Frugl Promoters: Sam Deards – Twice As Nice Comedy

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What is your Name

Sam Deards.

What do you do?

I run Twice As Nice Comedy.

It’s 8pm, Saturday night. Where are you and what are you doing?

Either performing or watching comedy normally…

If you’re a performer, what is your pre-show ritual?

A few leg shakes and a head rotation…two sharp intakes of breath.


Which famous Londoner would you most like to invite to your event and why?

Bill Bailey as he is a great comic and lovely bloke.

Our round. What are you drinking?

Fizzy lager.

What’s the best bargain you’ve ever bought?

My flat.

Which is your favourite tube line and why?

Hammersmith and city as it is mostly overground, but is probably the most unreliable.

London is full of excellent statues – if you were to have one of yourself cast what would it look like and where would it stand?


Frightening and outside The Comedy Store looking longingly in…

What is your favourite hidden London hangout?

Andover Arms in Hammersmith – lovely cosy boozer.

Sam Deards

Favourite book/film/song about London?

Book: London Fields – Martin Amis
Song: London Calling – Clash
Film: Ipcress Files

Top tip for someone new to town to survive London?

Walk faster.

What inspired you to start your business?

My love of performing and seeing comedy.

Congratulations! An aged and generous benefactor has died and left you £10,000,000. What business dream do you carry out?

Set up a comedy course for children/ teenagers to encourage them to perform and get confidence.

What one thing should our new mayor try to do?

Sort out the housing crisis.

Describe your perfect customer/punter/audience member.

Someone who laughs a lot and stays awake i.e. not my dad.


If your business had a coat of arms and a motto what would they be?

I would take my old school motto – paulatim ergo certe (“Slowly therefore surely”) and I’d probably take Alan Partridges blazer badge logo.

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