Tell us about your business, what services do you offer

The Anna Fiorentini Performing Arts School is a collective of four businesses that work in collaboration. There is:

The award winning not for profit Anna Fiorentini Theatre & Film School for 4 - 18 year olds- this offers weekly performing arts classes all taught by leading industry professionals. Apart from acting, singing, dance and film we also offer masterclasses including stagecraft, theatrical make-up, workshops with household names, (many include our alumni) and an Entrepreneurial Scheme where students learn how to work on mini-business plans to develop their own shows and fundraising campaigns.
The Fiorentini Foundation - the charitable arm of the school which raises funds for bursaries and subsidised places for children that can't afford the fees.
Fiorentini & Mosson Theatrical Agency - which supports our students into gaining leading roles on TV / Film, Radio and the West End stage
Stage & the City - evening classes for adults that wish to have fun, explore their creative sides, make new friends and develop skill sets that can support their day jobs. All profits from this enterprise go into the Fiorentini Foundation. Courses include Acting, Musical Theatre, Commercial & Contemporary Dance and Singing. Courses take place in Camden, Kings Cross and Old Street. It also offers companies unique and bespoke Team Building events.

What inspired you to start your business?

I trained as an actress. I grew up in Hackney and at the time, many moons ago, there was no professional training in the local area for children. There were lots of voluntary groups but nothing that provided professional training. I wanted to provide workshops for children and young people that would give them the skills and discipline should they decide they want a career in the performing arts. But I also wanted it to be a place that children could come to if they just wished to increase their confidence, self-esteem and transferable life skills. I went to the Prince's Trust and they helped me write a business plan and 3 months later I opened my first school. It was one of the first part-time professional stage schools in London. Over time the reputation of the school grew and many casting directors came to us to offer work to our students. And headteachers of local schools got in touch to say how much their students had increased in confidence since attending our Saturday school. This obviously had a positive impact on their weekday studies. Soon other areas in London were asking me to open up branches for their local community. However, I didn't want to be a franchise and I wanted to remain an independent business so that I could give all of our families the attention and dedication that they deserved. So I have only opened another branch in Camden, Greenwich and the Docklands. All branches have the same dedicated head office and the team of teachers work very closely together. I also wanted the school to be as inclusive as possible. This was the reason I set up the Charitable arm, the Fiorentini Foundation. We all know how elitist the performing arts industry can be and it is very difficult to make a living if you don't have money already behind you. I wanted to offer top quality training but as affordable as possible. Obviously it is difficult to run a small business without adequate funds so we have to charge fees. But parents that struggle can apply to our foundation and we try to help as many as possible and are constantly putting on fundraising events to achieve our targets. And then of course there is Stage & the City for adults...this came about as so many parents saw how much fun their children were having and wanted to get in on the action! As passionate as I am about supporting children with their confidence I could see that many adults needed this type of support as well. In fact as adults I think we have even more inhibitions and having the opportunity to explore our creativity in a fun and safe environment can do wonders. In regard to the theatrical agency, I must admit I didn't originally want to set this up. I didn't want to distract students from their academic studies as I know how important these are. However, ironically, those students that do get performing jobs often excel and improve their achievements at weekday school as they develop aspirations and know that they won't be allowed time off school if their weekday studies suffer. So I no longer feel guilty about offering this service :)

How long has your business been running for?

I opened the school 21 years ago. And we have been based in Camden for 16 years. We were originally based at Parliament Hill School but due to the pandemic we had to move to Acland Burghley which is just 5 minutes up the road.

What is your favourite aspect about working in the local area?

I would have to say the families we work with. The parents we work with at our Camden branch, many of whom live in Hampstead, are incredibly conscientious and want the best for their children. But they also seem to care about the school as a community and support the overall team effort. Our students come from all walks of life but they are all supportive of one another. I think that represents the local area as a whole. I also love the fact that our school is a short walk from Hampstead Heath so a great place for parents to go while they wait for their children. The local cafes are buzzing with families. In regard to our adult classes, they take place at Mews Academy which is a 5 minute walk from Camden station. So a great location and easy to get to. I love the energy of the local area.

Where do you see yourself and your business in five years time?

I would like to expand on the services we already offer. So for example, we have several Performance Troupes, (both children and adults) that provide entertainment in care homes, homes for the elderly and hospitals as well as community events. I would like to increase the performance opportunities. I am also in the early stages of developing a Youth Theatre for 18 - 24 year olds. Our alumni advisory board is also in the early stages and this is something I am very passionate about. Ensuring that we can continue to support our students even once they reach adulthood. Many of our students come back and teach or volunteer for us, assisting our industry professional teachers. I would like to increase these opportunities. I am also in the process of researching how we can increase sponsorship and funding opportunities so that we can support even more families over the next 5 years. And of course in 5 years time we will be starting to prepare for our 30th Anniversary celebrations.

What encouraged you to join Hampstead Hive and what has your experience been like so far within the Hive?

I loved the ethos of Hampstead Hive. Local businesses supporting one another, especially in regard to offering a listening ear and skill swaps. I must admit I have spent the last few months saving the school, having been so negatively affected by the pandemic, (as most businesses were), that I haven't had the time to invest in connecting with other Hampstead Hive members. But this is certainly something I wish to rectify over the next few months.

Where can we go to find out more about your business/access your services?

Our website for everything is www.afperformingarts.com If you can't find the answers to any questions you can e-mail hello@afperformingarts.com or phone 0207 682 1403.

For our Camden branch, (4 - 18 years) we actually have a Taster Day this Saturday, 30th April. However, if you cannot make that we can arrange one for you over the next couple of weeks.

Our adult evening classes in Camden start the week beginning 9th May and we have several taster classes that week.

Hampstead Hive Member Spotlight - Anna Fiorentini