The Culture Trust Business Plan 2020-25 Report — CONTENTS

SUMMARY 03 1. OUR PRIORITIES 04 2. CONTEXT 09 3. STRATEGIC CULTURAL VENUES 11 4. STRATEGIC PARTNERSHIPS 15 5. STRATEGIC PROJECTS 17 6. STRATEGIC COLLECTIONS 18 7. IMPACTS 19

Front image: Photo: The Basement Bunch Ltd - a film and theatre production company with a commitment to community. https://thebasementbunch. co.uk - Photo by Greta Zabulyte — SUMMARY

The Culture Trust is an independent Our purpose charity and company limited by The Culture Trust Luton is a progressive and entrepreneurial arts and cultural charity guarantee, established in 2008. and our mission is to connect communities We produce and present year- through meaningful culture and creativity. round programmes of activity Our vision across our two theatres, museums, Is to be recognised as a national arts and cultural arts centre, gardens, historic hat exemplar. factories and creative spaces. Our strategic aim Is to be financially independent. We manage the town’s heritage Our values collections and archives and Drive our choices, approach and organisational culture. have a collection of over 2 million We are: artefacts. We hold the most — Passionate extensive and complete hat — Relevant — Inspirational and headwear collection in the — Distinctive UK and the Mossman carriage — Ethical collection at Stockwood Discovery Priorities: Centre is the largest in Europe. Over the next 4 years (2021-25), we are focusing on delivering six priorities; We are proud to be based in Luton PRIORITY 1: Widen Community Participation and we welcome thousands of We increase community participation by freely regular local and regional users opening, animating and sharing culture at Wardown to our venues. We also invite the House Museum and Stockwood Discovery Centre. PRIORITY 2: Develop Young People’s Skills and Talent wider international community We will engage young people in a programme of to engage with this incredibly creative skills and talent development with clear diverse and stimulating town cultural career progression routes. through our cultural offer. PRIORITY 3: Present Inspiring and Diverse Arts We widen access to culture by presenting local and international music, theatre, comedy, dance and visual arts at Arts Centre, Library Theatre and Storefront Gallery. PRIORITY 4: Grow Luton’s Creative Industry Cluster We will grow the Hat District creative community, networks, creative industry events, outdoor activity and promote more engagement with Luton’s hat heritage. PRIORITY 5: Co-curate Museum Collections We will curate and co-produce locally relevant and nationally important exhibitions, collections and projects. PRIORITY 6: Boost the Creative Economy We will develop a sustainable, resilient and forward- looking Trust, boost the local economy and advocate for the creative and cultural sector.

Fig. 1 Stockwood Discovery Centre Gardens Image: The Culture Trust Luton 1. OUR PRIORITIES Fig. 2 Theatre at Wardown House Museum Image: The Culture Trust Luton

We nurture our customers and Our Programme: audiences and we engage the What we programme: creativity of artists, curators, writers, Theatre, dance, circus arts, film, literature, story-telling, performers and producers to make exhibitions, workshops, talks, artist residencies, family great new work. events, comedy and music. Through our programmes we actively Where we programme: The Hat Factory studio theatre, gallery, basement promote the value of arts and culture in lounge & bar, Hatch Workshops, Luton Library Theatre, creating a sense of place, regeneration, Wardown House Museum & Gallery, Murray Barford wellbeing, community cohesion and in Gallery, Stockwood Discovery Centre’s special exhibition improving the quality of people’s lives. space, Hat Works and Hat District outdoor spaces. Our primary target market is: Across our programme we provide Local, under 25’s, artists/creative practitioners and creative opportunities and activities diverse communities: We will predominantly target for young people to inspire them and young people under the age of 25, students and creative practitioners and arts graduates. We also generate skills for life. re-engage lapsed local users or those who attend infrequently and provide opportunities for them to We create transition and progression engage more regularly. We will specifically focus on routes between formal education and increasing audiences and users from our diverse successful careers to enable anyone communities especially those who rarely engage in with a skill, interest or passion in arts arts and culture. and culture to meet their full potential. Our secondary target market is: Regional and national: We will develop incentives and Arts and cultural activity, resources, campaigns to attract people from a one hour travel venues, stock and collections are an time by bike, car, bus, train or plane to attend our major important way for the Trust to deliver programmes and events and use/hire our spaces. its objectives and so access to our International partnerships: communities is a priority for us. Are important to us to connect our work between the Trust and national and international partners who share arts and cultural objectives with us. By flight it’s one hour to Paris, two hours to Milan and seven hours to New York. OUR PRIORITIES

PRIORITY 1: Work streams: WIDEN COMMUNITY PARTICIPATION 1.1 Wardown House Museum and 1.3 Cultural Wellbeing: Gallery: To develop Arts on Prescription To provide free public access to and wellbeing walks/trails for We increase community the museum, collection and to people of all ages engaging in participation by freely an inspirational venue which is free and subsidised activity that opening, animating and managed to high professional promotes positive mental health. standard. We deliver additional sharing culture across events theatre, music and 1.4 Growth Area for Research and temporary exhibitions involving our venues including Development: Wardown House and encouraging community collections and diverse histories. We would like to grow our own Museum and Stockwood produce in the greenhouses and Discovery. kitchen garden at Stockwood to 1.2 Stockwood Discovery Centre: serve across our cafes. We will To provide free public access to develop our gardens, team and the gardens, museums, galleries, volunteers to grow healthy food to art and woodland for year- eat, including heritage produce, round horticulture and heritage and promote localtraders/ enjoyment. We will deliver producers. additional programmes of outdoor arts, community events, indoor exhibitions and outdoor projects.

PRIORITY 2: Work streams: DEVELOP YOUNG PEOPLE’S SKILLS AND 2.1 Schools Engagement: 2.3 Hat Works, Pioneers and TALENTS To provide specialist workshops Members: and educational visits linking To provide inspiring creative our cultural offer and museum workspaces for creative We will engage young collection/stories with the practitioners. We will offer people in a programme curriculum and wider learning affordable and accessible ‘pay as needs of young people. We will you go’ creative business start-up of creative skills and deliver activities at Stockwood, talent development with Wardown and the Hat District, spaces and member benefits. both virtual and physical. clear cultural career 2.4 Growth Area for Research & progression routes. Development: 2.2 Creative Skills and Career We would like to more formally Progression: train own curators and To develop inter-connected cultural leaders and engage workshops, events and networks local young people currently for young people to continually under- represented in Museum engage in culture and develop Management and Cultural cultural careers. We will provide leadership. To continue to launch specialist resources at Hat Works, careers in Luton and create world Hatch and Place of Making in class curators/cultural leaders. partnership with Universities, Schools, Colleges, Sixth Forms and LCEP.

OUR PRIORITIES

PRIORITY 3: Work streams: PRESENT INSPIRING AND DIVERSE ARTS 3.1 Hat Factory Arts Centre: 3.3 Luton Library Theatre: To deliver a programme of To showcase a seasonal stimulating, entertaining and programme that will focus We will widen access to diverse arts in our well- equipped on Young People and family culture by presenting and inclusive arts venue. We will audiences. We will also provide locally relevant and present, produce and partner new opportunities and technical work, showcase exemplary touring support for local companies and nationally important and engage local companies, artists groups to collaborate and hire music, theatre, comedy, and community initiatives to widen engagement. the space to test new work in a dance and visual arts professional environment. at the Hat Factory Arts Centre, Library Theatre, 3.2 Artist Commissions and New 3.4 Growth Area for Research & Storefront Gallery and Work: Development: To commission, support and We would like to grow our Arts the Hat District in the subsidise artists and creative production skills, and capacity and heart of Luton. companies who are developing team so that we can develop new locally relevant and nationally work and for our Venues to be important work that will excite and artistically led. engage new audiences to attend the Hat Factory Arts Centre, the Storefront Gallery and Factory Window.

PRIORITY 4: Work streams: GROW LUTON’S CREATIVE INDUSTRY 4.1 Hat Factory Arts Centre: 4.3 Growth Area for Research & CLUSTER To become a vibrant creative Development: industry cluster of workspaces The long-term strategy for the providing jobs, opportunities and Trust is to grow its freehold assets We will grow the exemplary spaces to develop and and further develop underused Hat District creative grow creative industries, jobs, skills spaces and heritage buildings and networks. community, networks, across the Hat District with a creative industry view to developing new creative 4.2 Creative Networks: workspaces, projects and initiatives events, outdoor activity To promote and animate the Hat that will grow the creative ecology and promote more District Creative Cluster. We will and vibrancy. engagement with support collaboration to grow the Luton’s Hat Heritage. presence of creative industries in Luton. We will develop networking events, forums and opportunities to develop the Hat District as a go-to place for creatives to meet, socialise, network with the Creative Industries Federation, SEMLEP, Luton Creative Forum, LBC and University of .

OUR PRIORITIES

PRIORITY 5: Work streams: CO-CURATE MUSEUM COLLECTIONS 5.1 Accredited and Exemplary 5.4 Hat and Headwear Collection: Museums: To develop study and research To curate and maintain our programmes that will increase We will curate and co- Museum collection and galleries footfall to the Hat and Headwear produce locally relevant to accreditation standards and Research Centre at Wardown and nationally important ensure professional management and promote the hat collection and digitisation of stored objects nationally and internationally. exhibitions, collections and archives within our stores We will further develop the hat and projects. at Cutenhoe, Wardown and Stockwood. collection, digitisation and seek ‘designation’.

5.2 Museum and Culture Makers: 5.5 Growth Area for Research & To continue to grow the award Development: winning volunteer programme - We have a long-term ambition to Museum Makers and expand into grow the museum at Stockwood Culture Makers. We will provide in order to provide a world- high value activity and impacts for class collection and visitor draw. all. In partnership with LBC and Save Our Town we will look at 5.3 Diverse Collections and options to showcase the Vauxhall Heritage Stories: car collection and develop an To develop the collection to enhanced facility. be more representative of local histories with a focus on introducing more Black and Asian heritage objects and stories into the Museum narrative. We will co-produce heritage tours and collection sharing events with the local community. OUR PRIORITIES

PRIORITY 6: Work streams: BOOST THE CREATIVE ECONOMY 6.1 Organisational Resilience: 6.4 Cultural Impacts: To diversify the core funding To demonstrably communicate and to grow more generated impacts of our work to our funders, We will develop a funds from the Hat District and customers and key stakeholders. sustainable, resilient Trading Company. This will include To satisfy partnership agreements and forward looking reviewing priorities, resources, with , fundraising and harnessing London Ltd., Arts Trust, maintain our entrepreneurial opportunities and Council , SEMLEP, partnerships that will support our entrepreneurial spirit, Historic England and National boost the local economy charitable objects and Business Plan. Lottery Heritage Fund. Ensuring and advocate for the efficient and effective central creative and cultural administration, data, document, sector. 6.2 Financial Resilience: finance and office management. To review and strengthen our resources, policies, IT and practices 6.5 Growth Area for Research & to ensure we can meet the needs Development: of the Trust through periods of We aim to improve our green change and uncertainty (such as credentials, in partnership with Covid-19) and comply with Charity Julies Bicycle, to reduce energy Commission, Companies House consumption and ensure and funding agreements. sustainable practice across the Trust’s venues and operation 6.3 Workforce Development: to reduce car use, travel and To develop individual and team electricity/energy use across sites. skills and talents within our workforce. This will include investing in development of our team in order to grow and maintain a high performance and job satisfaction. We will review diversity to ensure we are representative of our customers and community. 2. CONTEXT

2.1 Our structure: model provides the charity with 2.5 Our DDD Model: We are a not-for-profit charity assurance that it has a very long- The Direction, Development and with a turnover of circa £3.1m term sustainable future.. Delivery (DDD) model outlines and we own a trading company the way in which we develop, which gifts profit back to the 2.3 Our operation: deliver and direct our work, how charity. We submit annual returns We operate primarily from three we communicate and how we to Companies House and the cultural sites which are Wardown share ideas and, importantly, how Charities Commission. We have House Museum & Gallery, we remain responsive and make a Board of Trustees who provide Stockwood Discovery Centre and decisions. governance and meet quarterly, the Hat Factory Arts Centre. The monitoring performance through three cultural sites are important HR, Finance and Trading Sub- and attractive heritage buildings Committees. Day to day running and grounds, and they are the of the charity is delegated to the main focus for our programmes, Chief Executive who reports to the activities, commercial operation board. and audience development. Each site tells a different and important historical story about the people of Luton and they each create a different type of platform to present We generate funds through our today’s stories. The Culture Trust ticket sales and events and also team of staff, volunteers and board Fig. 3 Direction, through our trading company members specialise in enabling Development & Delivery model profit (retail, catering and hire). We our visitors to engage with our also receive an annual donation collections, programmes, resources from London Luton Airport and with each other. Most of our 2.6 Luton: Limited (LLAL). In addition we buildings are owned Luton is a post-industrial have a funding agreement with by Luton Borough Council town, known for its history in Arts Council as a National Portfolio (LBC) and we operate under manufacturing through Vauxhall Organisation (NPO). a peppercorn rent, leases and Motors, Electrolux and hat It is recognised that this is not agreements of varying terms and factories such as Olney’s, Gurney’s sustainable and that we are heavily tenures. Our three core sites have and Connor’s. Hat making reliant on these funds. It is our long leases, we have two freehold began in Luton during the strategic aim to be financially properties along with a number of 16th century and this industry sustainable in 2025 by generating operational agreements with LBC dominated the local economy. net income which covers over relating to IT and Health & Safety. Luton-made straw and felt hats 50% of our costs through trade have been, and still are, marketed and activity. This will mean that 2.4 Our team: across the world. Once boasting we are not over-reliant on grants We are a major creative industry over a hundred hat factories across and the LLAL donations to deliver employer with a team of 44 staff the town, Luton now has four. our core work. Should funding and a large supporting team of Economically Luton now benefits and facilities be withdrawn, the part-time staff and volunteers. from the development of London Trust would be able to deliver its Our staff structure and business Luton Airport, a new enterprise charitable objectives from its own planning follows the DDD model zone, and excellent transport links freehold properties. Whilst this which is highlighted below: and infrastructure which places is not our preferred option, the Luton in an enviable position CONTEXT

with easy access to national and international travel, trade and recreation. Luton has a population of approximately 213,000 (54.7% are white, 30.0% Asian, 9.8% Black, 4.1% mixed heritage and 1.5% other). The 2011 census identified Luton to be a ‘plural’ town, where no one ethnic group is in the majority. Luton has a higher than national average population of young people and a lower than national average number of people over the age of 44.

Research undertaken through the Active People survey in 2010, found that just 35% of Luton’s population engage or participate in cultural activity, placing the 2.8 Our users: town in the bottom 20% of We normally attract 75,000 visits least culturally engaged places to the Hat Factory Arts Centre, in the UK. In September 2015 180,000 to Stockwood Discovery the Royal Society for the Arts Centre and 65,000 visits to (RSA) listed Luton as the second Wardown House Museum & worst town (324th) for heritage Gallery. engagement, assets and areas of The majority of our audiences natural beauty. Heritage Lottery are local with currently 20% of Fund has identified Luton as the visitors for the Hat Factory a priority development area. and Wardown House, Museum Those attending ticketed and Gallery coming from beyond events at the Hat Factory Luton. and Library Theatre are from the segments that are 2.9 Our regional reach: traditionally ‘highly engaged’ Our ticketed audience map with the arts, categorised identified the reach of our current as people who like ‘Trips & audience (2017-18) and where Treats’ (26%), people described we need to target our marketing as ‘Dormitory Dependable’ to intensify audiences locally. (20%) and ‘Commuterland The maps below show the % Culturebuffs’ (13%). of households in that area that It could therefore be said that bought a ticket through our our existing audience is already ticketing system. This map also culturally engaged, so we need to demonstrated what ‘local’ and develop programmes, marketing ‘regional’ reach looks like for to strategies and incentives to the Trust. better engage non-users.

Fig. 4 Based on the Audience Agency’s segmentation. Our regional reach showing Trust users’ postcodes: Image: Experian Ltd. - Our local reach showing Trust users postcodes Fig. 5 Hat Factory Arts Centre Image: The Culture Trust Luton 3. STRATEGIC CULTURAL VENUES

We focus our resources 3.1 Hat Factory Arts from both established and on animating our Centre emerging touring companies who three cultural venues are making high quality work in and heritage sites The Hat Factory Arts Centre the UK. is one of Luton’s leading arts and ensure that they venues featuring live music, club The Hat Factory Arts Centre are well used, locally nights, theatre, dance, films, comprises a 106 seat studio theatre, relevant and nationally children’s activities, workshops, a basement venue, gallery and important. Our three talks, networks and exhibitions. flat floor music venue, 13 creative strategic sites are workspaces, meeting rooms, We specifically target young and the Hat Factory Café and offices. Wardown House diverse audiences to engage in Capital refurbishment took place Museum & Gallery, our programmes, but welcome in 2018 and was completed in Stockwood Discovery everyone to be inspired by September 2019. Funded by Centre and the Hat the UK’s leading productions, the Trust, Arts Council England, Factory Arts Centre. artists and to develop artistic SEMLEP Local Growth Fund and skills and talents through skills Luton Borough Council this project These venues will development and professional has transformed the public areas of remain free entry and practice. Complementing our own the Arts Centre. open throughout the programming, we welcome local/ year thanks to funding regional promoters to the venue, from London Luton broadening our music offer and at the same time supporting young Airport Limited. promoters and their businesses. We programme contemporary theatre and dance with a focus on fresh, new and relevant stories STRATEGIC CULTURAL VENUES

3.2 Wardown House, Museum and Gallery

Wardown House, Museum and home during the Victorian period to the park and the Morning Room Gallery is a mid-Victorian, Grade as the original use of each room is now an art gallery as well as II listed building situated in the is communicated through the venue for events and exhibitions, beautiful landscaped Wardown collections including the Billiard and extensive work has made the Park on the outskirts of Luton Room, Smoking Room, Library and building fully accessible. town centre. Kitchen. With an exemplary hat and exhibitions, and extensive collection, local and social historical work has made the building fully Entry and parking is free and collections, the displays chart accessible. the House provides inspiring, the development of Luton and eclectic and beautifully curated celebrate its diverse communities. collections for people of all ages. Originally designed in 1872 as a The museum underwent a £3.5m private residence for Frank Scargill, redevelopment during 2016, a local solicitor, the house was reopening in April 2017 following bought by two local Councillors in a £1.8m grant from the Heritage 1903 who opened up the grounds Lottery Fund (HLF) to conserve the as a public park. The house historic building and transform the was used as a military hospital way its story is told. during the First World War before Wardown House now gives visitors becoming a museum in 1931. an insight into a wealthy family A new café provides direct access

Fig. 6 Wardown House Museum Fig. 7 Wardown House Museum Image: The Culture Trust Luton Image: The Culture Trust Luton STRATEGIC CULTURAL VENUES

3.3 Stockwood Discovery Centre

Stockwood Discovery Centre is beautifully designed formal modern day. Highlights include located in the Georgian Grade gardens and an array of specialist the Wenlock Jug - a rare medieval II listed stable block and walled plants, shrubs and trees. The masterpiece with strong links to garden of the former Stockwood garden is one of the few places Luton’s history and development, House. in the country where the work the town’s last tram, and the of acclaimed artist Ian Hamilton famous of It reopened in 2008 after a £6m Finlay can be seen on permanent carriages - the largest collection of investment programme and display. The site is free to access as its kind on display in the UK. includes interactive displays are the Museums and so the site is exploring local history from very popular with people of all ages prehistoric times to the present, a throughout the year. The Garden temporary exhibitions programme, Café is open every day and provides an award-winning carriage an exceptional variety of food and display, a visitor centre with a shop drinks to the many thousands of and café, an outdoor children’s visitors every week. discovery area and world, sensory, Our Museum galleries present medicinal, world and wildlife local history, carriage and car gardens. collections and tell the stories of Stockwood Discovery Centre real people behind the collections, includes walled gardens, exploring the history of the region woodland, historic greenhouses, from prehistoric times to the

Fig. 8 Stockwood Discovery Centre Image: The Culture Trust Luton STRATEGIC CULTURAL VENUES

The Hat District 3.4 Hat House The Creative Hat House is an imposing former Eco-system hat factory at 32 Guildford Street The Hat District is a The Trust is committed to that has been repurposed to transformational, three site contributing to the talent meet a gap in the market for development of the town through creative workspace development contemporary industrial-style its Skills & Talent Pipeline. All artists project led by The Culture Trust workspace with a heritage delivering work or commissions in providing workspace for new and pedigree. It is part of the wider Hat the Hat District will be contracted established businesses within District project breathing new life to contribute into the Creative into the Plaiters Lea conservation Luton’s Cultural Quarter. Ecosystem by offering a talk, area, attracting creative businesses, workshop, attend a networking support start- ups and promoting event, mentor or present their Luton’s heritage, arts and cultural stories and work to Luton’s Black, activities. Asian and Minority Ethnic creative

community and members of Hat 3.5 Hat Works Works. Hat Works regeneration project has brought back into use the oldest remaining hat factory in Luton which was empty for many years and in a state of disrepair. Hat Works will become the entry point for creative entrepreneurs, makers, innovators and collaborators to start-ups their micro- businesses and grow within the inspiring ecology of the Hat District.

Fig. 9 Hat District graphic art by Karl Brown Image: The Culture Trust Luton 4. STRATEGIC PARTNERSHIPS

Fig. 10 Learning at Wardown House Museum Image: The Culture Trust Luton 4.1 National Portfolio

A funding partnership with Arts Council England

We are delivering a unique model collections excellence, digital 3. Creative Case for Diversity: we for community and volunteer engagement and participation will contribute this through our engagement that has been shared through Museum Makers. targeted arts programme working as an exemplar across the UK. Our with Black, Asian and women commitment to co-producing the The programme covers 4 key artists. museum with our communities areas: has changed the way we operate 4. Museum Maker Schools: and helped secure investment 1. Collections Excellence: Co-Pro Schools will develop and into Wardown House. The model achieving this through Grow strengthen our arts work with local has informed the Library Makers Your Own (investing in our staff), schools. pilot and we plan to take it a stage providing funds to improve our further with Culture Makers in the Digital Resources. next 2 years. Now that we have secured NPO 2. Museum Makers 2.0: a review, funding we will engage and evaluation and new strategy to activate more people from Luton’s activate more Museum Makers, diverse communities to join. The and aligning with our digital work NPO delivery plan focusses on through a virtual curator. STRATEGIC PARTNERSHIPS

Our Partnerships

London Luton Airport Limited (LLAL) provide a donation to the Trust annually. The funding we receive enables us to widen reach through free entry to our museums, engagement with collections and cultural sites and accessible public engagement programmes. We also ensure the funding supports opportunities for young people to develop their creative and cultural skills and talents into careers. We specifically deliver the Community Funding Policy objectives.

Luton Borough Council (LBC) Fig. 11 Hat District Community Heritage Tour is a long-standing partner who Image: The Culture Trust Luton originally set up the Trust. LBC continue to support us in many NPO started in 2018. We value the South East Midlands Local ways and has enabled the Trust funding we have benefitted from Enterprise Partner (SEMLEP) to grow greater independence and the strategic discussions has helped support our work in so that we can stand on our about arts engagement and best promoting the growth of creative own two feet and make a major practice. Nationally we contribute enterprise and industries in Luton contribution back into the town. to the Culture White Paper 2016 through over recent years by being We value the funding, support and we deliver Great Art and part of their regional network. and partnerships we have Culture for Everyone. Through this group we found out with LBC to develop culture, about funding and subsequently regenerate, protect our heritage, Heritage Lottery Fund applied for the Local Growth grow skills and promote Luton. has regularly invested in the Funding which was accepted We contribute to: The Luton Trust over the last 10 years and in 2016. SEMLEP are a key Investment Framework; Arts & continues to support our vision supporter and funder of our future Cultural 10 Year Vision; Luton and plans to widen access to sustainability work. We contribute 2040. the town’s incredible heritage nationally to the government’s buildings, sites and collections. Industrial Strategy and regionally Arts Council England (ACE) Through our partnerships with to SEMLEP’s: Heritage, Sports, has supported our ambitions HLF we have also been able to Visitor Economy, Cultural & through funding the Luton develop our locally relevant and Creative Industry Plan and the Investment Fund ‘As you Change nationally important stories Strategic Economic Plan. So do I’ project, and, more through our exhibitions and recently, ACE has invested in our engagement programmes. We Hat Factory refurbishment and have also been able to encourage capital costs and accepted our more visitors to engage in our application for National Portfolio museums and to learn about the Funding (NPO) to expand our importance of local heritage. Museum Makers development at Wardown House. Our four year 5. STRATEGIC PROJECTS

Fig. 12 Hat District mural by Mark Titchner & Jonathan Barnbrook Image: The Culture Trust Luton

5.1 Hat District Learning from the town’s first step towards stabilising and Creative Cluster important history of hat making sustaining the Trust’s long-term and manufacturing, the creative position. Project cluster will once again contribute to the local economy by increasing By 2022-23, the Hat District Hat District is a project to job opportunities, visitors and project will: develop a cluster of inspiring spend whilst regenerating the work, study and show spaces area and boosting pride of place. — Develop 25,832 sq ft of new in the cultural quarter. We The Hat District consists of: the and bespoke creative business are creating facilities and Hat Factory Arts Centre on Bute workspace in the quarter — infrastructure to bring creative Street, Hat Works and Hat House Support, develop and enable 133 and talented people together on Guildford Street. The Hat additional Creative Industry jobs so that they can innovate and District buildings are within the — Have an economic impact of collaborate. Plaiters Lea Conservation Area £29m which is a key location for the — Boost the local economy by future development of Luton. We attracting 135,000 more visits to have developed a business model the four sites that shows how the Hat District — Grow a vibrant creative ecology will be self-funding by 2025. The and ‘life-style brand’ Hat District cluster project is the 6. STRATEGIC COLLECTIONS

6.1 Hats and Headwear The focus for the next 3 years will be on researching all aspects of the Luton hat industry story. We will do Hats and headwear are this through the hat district project synonymous with Luton. Over the and developing better links with last 5 years we have refocused the remaining hat manufacturers. our approach to curation away We will redisplay our collection in a from being generalists and larger gallery at Wardown House. toward a focus on this collection. We will also be maximising income generating opportunities through Our plan is to secure ACE a national/international touring designated status. By growing exhibition, publication and retail. our own skills and expertise we are positioning ourselves as the national experts and through this will make new partnerships with other significant collections, such those at Stockport Museum and with international partnerships with Italy, Switzerland and Japan.

Along with our own 4 Vauxhall 6.2 Carriages and cars, is an opportunity for a new partnership with Vauxhall Motors Vehicles Limited. We are working with Save Our Town and Luton Borough The Mossman collection at Council on supporting the Vauxhall Stockwood is the largest horse heritage collections and with it a drawn vehicle collection in proposal to investors and funders to Europe. develop a new gallery at Stockwood to showcase this world class It offers a unique opportunity to collection. develop and collate a nationally important archive of the history of horse draw vehicles, design manufacture and social history. Building on our experience with hats and headwear we will to look at developing this collection. 7. IMPACTS

By 2023 we will:

— Welcome 350,000 visits to our cultural sites and venues

— Develop 25,000 sq ft of Hat District workspace with creative industries supporting over 100 jobs and 22 start-up businesses

— Engage with 95% of primary schools and attract 21,000 young people to engage in arts and skills development

— Promote public engagement with heritage by opening up historic venues for free visits over 350 days per year

— Provide meaningful engagements for 250 active volunteers throughout the year

Fig. 13 The Hat Factory Arts Centre — Satisfy 33,000 ticket holders at Image: The Culture Trust Luton our diverse and stimulating arts and cultural events

— Reduced our carbon footprint by ensuring 65% of our consumables are purchased locally Find out more: — Fundraise over £1 million inward For regular progress in our delivery of this plan please funding for culture in Luton visit our website: www.culturetrust.com

— Spend £1.5 million in the local ©2019 Culture Trust economy every year Registered Charity No. 1122964 Company registration No. 06373488 Registered address: Luton Cultural Services Trust The Hat Factory Arts Centre, 65-67 Bute Street Luton, Bedfordshire, LU1 2EY