so that we can get about the place without having to share cars … and for all of my family and friends to be happy, safe and well.”
Mind you, Sam did sneak in one small wish for himself as well. “To have enough money to buy a new house so I can have somewhere to live that feels like a great place to be. Because I work from home, it's really important to have a good space.”
And if he could go back in time, what advice would Sam give himself?
“Relax. Have more fun. You can never laugh too much. I would tell myself that you'll find that some situations are going to be difficult and that you should ask for help and speak to people for advice. Then, [I would say to] take all of that [advice] on board and take a bit more time before diving into things headfirst because you love to get involved with things and get passionate about projects, but sometimes having a bit more oversight or a different viewpoint might be helpful for you.”
As Sam continues to navigate ticketing and live entertainment, he exemplifies the power of adaptability and the importance of supportive relationships. With a career marked by unexpected shifts and enriched by meaningful mentorship, he remains dedicated to fostering a positive environment for himself and those around him. Whether he's advocating for inclusivity in sport or celebrating the success of others, Sam’s journey is a testament to the idea that passion, kindness and collaboration can create a lasting impact both professionally and personally.
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