Description:
Although a success with the press and public, the Pageant went vastly over-budget; after the last performance on July 23rd the Mayor remarked that the Pageant had not made any profit. On January 13th 1939, the Pageant Sub-Committee reported that the excess of expenditure over income was a massive £13,835 (in a memo of March 1938, expenditure was estimated at £12,500 while estimated income was approximately £13,000. Actual expenditure was £31,735 and the income was £17,900. A contingency fund of £2,000 meant a net deficit of £11,835).
In subsequent council meetings various parties were blamed, including city officials, university professors and businesses who overcharged for products and services. Official reasons given were that organisation of the Pageant did not begin in sufficient time and that bad weather had affected the booking of tickets while also resulting in the extra expense of covered accommodation. It was pointed out that the Sub-Committee had previously decided not to insure against loss due to rain. Performers had been expected to cover their own expenses and pay for or hire their costumes, although this generated less money than had been anticipated.
During initial discussions about the employment of a Pageant Master it was estimated that they should be paid around £400 for their work over a three-month period; Gwen Lally was actually paid £850, which included £650 for her time and £200 for expenses (she gave at least three days of her time at no cost, after the run was extended). 137,500 people paid for admission and on average the Pageant played to 80% capacity.
The Sub-Committee concluded their report by stating that ‘although the Pageant may be said to have been a failure financially, it achieved a very great artistic success and was the means of arousing a civic consciousness and attracting a considerable amount of attention to Birmingham’.