COMMUNITY ENGAGEMENT STRATEGY “True regeneration is about creating a lasting legacy. This will only occur if the local community feels connected to the developer who helps shape where they live, work and visit.”

Ash Patel Community Engagement Manager

CONTENTS

4 Aim of the strategy 5 Our vision 7 Community Initiative Research Report 9 What is community engagement? 12 Programme 13 Methodology 15 Community engagement 17 Outreach 20 Audiences 21 The Yellow’s project partners 23 Governance 23 Monitoring and evaluation 25 Enjoying The Yellow The Yellow COMMUNITY ENGAGEMENT STRATEGY

AIM OF THE STRATEGY ’s community engagement strategy aims to foster a vibrant and happy community at by bringing together existing and new residents, workers, students and local groups through a robust, balanced and accessible programme. The Yellow’s strategy will evolve as Wembley Park develops and the number of residents increases.

4 The Yellow COMMUNITY ENGAGEMENT STRATEGY

PEOPLE MAKE A PLACE COME TO LIFE, THEY CREATE WARMTH OUR VISION AND OWNERSHIP. A SUCCESSFUL COMMUNITY ENGAGEMENT PROGRAMME WILL ENCOURAGE PEOPLE TO FEEL POSITIVE ABOUT WEMBLEY PARK AS WELL AS MAKING THEM PART OF THE EXCITING JOURNEY.

COMMUNITY ENGAGEMENT IS KEY TO THE SUCCESS OF WEMBLEY PARK’S VISION

LISTENING POSITIVITY TEAMWORK SUSTAINABILITY CONNECTIONS Organising activities Supporting the Promoting and Focusing on the Working to provide to fulfil requests by borough to develop supporting community long term viability access and links the community voiced positive identity led projects, of The Yellow and to our partners through feedback and create a offering volunteering creating a space to harness the skills of forms, surveys and cohesive community opportunities and for years to come. the local community. drop-in sessions. at Wembley Park. encouraging community participation.

6 The Yellow COMMUNITY ENGAGEMENT STRATEGY

COMMUNITY INITIATIVE RESEARCH REPORT

QUINTAIN COMMISSIONED RESEARCH TO THIS RESEARCH WILL SHAPE FUTURE VISITORS TO THE YELLOW THE EXPERIENCE OF OUR VISITORS INFORM THE PROVISION FOR THE YELLOW PROGRAMMES BY UNDERSTANDING A WIDE AND SKILLED COMMUNITY PROGRAMME RANGE OF FACTORS, SUCH AS WHO ENGAGES, Demographics Popular activities AT WEMBLEY PARK. THE TEAM HAVE BEEN WHAT AUDIENCES WOULD LIKE TO DO, AND DELIVERING A RANGE OF COMMUNITY LEVELS OF SATISFACTION AND AWARENESS PROGRAMMES SINCE 2015/16 THAT HAVE AROUND WHAT IS OFFERED AT THE YELLOW. Male 28% Social and Family Activities 35% ENABLED THE TRIALLING AND PILOTING 25 to 44 OF ACTIVITIES. Sports & Physical Activities 30% years old 58% Arts & Crafts 26% Female 72% Wellbeing & Health 24% Performances & Shows 23%

Employment Who they attend with

Family 38%

Full-time 49% Friends 33%

Part time 17% On their own 44% Other 12%

Geography Impact

Right across London but visitors Most users to The Yellow agree that were predominately from in and participating in the programmes on offer, around Brent. made them feel part of their local community.

8 The Yellow COMMUNITY ENGAGEMENT STRATEGY

WHAT IS COMMUNITY ENGAGEMENT?

An evolving Real life Local discipline and digital

IN THE PAST, THE TERM CURRENT THINKING IN COMMUNITY ENGAGEMENT “COMMUNITY ENGAGEMENT” PLACEMAKING PRACTICE SHOWS HAS COME TO MEAN THE WAS USED TO DESCRIBE ONE COMMUNITY ENGAGEMENT AS SENSE OF PRIDE AND SHARED ELEMENT OF THE LEGISLATED AN ACTIVE EXPERIENCE WHICH OWNERSHIP IN A PARTICULAR PROCESS OF COMMUNITY IS MUTUAL AND POSITIVE. PLACE. THIS IS A NOTION CONSULTATION. WHICH IS SPECIFIC TO It is the building of relationships, A LOCATION AND CANNOT BE In recent years, developers both real and tangible, and MANUFACTURED OR REPLICATED. and place makers have used also harnessing social media it in a different way; to refer groups and noticeboards. Community engagement in more to the social glue which The best programmes reflect Wembley Park has to respond binds a community together. the thinking and ideas of local to the local context rather The rise in PRS across the people. than simply copying an activity capital has given increased which has taken place in corporate value to how a different part of London. people engage with place. Many activities are often However there are still rooted in a specific location. COMMUNITY ENGAGEMENT a relatively small number of examples or theories of community engagement IS A TWO WAY EXCHANGE practice. OF CREATIVITY AND IDEAS

10 The Yellow COMMUNITY ENGAGEMENT STRATEGY

PROGRAMME

TAILORED AND MANAGED TO FOSTER It is flexible and adaptable so it can grow as COMMUNITY ENGAGEMENT, THE PROGRAMME IS the community continues to establish itself. DESIGNED TO CREATE OPPORTUNITIES FOR LOCAL To date, it has provided a platform for local PEOPLE TO MEET AND GET TO KNOW EACH OTHER. enthusiasts to shape and explore their own interests. Their combined work to date has been extremely well received.

The programme is designed to continue this great start with activities which are diverse, engaging and balanced. Popular weekly, monthly and special activities / events will continue.

There will also be a link into the Community Skills Programme to trial master classes and new workshops, such as: “Ask a plumber” and community construction skills.

UNDER 5 YOUTH ADULTS PENSIONERS Wonderkids Football Street dance Street dance Creative coffee Academy Advanced Hip Hop Art workshops Crochet basics Parents & toddlers Performing arts Be Smart Get Fit Urban gardening Pilates Parkour Kick boxing Social get together Nutrition class Cooking classes Yoga Debate group Tai Chi Art workshops Short circuits Rowing classes Beat boxercise Group run Parkour Indian dancing Cooking classes

12 The Yellow COMMUNITY ENGAGEMENT STRATEGY

METHODOLOGY UNDERPINNING THE COMMUNITY ENGAGEMENT STRATEGY IS A NOMINAL JOURNEY TAKEN BY WHILE THERE IS NO EXACT SCIENCE FOR THE FOSTERING AN INDIVIDUAL ENGAGED WITH BY THE YELLOW OF COMMUNITY ENGAGEMENT, THE TEAM UNDERSTAND THAT: AT WEMBLEY PARK. Communities like having an element of curation and structure to spark their imagination and also like to be able to bring their own individuality. They want a platform to support their own cultures and ideas. The aim is for everyone living at or near Wembley Park to be Communities want a sense of ownership AWARENESS aware that The Yellow exists. and they want their spaces to feel real. STAGE 1 People like to see something is happening and feel they belong to a community.

People like to see something is happening, even if they aren’t always ready or motivated to participate. This is making people aware of the vision for The Yellow. This stage The enthusiasm is infectious when people UNDERSTANDING may include visits to undertake can be motivated or encouraged to meet activities or to use the space. someone new or learn something new. STAGE 2

It is anticipated that the Wembley Park communities will change and mature over time. The engagement strategy needs to be flexible to respond to current and future The strategy aims to provide multiple need rather than simply repeating what access points to active engagement has worked in the past. ENGAGEMENT with The Yellow. This may develop over Advocate / participant / volunteer time and may change according to the individual’s time available and activities being programmed. STAGE 3

14 The Yellow COMMUNITY ENGAGEMENT STRATEGY

COMMUNITY ENGAGEMENT IS THE GLUE WHICH MAKES A PLACE FEEL LIKE HOME

OUR MISSION IS TO: WILL YOU… 1 Listen to what you want • Be a volunteer, run an activity, and support your ideas. put on a show? 2 Broker connections through • Give some time to The Yellow? our networks. 3 Help you take on new challenges. 4 Celebrate your successes. 5 Plan future events and activities through surveys and feedback. WE AIM TO CREATE COMMUNITY BY BRINGING PEOPLE TOGETHER.

16 The Yellow COMMUNITY ENGAGEMENT STRATEGY

OUTREACH

THE YELLOW AIMS TO BUILD STRONG RELATIONSHIPS WITH SCHOOLS, STUDENT ACCOMMODATION, BRENT COUNCIL, PARTNERS AND LOCAL GROUPS DRAW ON THEIR ENERGY IN ORDER TO REACH THE WIDEST POSSIBLE AUDIENCES.

OUTREACH ACTIVITIES ARE DESIGNED TO BUILD TRUST:

• Acting as the liaison point for student groups

• Planned monthly visits to local schools and student accommodation

• Tailoring the timing and approach of engagement to suit Wembley Park residents

• Supporting Brent Council teams with outreach activities and promotion

• Connecting with charities, local groups and organisations to provide them with a platform to support their programmes

18 The Yellow COMMUNITY ENGAGEMENT STRATEGY

PRIMARY TARGETS WITHIN AUDIENCES THIS CATCHMENT ARE:

· Schools

· Local residents

· Brent Council teams

· Students

· Partners and collaborators

· Charities and local groups which serve these audiences

However, connections are sought within walking distance in order to enable the relatively new facility to deliver programmes and ideas which are interesting and enlivening to Wembley Park and keep the estate outward-looking.

THE COMMUNITY ENGAGEMENT STRATEGY AIMS TO PRIORITISE TARGET AUDIENCES BY PROXIMITY – INDIVIDUALS WITHIN A 20 MINUTE WALK ARE PRIORITISED

20 The yellow COMMUNITY ENGAGEMENT STRATEGY

THE YELLOW’S PROJECT PARTNERS

IN ORDER FOR THE COMMUNITY STRATEGY The heart of community engagement is connecting TO BE AS EFFECTIVE AND RESOURCE EFFICIENT the community to stakeholders, collaborators and AS POSSIBLE, THE STRATEGY IS BASED ON delivery groups. This will enable opportunities, DEVELOPING STRONG RELATIONSHIPS WITH promote local identity and community cohesion. A RANGE OF PARTNERS, COLLABORATORS AND DELIVERY GROUPS. • Wembley Park residents

• Wembley Park neighbours

• Brent Council teams

• Brent Connects

• Local charities

• London Designer Outlet

• Arts organisations

• Local schools

• Partners – Boxpark, Second Floor Studios, A full communications programme to Troubadour Theatre, COMMUNICATING, encourage engagement and participation. • Local charity CELEBRATING & Events participation celebrated: local community Couch to 5k project captured ENGAGING on Wembley Park’s hoarding. Engaging with and listening to the community through surveys, social media, outreach, leaflets, website and face to face.

22 The Yellow COMMUNITY ENGAGEMENT STRATEGY

It is proposed that the governance of GOVERNANCE The Yellow should be formalised in 2020. This will provide support for the team MOST CURRENT DECISIONS ARE SIGNED on the ground and enable them to OFF DIRECTLY BY THE COMMUNITY administer decisions which affect local ENGAGEMENT MANAGER. groups with a degree of distance.

As The Yellow grows in size and influence, this governance will be able to provide site-wide support.

In order to evaluate the relative success MONITORING of the programme and The Yellow as a whole, the Community Engagement Team runs a range of evaluation tools. These & EVALUATION include both quantitative and qualitative mechanics, and together they will provide a detailed tracking of how the local community responds to the programme.

Additionally the team is looking to uncover information about the changing community landscape in this growing development.

24 31 The Yellow COMMUNITY ENGAGEMENT STRATEGY

15 HOURS ENJOYING THE YELLOW OF FREE ACTIVITIES PER WEEK OVER 25 15 WEEKLY ACTIVITIES OVER 10K PEOPLE + HAVE VISITED 25 THE YELLOW 10K+ SINCE OPENING

INTERNATIONAL WOMEN’S DAY

OPEN MIC NIGHT

“WEMBLEY PARK WISHES 70 OR MORE THE WORLD WELCOME“ REGULARS ATTEND OUR OPEN MIC NIGHT OVER 80 SCHOOL 80+ CHILDREN PARTICIPATED 70+

BLACK HISTORY MONTH 26 1 Humphry Repton Lane Wembley Park London HA9 0EG @wembleypark wembleypark.com/theyellow #theyellow