 The Royal Albert Hall: the "original pleasure dome" |
The photos, paintings and statues all offer testament to the rich history of the much-loved brick building in London's South Kensington.
Frank Sinatra, Pavarotti, the Beatles, the Rolling Stones, Bob Dylan and Robbie Williams have all performed at the hall.
Winston Churchill, Albert Einstein and, more recently, the Dalai Lama are among those who have spoken there.
But it is to the future and not the past that the Victorian venue is now looking, as it seeks to boost its revenues by seeking a new series of sponsors or "commercial partners".
'Artistic history'
Capitalize, the specialist sponsorship, PR and events agency, has been appointed following the venue's decision to develop a corporate partnership programme for the first time in its history.
 | ROYAL ALBERT HALL Opened in 1871 Hosts more than 350 events a year Grade 1 listed building Audience of 1.2m a year Voted UK top leisure destination by Superbrands Events include opera, tennis, ballet, rock & pop and circus Dome is 83 ft high Hosted the Proms since 1941 Hosted first sumo tournament outside Japan |
"The Royal Albert Hall is a building I often cheerily refer to as the original pleasure dome," says chief executive David Elliott.
"If there is anything that matches the iconic status of the building, it is its artistic history.
"I can't think of a major artist who has not played the Royal Albert Hall at some time, and this is the only place where the Beatles and Rolling Stones appeared on the same bill.
"We want to ensure that the quality of concerts remains extremely high.
"We also need to be able to provide the artists and event promoters with the best possible experience. We have to upkeep the building."
 The Rolling Stones and the Beatles were on the same bill in 1963 |
So now they are seeking selective partnerships from the corporate world.
"It is the two sides of the coin - what can we offer the partner, and what opportunity does it give us to develop our business in a successfully targeted way?" says Mr Elliott.
"We are not looking for a huge one-off, multi-million-pound deal - we are looking for a number of parties to get involved with us.
"We are looking to raise hundreds of thousands of pounds from these sorts of corporate partnerships."
'Solar energy'
Among the ideas being explored at the moment are the possibility of signing up with a partner to improve the carbon footprint of the hall, which has a large glass outer roof and an inner aluminium one.
"We have a wonderful testbed and opportunity for people who are working in photo-voltics, it is a great opportunity to explore solar energy - that is something we are exploring," says Mr Elliott.
 David Elliott has been at the helm of the hall for a decade |
"We are acutely conscious of the potential of the hall to be essential as an iconic building to deal with carbon emissions."
He adds: "iTunes is really interested in working with us as a way of promoting itunes for classical music.
"They give us access to a youth audience. We can also bring them a classical audience."
Mr Elliott also says that "for the right partner with the right values", a gallery or corridor in the hall could be sponsored.
The Elgar Room concert space is being remodelled in the first half of next year and the hall may consider a named association with it.
"Certain spaces can be named - we would consider a name for the whole north entrance if it brought value to our brand."
And he also said the Royal Albert Hall would consider a partner for its youth and education programmes.
'Audience reach'
"We could also look at badging the tickets we sell with a partner's name - we sell millions of pounds' worth of tickets a year," says Mr Elliott.
"Running a ticket office involves major funding, so that may be another partnership we would be interested in looking at."
| POTENTIAL PARTNER BENEFITS Exclusive use of a private box for events Use of State rooms for day meetings, presentations Private tours Unique opportunities for VIP access Signage and branding in strategic locations around hall Branding on digital HD screens Naming rights to certain areas within the Hall Branded ticket wallets Development of a bespoke music event or exhibition Post show party overlooking the auditorium Source: Royal Albert Hall |
And he said there were a number of potential benefits for suitable partners.
"We believe the audience we address could be of major value to our corporate partners.
"We could offer any partner in terms of our customers - about whom we have a lot of information, with an audience database of one million names.
"We have a huge audience reach - a factor that is recognised in marketing terms," says Mr Elliott.
Partners will enjoy hospitality, special access (such as to dress rehearsals), opportunities to meet artists and use of hospitality areas not open to the public, among other attractions.
 A proms concert at the Royal Albert Hall in 1941 |
"For corporates who want an association with a leading brand and a unique building, we offer a range of opportunities," says the chief executive, who has been at the helm since 1998.
"It is good business to put something back into the community, and that is exactly what the hall is about."
"We are not just doing this for the cash. It is about what we can offer the partner and what they can offer us. It needs to be mutually supportive."
But despite the hunt for partners, there is only so far they are prepared to go, and reports that they are about to enter an O2 Dome-style naming are off the mark.
"Are we about to sell the Royal Albert Hall name? Absolutely not," says Mr Elliott.
"We would be mad. We are a strong brand, the Royal Albert Hall, and that is what we will remain.
"Even for £1bn, we would not accept a naming rights sponsor - our name is priceless."
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