HD General Management
Award-winning · London

General management, with care.

Bespoke, hands-on general management for theatre, events, dance and podcasting, built on a non-negotiable foundation of care and inclusion.

Grace and Ameena laughing together on a blue velvet sofa Ameena & Grace, your GMs

Photography: Danny Kaan

Care is the job.

Producers and theatre organisations need more than general management. We put wellbeing at the core of what we do, so we prepare for and mitigate crises in company culture before they happen.

01

Money

Projections, budgets, cashflow, payroll, royalties and investor relations.

02

People

Creative teams, cast and crew: sourcing, contracts and a bespoke HR and wellbeing service.

03

Access

Productions built with access in mind, for audiences and companies alike.

What we've done

All shows
For Tonight, a new musical, key art with a gold starburst

For Tonight in Concert

Blair Russell Productions
Adelphi Theatre, West End
September 2023
The Jingleclaw illustration, a furry orange monster dancing in a snowy forest

The Jingleclaw

Birmingham Hippodrome
Patrick Studio
Winter 2024
MĀYĀ the Musical title art in white script on deep purple

MĀYĀ The Musical

Cheeyang Ng
@sohoplace
London workshop, Feb 2025

Looking for a GM?

Let's talk

Our why

Producers and theatre organisations need more than just general management; they need wellbeing support for their companies and themselves.

We believe that everyone deserves to be looked after in their work, and that the attitude to wellbeing in theatre and the wider entertainment industry needs to change. In response to this gap in the industry, HD General Management puts wellbeing at the core of what we do, and this ensures that we prepare for and mitigate crises in company culture before they happen.

With no shortage of skills between them, HD General Management was founded by two award-winning producers and experienced general managers. Grace and Ameena believed there was a solution to the lack of care provision they noticed across the sector. In creating HD General Management, they found a way to work smarter: addressing the care issue with inbuilt practices and providing the outstanding general management service they are individually known for.

The team

Ameena sitting in an orange velvet armchair

Ameena Hamid

She/HerGeneral ManagerCo-Director

Ameena co-founded HD General Management having been frustrated by the gap in bespoke access, HR and pastoral support for theatre producers, venues and productions, and with the goal of bringing her varied expertise to the field. Ameena leads on contracting and negotiations, productions in development, and our West End slate. She is also an experienced wedding and events planner (Weddings by Ameena) and leads on our event producing.

Ameena is an Olivier-nominated general manager and producer based in London. She was named Best Producer at the Black British Theatre Awards 2022 for her work as Producer on The Wiz (Hope Mill Theatre), was heralded as "a true role model to the future generations" by Official London Theatre, and is one of The Stage 25. She became the youngest-ever female producer on the West End when she cut her teeth on Death Drop (Garrick Theatre) as an Associate Producer in 2020, and most recently produced Why Am I So Single? (Garrick Theatre) alongside Kenny Wax and George Stiles.

Ameena worked in-house as Theatre Producer at Soho Theatre, where she produced and co-produced Shuck and Jive (filmed production), Shedding A Skin, curious, Queens of Sheba and The Ministry of Lesbian Affairs.

Her other producing credits include Invisible (Bush Theatre and 59E59), The Producers! (No, Not That One) (Pleasance Theatre), Graduates at Cadogan Hall and Since U Been Gone (VAULT Festival), with co-producer credits including Bonnie & Clyde (Garrick Theatre and UK Tour) and Dick Whittington (Phoenix Theatre). As a podcast producer she has worked on Tales From The Tombstone Tavern, Fizzy Sherbet and Right Ho, Jeeves!

Ameena is on the board of UK Theatre and has sat on the board of the League of Independent Producers. She holds a BSc in Social Anthropology with First Class Honours from the London School of Economics, as well as course credits from the Royal Academy of Dramatic Art and Harvard University. Her producing work lives at ameenapresents.com.

Grace laughing in an orange velvet armchair

Grace Dickson

She/HerGeneral ManagerCo-Director

Grace co-founded HD General Management with a view to bring a fresh perspective, attitude and methodology to general management services, putting the focus on wellbeing, access and pastoral support in large scale productions, something the industry could do with a bit more of. Grace specialises in production finance, press and marketing, tour booking and production development, and leads our Edinburgh Fringe office.

Grace is a Newcastle-born, London-based producer, general manager and production finance manager. She runs Grace Dickson Productions, where she develops and produces formally innovative and bitingly relevant new writing that champions marginalised voices. Credits include: You're So Special (Soho Theatre, Dublin Festival), The Distance (Summerhall), Playfight (Roundabout, Bristol Old Vic, Soho Theatre), Lady Dealer (Roundabout, Bush Theatre), The Long Run (New Diorama, Edinburgh Fringe, UK Tour), SPLINTERED (Soho Theatre, UK Tour), Project Dictator (New Diorama), Move Fast and Break Things (Summerhall, Edinburgh Fringe), BOGEYMAN (Pleasance Edinburgh Fringe), Whodunnit [Unrehearsed] (Park Theatre), Flushed (Park Theatre), and Belly Up (Turbine Theatre).

Grace works as Associate Producer at Francesca Moody Productions, where she works across the development slate of new work. She has line produced several award-winning shows for FMP including Ohio (Assembly Edinburgh Fringe, Bristol Old Vic, Young Vic Theatre), Garry Starr: Classic Penguins (Garrick Theatre, Underbelly Edinburgh Fringe, Soho Theatre), Tim Crouch's An Oak Tree internationally, Feeling Afraid As If Something Terrible Is Going To Happen (Bush Theatre), Weather Girl (Summerhall Edinburgh Fringe) and VL (Roundabout Edinburgh Fringe). Grace is also Production Finance Manager at Runaway Entertainment (The Hunger Games: On Stage, The Mousetrap, 2:22 A Ghost Story, Newsies, A Knight's Tale) and is a trustee of theatre charity ZooCo.

Grace's producing work has been supported by a Stage One Bursary for New Producers and an Arts Council DYCP, and she is currently an Associate Member of the Society of London Theatre. She previously held roles at Breach, LUNG, Barrel Organ, Rhum + Clay and LIVE General Management. Grace holds a BSc in Mathematics from the University of Edinburgh and an MA in Creative Producing with Distinction from Mountview Academy of Theatre Arts.

Photography: Danny Kaan

What we do

We run a bespoke "pick and mix" service, so we can build the right structure and relationship for you. Whether that's all-round support, support on access, or our unique external HR service, we'll fit your needs with all or some of the below, for you or as contractors on specific areas.

Create projections

Drafting prospective budgets ahead of workshops and productions.

Running budgets and cashflow

We look after everything, including payroll, royalties and invoicing.

Creative team and cast

If needed, we can help source as well as negotiate and contract.

Recruitment

Sourcing technical and backstage teams.

HR

We go above and beyond in all areas, including bespoke wellbeing plans alongside handling issues and disciplinary work.

Marketing and press management

Working with marketing, social media and press teams to execute campaigns and monitor on-sales.

Events

We handle opening nights, gala nights and special events.

Access support

Building your production with access in mind, for audiences and your company: access riders, relaxed, BSL, captioned and audio-described performances.

Venue and tour booking

Negotiating deals, pricing strategies and contracts.

Bookings

Travel and accommodation for creatives, cast and team.

Investor relations

Support with investment documentation and relationships.

Legal and financial advice

We work with top entertainment lawyers and accountants to look after your productions and point you towards the best advice.

Please note we are not an accountancy service, so we cannot officially audit accounts.

Not sure what you need?

Get in touch

What we've done

A selection of our public work.

MĀYĀ the Musical title art in white script on deep purple

MĀYĀ The Musical

Cheeyang Ng
@sohoplace
London workshop, February 2025
Cheeyang Ng in a floral strapless dress, seated on a wooden chair

Cheeyang Ng: Fat, Femme & Asian

Crazy Coqs @ Brasserie Zédel
5 November 2024
The Jingleclaw on stage, a furry red monster puppet surrounded by the cast

The Jingleclaw

Birmingham Hippodrome
Patrick Studio
Winter 2024
A performer in a red track jacket dancing in front of school lockers in DIVA: Live from Hell!

DIVA: Live from Hell!

Blair Russell Productions
Belly Button @ Underbelly
Edinburgh Fringe 2024
The Solve It Squad cast holding torches, with a masked villain behind them

The Solve It Squad

Tin Can Bros
Studio 2 @ Assembly
Edinburgh Fringe 2024
Three men in academic gowns with blurred faces, Gentlemen key art

Gentlemen

Richard Speir
Studio 2 @ Arcola Theatre
October–November 2023
For Tonight, a new musical, key art with a gold starburst

For Tonight in Concert

Blair Russell Productions
Adelphi Theatre, West End
September 2023
The three Bangers performers against a sunset and tower blocks

Bangers

Mixed Other Arts
Roundabout @ Summerhall
Edinburgh Fringe 2023
Blowhole key art, a man roaring in a leopard-print jumper

Blowhole

DEM Productions
Ace Dome @ Pleasance Dome
Edinburgh Fringe 2023

Get in touch

Tell us about your project or company, or ask us anything. We'll set up a meeting to talk it through.

Ameena Hamid
General Manager · Co-Director
Grace Dickson
General Manager · Co-Director

Email us at hello@hdgeneralmanagement.com

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