Fresh air and green spaces were key to the development of Cadbury’s company image, and to the marketing of their cocoa and chocolate products. The creation of Bournville’s industrial pastoral landscape – widely marketed as the Factory in the Garden – was grounded in the firm’s recreational activities and theatrical performances. Outdoor performance was a key ingredient in this imagery, and a significant amount of theatrical activity was staged on the factory’s recreation grounds, including masques, Shakespeare and Robin Hood plays and Ancient Greek tragedies. Focusing on Cadbury’s summer works party performances, Chapter 3 considers performances that attracted audiences of between 5000 and 6000, who were offered rich, lengthy entertainment programmes that lasted up to eight hours, and brought together fairground side-shows, burlesques, sports, tableaux vivants, dances, song, brass bands, appearances from well-known professional performers, plays, maypole dancing, and aquatic spectacles.

From 1908 to 1914, each summer party included a large-scale outdoor play, and these productions are considered in Chapter 4. Performed by casts of between 80 and 150 employees, between 1911 and 1914 these plays were written and produced by local theatrical personality John Drinkwater (1882–1937). Alongside other parties, charity occasions, and wartime entertainments that took place in the grounds, these performances demanded huge investments of time and money. What is clear is that they also offered a return, and these two chapters explores how outdoor theatrical events worked for and at Bournville and the ways in which they told stories about Cadbury’s and the Cadbury’s factory to in-house and external audiences.