Five short years ago, Nomsa Mazwai was appointed to the Soweto Theatre as the general manager. During those five years she contributed to the profile of the arts institution. Prior to the Covid-19 pandemic, Mazwai and her team had doubled attendance numbers to the theatre. This is no small feat, especially in the arts industry, where attracting audiences to theatre spaces is a huge challenge. When asked how this was accomplished, Mazwai responded: "Partnerships with Soweto producers, existing client retention and collaborative marketing and promotion activities."
Mazwai's refreshing approach as an arts facility manager, saw the theatre grow their outdoor eventing portfolio which, after Covid-19, may come in handy because, even after we are vaccinated, it is unlikely that people will want to gather indoors in huge numbers. Mazwai managed the facility, leading a team of more than 30, while contributing to the programming of the theatre. When asked what the best part of her job was, Mazwai responded: "In terms of running the facility, my favourite part was doing the weekly walkabouts with the buildings and security team and monitoring the maintenance of the building. During my time, we planted lawns around our building and it became a regular practice for the entire team to clear and pick us. As a result, Soweto Theatre really is the diamond of Soweto. In terms of rentals, my favourite rental clients were my sisters. They brought important performances to the space and paid full price! In terms of partnerships, Basadi ka DiTuku has to be the most iconic."
During her tenure, the Soweto Theatre also strengthened its setworks programme, which stages school setworks and attracts audiences from schools. When asked about this programme, Mazwai responded: