The South African State Theatre is embarking on a mission to reconnect with Afrikaans audiences, with plans for closer partnerships and workshops involving the Voortrekker Monument and the Federation of Afrikaans Cultural Associations (FAK). Shane Maja, the theatre's chief executive since November, outlined these ambitions during Tshwane Mayor dr. Nasiphi Moya's inaugural official visit to the venue this week. The mayor, accompanied by municipal officials, discussed a cooperation agreement covering enhanced security around the theatre, renewable energy implementation, and the revitalisation of the inner city.
Maja, a former drama student himself, described the visit as far more than a formality. "We didn't see it simply as a courtesy visit, but as a necessary step to support the development of the arts in the area," he said. Drawing inspiration from a book documenting the State Theatre's 1981 opening night, Maja stressed the institution need not start from scratch. He explained that during his interview for the position, he had already proposed a repositioning strategy, believing the theatre had lost sight of its identity.
Central to Maja's vision is identifying and re-engaging key stakeholders, including the presidency, the city, the orchestra, ballet and opera companies, and particularly Afrikaans communities. He singled out the Voortrekker Monument for its exceptional marketing, tourism management and deep emotional bond with its community. "No one can function in isolation, and the fact that the Voortrekker Monument accepted our invitation and invited us to them is very exciting," Maja told media.
Describing his drive to attract more Afrikaans audiences and tourists as "a kind of obsession", Maja emphasised that improved security in the city centre would benefit all theatregoers. He pointed to areas around Loftus and Hazelwood as examples of successful entertainment precincts, noting that Absa and the Reserve Bank had already invested in upgrades nearby. "The onus is on us to also stand up and encourage improvements that will strengthen the whole city district," he said.
Cooperation with the City of Tshwane is critical to this vision, according to Maja, who called for visible policing along routes leading to the theatre, as well as patrols around Sammy Marx Square and the Reserve Bank to encourage more pedestrians in the area. While he described the meeting with the mayor as productive, the self-confessed "man of action" said his focus remained firmly on implementation.
Maja added that the theatre's requests — including renewable energy support and rebates on water and electricity costs — were not for personal gain but to redirect savings into arts programmes and initiatives. "Our mandate is the promotion of art, culture and heritage, and the mayor's mandate is the city and security," he said. "The arts thrive on philanthropy and patrons of the arts, and the city must be our top patron."
