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Sunderland Cultural Strategy October 2014 CONTENTS

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Sunderland Cultural Strategy October 2014 CONTENTS Sunderland October Cultural 2014 Strategy Sunderland Cultural Strategy October 2014 CONTENTS SECTION 1. OUR CITY AND ITS CULTURE ............................................................................................................... 05 “WHAT DO WE MEAN BY CULTURE? ...............................................................................................05 OUR CITY - SUNDERLAND .................................................................................................................. 07 WHAT WILL THE STRATEGY ADDRESS? ...........................................................................................09 SECTION 2. SHAPING THE CITY’S CULTURAL OFFER .......................................................................................13 WHAT WILL THE STRATEGY ACHIEVE? .............................................................................................13 OUR APPROACH – DEVELOPING ARTISTS, AUDIENCES AND VENUES ..................................15 DESIGN PRINCIPLES ............................................................................................................................. 18 HOW WILL THE STRATEGY WORK? .................................................................................................. 19 HOW WILL THE STRATEGY BE MANAGED AND MONITORED? ................................................ 19 SECTION 3. OUR COMMITMENTS - STRATEGY INTO ACTION......................................................................21 HOW CAN YOU GET INVOLVED? ...................................................................................................... 22 APPENDIX 1: BACKGROUND TO THE STRATEGY DEVELOPMENT PROCESS ............................................ 25 WHY PRODUCE A CULTURAL STRATEGY? ..................................................................................... 25 WHO WILL BENEFIT? ............................................................................................................................ 25 THE POLICY CONTEXT......................................................................................................................... 25 NATIONAL ................................................................................................................................................ 25 REGIONAL ................................................................................................................................................26 LOCAL .......................................................................................................................................................26 WHO HAS PRODUCED THIS STRATEGY? ........................................................................................ 27 HOW HAS THE STRATEGY BEEN DEVELOPED? ............................................................................ 27 APPENDIX 2: PROJECT OUTLINES ............................................................................................................................29 1) CELEBRATING SUNDERLAND ........................................................................................................29 2) BUILDING AUDIENCES AND CONFIDENT CONSUMERS .......................................................30 3) NURTURING CREATIVITY .................................................................................................................31 CREATIVE PROJECTS IN SUNDERLAND .................................................................................34/35 Cover image: Kelly Richardson, Orion Tide, 2012 Partially commissioned by National Glass Centre, Sunderland 02 03 Sunderland Cultural Strategy October 2014 SECTION 1. OUR CITY AND ITS CULTURE Sunderland has much to offer its residents enthusiastically entering a new phase in its and visitors. However, several issues long history of industrial and commercial Culture is us. are preventing it from fulfilling its true prowess and by addressing some of potential as a thriving, vibrant place to live, its current weaknesses with renewed work and visit. determination. Sunderland is widely We make it. recognised as a good place to do business Culture is an important part of everyday but more can still be done. life - it is made up of many of the things we It’s what we do, what we remember, enjoy. Residents and communities can all The Economic Masterplan’s Vision is for benefit from a good cultural understanding. Sunderland to become ‘An entrepreneurial what we think and what we feel. The more we all know about culture the University city at the heart of a low-carbon more there is for everyone to like and for regional economy’. The city’s future is tied Culture is important to a city and a everyone to be proud of. to the wider economy and so it must be collaborative and outward looking. The strong cultural offer has both social There are other benefits too. Increasingly, Economic Masterplan has identified five key employers are seeking individuals with a sectors where transformational growth is and economic benefits. well-rounded knowledge of the world well likely to take place if its actions are followed. beyond the technical aspects of their job. One of these sectors is the Creative Industries. Cultural education contributes substantially Sunderland has a Creative Industries Strategy to this knowledge and can therefore help which is currently being implemented. Its create the enterprising workforce of the objective is for those industries to become future to drive forward the city’s growth a much more significant contributor to the agenda. There are also wider social benefits reputation, cultural offer, attractiveness and from us all celebrating our cultural heritage. economic development of the city – and in particular the city centre. It is therefore Culture is important to the city’s sense of important that the role and contribution of pride – which then has far reaching effects the creative sector to the city’s economic on the physical and mental wellbeing of development is identified and maximised. our citizens and their environment. Getting We propose that this now be taken forward a clear sense of place when you visit within this wider Cultural Strategy. Sunderland is one way of understanding the city and appreciating its artistic and We have adopted the definition of Culture heritage composition. In that sense, as set out by the Department for Culture, culture is bundled up with many things Media and Sport in the UK City of Culture that together make up what Sunderland 2017 guidance: is all about – such as Premier League “WHAT DO WE MEAN BY CULTURE? football – a very important contributor to Sunderland’s global image. Culture is also Culture is generally taken to include the important to Sunderland’s economy. In following areas: arts (including visual 2010, Sunderland’s Economic Leadership arts, literature, music, theatre and dance), Board set out their ambitions clearly in the architecture, crafts, creative industries, widely endorsed Economic Masterplan. design, heritage, historic environment, It describes how Sunderland will become museums and galleries, libraries, archives, University of Sunderland performance a fundamentally more prosperous city by film, broadcasting and media.” at Customs House 04 05 Sunderland Cultural Strategy October 2014 SECTION 1. OUR CITY AND ITS CULTURE Notably, this definition does not include expresses itself – visually, artistically, socially sport and physical activity. We recognise and economically. Culture and creativity the huge contribution that sport makes can be the ‘voice’ of a city. Produced and to Sunderland’s sense of being and the performed well, culture becomes a source importance of encouraging people to be of pride and belonging. Culture forms a National Glass Centre more active more often to benefit their central component of the attractiveness overall health and wellbeing. Plans and of a city and in many ways, it is the extent strategies for sport and activity are also of the cultural offering that distinguishes Sunderland is a major city with a proud history being developed with partners, including a city from a large town. In an important the Health and Wellbeing Board to ensure city, you would expect to experience a rich and strong international connections. Its cultural that better health outcomes are achieved mix of touring shows and home grown across the city. talent. And in a successful city, some of that assets are significant and highlights include: home grown talent would be recognised Further information on how the Cultural internationally. MUSEUMS AND GALLERIES LANDSCAPES AND GREEN SPACES Strategy was developed is provided in National Glass Centre Beach and seafront Appendix 1. Sunderland’s culture is constantly evolving Northern Gallery for Contemporary Art River Wear influenced by many factors, including Sunderland Museum & Winter Gardens Mowbray Park OUR CITY - SUNDERLAND physical geography, politics, religion and Monkwearmouth Station Museum economy. Sunderland is one of a small North East Land Sea & Air Museum FESTIVALS AND EVENTS The city’s culture number of UK cities by the sea with a beach. Sunderland International Air Show Together with its river heritage this lends it THEATRES AND MUSIC VENUES Split Festival is what it lives and a unique and distinctive quality. However, Sunderland Empire some feel that the geography of Sunderland Arts Centre Washington EDUCATIONAL INSTITUTIONS breathes. It’s also – a city split by its river and major highway Stadium of Light Concerts University of Sunderland-Faculty of Art,
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