This cultural music venue based in the north east of England is run as a charity for music lovers of all sorts, but it can’t rely on tickets sales alone. It needs to provide a diversified offering and evolve to remain relevant to audiences young and old. Sara Vening, Director of Finance and People at The Glasshouse ICM talks to us about the business strategy, product development and brand evolution that ensures The Glasshouse ICM remains a place where music lives and grows.