Storybox Drama is a place where children’s imaginations are celebrated and where creativity is encouraged. Based in Christchurch, New Zealand, Samantha Bates’ creative programme invites children to step inside the pages of beautiful storybooks and explore them through a unique approach called Process Drama. Samantha is a passionate drama educator who believes deeply in the value of the Arts for children’s wellbeing and learning. With a focus on process and empowering children’s creative voices, she has created a unique offering not previously available on the after-school activities scene. Here, she talks to The Natural Parent Magazine about the passion behind her business, the challenges she has overcome, and her hopes and dreams for the future.
The passion: What inspired you to set up your business?
I still remember the moment I discovered the Process Drama approach during my teacher training. It really resonated with me and felt like a meaningful and natural way of working with children. Since then, I have had the absolute honour of continuing to learn and develop my craft from some very experienced teachers in the field of Drama Education in this country. We meet annually at conferences to share our work and ideas. At one of these conferences early on in my career, I saw how books could be used as an effective springboard for drama work with children.
I’ve always believed deeply in the value of the Arts for children. During my time as a Primary Arts Specialist, I saw first-hand the powerful impact creative experiences can have on children’s wellbeing, confidence and learning. But over the years, I’ve also watched Arts opportunities in schools gradually diminish as curriculums have narrowed. Even when the Arts are offered, the emphasis can often lean towards performance and product.
Outside of school, I noticed something similar. Many after-school drama opportunities focus primarily on preparing for the stage. And while performance absolutely has its place and brings many benefits, I knew there were children who might not want to stand in the spotlight – children who still crave creativity, stories and imaginative exploration, just without the pressure of an audience.
That’s really where the idea for Storybox Drama began to take shape. I wanted to create a space where children’s imaginations are celebrated, where their ideas are genuinely heard and valued, and where creativity is allowed to unfold naturally.
Looking back on my own childhood, I was fortunate to go to a school that valued the Arts and true creativity. My memories of primary school are filled with painting, printmaking, paper mâché and lots of singing! After school, I spent most afternoons at dance and music classes and I see how formative these experiences were.
I absolutely love quality children’s books with beautiful illustrations and stories that spark wonder and curiosity. So combining my love for books with Process Drama was a great fit and that’s how the name Storybox Drama came about.
The response so far has been incredibly affirming. The feedback has been really positive and something that is needed and valued by both parents and children.
And, if I’m honest, my friends had been asking me for years when I was going to open my own drama school! So in 2025 I made the leap and Storybox Drama became a reality.
The launch: How did you start out in the beginning?
In January 2025, I dipped my toe in the water by running a couple of small holiday workshops. It felt important to start small so we could gauge interest, try out different venues and see how it all felt in practice.
I spread the word through social media, posters in local cafés and supermarkets and school newsletters.
In that first year, I was incredibly fortunate to have an amazing business partner by my side – Anne Marie, who, as it happens, was my daughter’s piano teacher at the time. She helped me shape the Storybox Drama logo and develop a clear, thoughtful business plan. Her knowledge of marketing and social media was invaluable. She really was instrumental in getting everything off the ground and giving the business a strong foundation.
I’m also incredibly grateful to friends and my husband, who generously gave their time to photograph workshops so we could capture what our work looks like in action. Their support made a huge difference in sharing our work from the very beginning.
Although my business partner, Anne Marie has since moved on to new adventures, I’ll always be deeply grateful for her belief in the vision and her support during those early days. Having someone champion the dream alongside me made all the difference and helped turn what had been a dream into a reality.
The innovation: What was the biggest breakthrough for you with your business?
I think the biggest breakthrough for me has really been the feedback from parents. Hearing that their child is growing in confidence, finding their voice, feeling genuinely supported and valued. When a parent takes the time to tell you that their child is walking a little taller, speaking up more, or coming home excited to share their ideas, it’s incredibly affirming. It confirmed for me that people truly need and want this type of space.
Another exciting turning point was our first collaboration with author Heather McQuillan. She was so generous and wonderful to work with, and we felt genuinely honoured that she believed in what we were creating. That collaboration opened the door to working with other artists, authors and illustrators, which has added such richness to our programmes.
Running a school holiday workshop at The Arts Centre in Christchurch with Art Educator Meg Nicoll was another special milestone. It’s such a well-known and respected venue, and being able to host Storybox Drama there felt like a real vote of confidence. It helped raise our profile, but perhaps more importantly, it allowed families to build trust in what we do
Yin and Yang: How do you balance work and family?
If I’m honest, I’m still working on the balance! It’s not always easy to switch off, especially when you care so deeply about what you’re building. But I try to remind myself that the reason it’s hard to “clock out” is because this work really matters to me.
Practically speaking, I’ve learned that if my family are home and I need to focus, I either head to the local library – or they do!
One of the gifts of this business is that I can shape my week around family life. A few days a week, I run classes for home-school families, which means I’m available for school runs and after-school activities. On the days I’m teaching after-school classes, my mum steps in to help – something I’m so grateful for. And thankfully, my husband genuinely enjoys cooking, which is a huge support. While dinner is taken care of, I can catch up on admin or social media in the evenings.
It’s definitely a team effort!
