DANIEL Bates is the new chief executive of York Theatre Royal.

At present executive director of the West Yorkshire Playhouse - second in the chain of command at the Leeds theatre - he will replace the Royal Shakespeare Company-bound Ludo Keston from January 31, 2005.

Mr Bates said: "It's a really exciting opportunity, and I'm looking forward to continuing to develop Ludo and artistic director Damian Cruden's fantastic achievements in bringing new audiences, new work and young people to the Theatre Royal."

His appointment, at the age of 39, returns him to the city where he took his first steps in professional theatre.

"My first job was as stage manager for Riding Lights Theatre Company. It was only a 15-week contract, but I got my Equity Card from it, so that's a nice memory," said Mr Bates.

Born in East London, he studied stage management at the Central School Of Speech And Drama, before working as stage manager at the Theatre Royal, Windsor.

He has been the Playhouse's executive director since 2001, having filled the roles of general manager, company manager and director of corporate affairs over a six-year period.

Explaining his desire to move to York, Mr Bates said: "There's a very simple answer: it's a promotion for me. I'm not the chief executive at Leeds and I felt ready to be a chief executive.

"I think the Theatre Royal's reputation has grown in the past few years and it's an exciting place to be culturally."

He will look to cement the success of The Studio, the theatre's second auditorium, and further strength links with the city's business community.

He said: "They have a perception that the theatre is busy only at Christmas, but it's not a place that just puts on a panto you can't get tickets for.

"I don't think they know this theatre has a £3 million turnover in a year and employs 100 people.

"It's important we develop relations in practical ways with businesses."

He said family-orientated theatre will be important too at the theatre.

"The whole family programme is crucial and that is something I want to work on with Damian.

"It's clearly a need and it's a question of maybe creating work that can then be toured," Mr Bates said.

Professor Dianne Wilcocks, the board of governors' chairman, said: "I'm delighted we've been able to recruit such an able and experienced practitioner and one who has a proven commitment to top quality theatre making in Yorkshire.

"We're confident that Daniel will further our exciting initiatives in the years ahead."

Updated: 10:23 Wednesday, November 10, 2004