“The events attract a different public than the opera fan”

I enter through the door of artists and workers. The instructions of the technicians who are working on the stage box sound over the loudspeaker. pick me up Martha Rollado, mobile in hand. Quick, friendly, with a sense of humor. She has the security of someone who knows her work well, not in vain she has spent almost eight years as Director of Events and Institutional Relations of the Teatro Real.

You are the director of Events and Institutional Relations. How does a graduate in Economic Sciences with an Executive Master in Business Administration approach this job?

With common sense. And with the professional and vital experience. Also, there is a wonderful team behind it.

When I saw the theater for the first time I was shocked: the stage box, the workshops, the view of the roofs of old Madrid from the sixth floor. Absolute silence reigns there, except when the musicians rehearse in small rooms or you are lucky enough to hear them in the orchestra room. I thought that if I found him so attractive and striking, others would too. And indeed. When you show it, the visitor falls in love, and, of course, if he has the opportunity to hold an event at the Theater, I assure you that he will do it.

What qualities are needed to lead events?

The ability to solve problems and find solutions quickly. Things happen all the time at events, you have to know how to improvise and stay calm. Another important quality is your personality. Your people skills.

Changes in the Theater

The Teatro Real has changed a lot since you joined. What have you contributed?

“It’s more fashionable”

It has been opened to new audiences. It is a more familiar space. It is more fashionable. Through the events – other types of music, fashion awards, cinema and advertising – a profile of people other than opera fans is attracted. Those types of people who break the barrier to enter the Teatro Real can go a step further and try the opera. And generate income, of course. You have to keep working, you have to build loyalty and they have to keep seeing you.

It is gratifying to have been able to contribute my grain of sand, not only for the beauty of the project, but also for seeing that things turn out well.

You have also promoted the creation of a flamenco festival: Flamenco Real.

Yes. When I arrived, under the direction of Ignacio García-Belenguer, we thought of organizing something in July, when the opera season ends. The first idea was flamenco. Since it was more difficult to make it profitable in the main room, we thought of a smaller format throughout the year, like a cycle. It’s in its fourth edition and it’s getting better and better. But we can position ourselves even better.

And the Universal Music Festival?

Also as a result of these conversations with Ignacio, we thought of doing a week followed by pop, rock or another type of music. I looked for two promoters who were trustworthy, serious people. As a result of that the Universal Music Festival arose.

Follow? Because last year there was no…

Follow. Neither last year nor the previous one was due to Covid. This year has been complicated, because there are many North American artists who have canceled their tours. But there will be a festival.

How has the Theater worked during Covid?

A lot of work was done during the pandemic to be prepared as soon as we were able to open. We have been the first. We are the envy -she says outlining a smile-.

Has the contracting of events suffered?

It started to recover after the summer, but fell again in December. In February it has come back somewhat.

Tell me an anecdote that you had to solve.

He had been in the theater for fifteen days. We were in a public contest to award the catering. Meanwhile, we pulled a small one. It was the season premiere. I had put on platform sandals with a 13 cm heel.

As a catering service, a kid arrived on a motorcycle with four small bottles and three packets of ham. If you had seen me killing myself with those sandals on the cobblestones on the ground, looking for glasses and bottles of champagne in the nearby bars, at 40 degrees… It is a surreal example, but you have to be successful. You have to have a cool head.