In 2012 with theatrical producer and entrepreneur
James Yeoburn he founded the international theatre production company United Theatrical. The pair had worked a year earlier on a concert to celebrate the contribution to the industry made by
Dress Circle, a theatre shop in London's
Covent Garden selling original cast albums, musical scores and memorabilia. The shop, which had been supporting the industry for 33 years before its closure, was facing financial difficulty. A series of events were planned throughout July and August 2011, with some taking place at the shop and others around London. The series concluded with a
West End concert featuring a cast of 50 and an orchestra of 32 at
Her Majesty's Theatre on 14 August 2011. Yeoburn and Price assembled an international cast including:
Jonathan Ansell,
Rosemary Ashe,
Julie Atherton,
Samantha Barks,
Tracie Bennett,
Graham Bickley,
Simon Bowman,
Daniel Boys,
Rebecca Caine,
Bertie Carvel,
Kim Criswell,
Alex Gaumond,
Ellen Greene,
Ramin Karimloo,
Robyn North,
Lara Pulver,
Peter Polycarpou,
Joanna Riding,
Frances Ruffelle and
Hannah Waddingham. The concert reunited the members of the original London casts of the musicals
Miss Saigon,
The Witches of Eastwick,
Parade and
Avenue Q. Price and Yeoburn developed and produced a new musical by American musical theatre composer Scott Evan Davis in 2014 entitled
Picture Perfect, starring
Lucie Jones. Jones later pulled out of the production owing to scheduling conflicts, and was replaced by Charlotte Wakefield. In 2016 Yeoburn and Price produced a series of concerts for the London Musical Theatre Orchestra including the
Alan Menken and
Lynn Ahrens musical version of
A Christmas Carol at the
Lyceum Theatre. It starred
Robert Lindsay as
Ebenezer Scrooge,
Alex Gaumond as
Bob Cratchit,
Carrie Hope Fletcher and her sister-in-law
Giovanna Fletcher as Emily and Mrs Cratchit,
Madalena Alberto as the
Ghost of Christmas Past,
Hugh Maynard as the
Ghost of Christmas Present and
Peter Polycarpou as Mr Fezziwig. In 2017 he co-produced the UK tour of
The Addams Family Musical. The production was directed by Matthew White and opened at the
Edinburgh Festival Theatre on 20 April 2017. It starred
Carrie Hope Fletcher as Wednesday,
Samantha Womack as Morticia and
Les Dennis as Fester. The pair also co-produced the London premiere of
Honeymoon in Vegas in a semi-staged concert version at the
London Palladium. The LMTO concert, produced by United Theatrical, starred
Maxwell Caulfield as Tommy,
Samantha Barks as Betsy,
Arthur Darvill as Jack,
Rosemary Ashe as Bea Singer and
Simon Lipkin as Buddy Rocky/Roy Bacon. ==References==