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Culture and the Visitor and Rural Economy

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Culture and the Visitor and Rural Economy Culture and the visitor and rural economy Councillor Robin Ashcroft, Portfolio Holder for Economy, Culture and Leisure South Lakeland District Council South Lakeland District • Predominantly rural character with population distributed across wide area covering 600 square miles • South Lakeland population of the district at the 2011 Census was 103,658. • One of six districts in Cumbria • Part of the Lancaster & South Cumbria Economic Region South Lakeland District • South Lakeland was ranked 5th in the North West in the Grant Thornton Vibrant Economy Index for 2018 – this lists areas by economic performance, taking into account factors such as prosperity, dynamism and opportunity and health, wellbeing and happiness. • A growing local economy – total GVA in South Lakeland rose to £2.4 billion in 2017, rising by more than £21m. • Home to nationally and globally significant companies, such as GlaxoSmithKline, Siemens, Lakeland, Anord Mardix, James Cropper and Oxley. • Quality of life – ranked 7th overall in England in RSA Heritage Index • South Lakeland encompasses large parts of the Lake District, UNESCO World Heritage Site. • Contribution to the value of tourism in 2018 was £1.3 billion (up 5.6 per cent on 2017), representing 44% of Cumbria's total tourism revenue. • South Lakeland had 18.54m visitors in 2018 • World class cultural offering including national portfolio organisations Arts Council England • Kendal College ranked No 1 in the UK Context Our ambition is… Working together to make South Lakeland the best place to live, work and explore Context Demography • South Lakeland has an ‘old’ population relative to rest of UK • Under 40’s significantly under represented compared to national average • Pattern that is largely repeated in the area’s visitor profile Five main challenges • 44% under the national average of people aged 16-34 • Sustainable communities • Lack of economically active people • Affordable housing • Digital connectivity Our guiding principles South Lakeland… • An area rich in cultural resources and creative potential • A place where culture and creativity are highly valued • To play a pivotal and dynamic role in enriching all aspects of social, economic and community life • Reveal the unique character of the area • Unlocking the potential of the area for the benefit of local people and visitors Our aims – Unlocking our potential • To develop South Lakeland as a place where residents and visitors have the highest quality opportunities to access cultural activities and facilities • To celebrate the culture and creativity of South Lakeland and its wealth of resources • To enable understanding of the importance of culture in all economic sectors and the role cultural industries play • To safeguard and develop South Lakeland’s key cultural assets • Provide the foundations for cultural renewal and future innovation • To provide opportunities to learn about, share and understand culture and creativity 9 Our role • Act as Champion and Advocate – promoting our culture and creativity both within and outside the district • Deliver – work on strategic initiatives in the district and beyond • Enable and facilitate – making it easy and possible for people and organisations to do things, by signposting and providing pathways to development, promoting partnership and project delivery work • Fund – modest resources and invest in culture Cultural headlines • A stunning and varied natural heritage: . Two National Parks – Yorkshire Dales and Lake District World Heritage Site . An Area of Outstanding Natural Beauty . Morecambe Bay - breath-taking coastal peninsulas . Lakes Windermere and Coniston . Lancaster Canal . Grizedale Forest • Significant heritage landmarks informed by the texture of local history including Kendal Castle, Sizergh Castle, Levens Hall, Holker Hall and Hoad Monument • The highest number of arts organisations, groups and artists in the North West outside the cities of Manchester and Liverpool 12 Cultural headlines • Cluster of exceptional creative organisations that is unrivalled in comparable districts in the North and probably in England • A rich literary inheritance – some of the country’s most influential authors and poets: William and Dorothy Wordsworth, John Ruskin, Beatrix Potter, Arthur Ransome, Hugh Walpole • Internationally important organisations and nationally significant venues • Wealth of festivals and events and some of international and national repute • Thriving music scene recognised for its quality and diversity © Momentum Pictures. All Rights Reserved. 14 South Lakeland’s assets A great cultural and creative offer… • Our national and international organisations • Dove Cottage and the Wordsworth Museum one of the finest literary museums in the world and focus for leading literary scholars • Grizedale Arts one of the leading exponents of art in the landscape • Abbot Hall Art Gallery one of the finest small provincial galleries in the country • The Brewery Arts Centre one of the best arts centres of its kind, serving both local and visiting communities • Blackwell one of Britain’s finest Arts and Crafts Houses • Windermere Jetty new museum of Boats, Steam and Stories, one of the Top 10 European Architectural openings of 2019 • Kendal Mountain Festival the world’s biggest mountain film festival • Lakes International Comic Art Festival The only one of its kind in the UK • Lake District Summer Music one of the ‘Top 3’ classical music festivals in the country South Lakeland’s assets • Museums with significant collections and resources – Ruskin Museum, Museum of Lakeland Life and Industry, Armitt Museum, Kendal Museum and the Laurel and Hardy Museum • An outstanding range of visual arts and crafts – Farfield Mill, Green Door Studios, Cross Lane Projects and hundreds of private studios, galleries and workshops • Dynamic creative and cultural industries sector with significant clusters in crafts, music and design • A prominent and varied associational culture generating a multitude of associated society and interest groups anchored in strong traditions of community based voluntary activity • Vast range of visitor attractions encompassing rail, motor and boat heritage • Innovative creative arts and media offer to students at Kendal College • A range of venues hosting cultural and creative activities – Old Laundry Theatre, Coronation Hall, Heron Theatre • Community village halls promoting events through the Highlights Rural Touring programme 17 Our investment in culture Strategic and sustained investment channelled through… • Collaboration and partnerships – key to making things happen • Designated Strategic Cultural Partners of the Council • Cross-sector Partner programmes • Community initiatives • Capital Infrastructure Development • New ‘pilot’ programmes Our current investment • Investment in our Strategic Cultural Partner organisations – our key assets • Investment in Capital infrastructure development • Windermere Jetty • ‘Reimagining Wordsworth’ • ‘Our Digital Futures’ Kendal Brewery Arts Centre Digital Upgrade • Abbot Hall Capital Redevelopment • MintWorks 1 and 2 • Pilot Programmes • Council investment helped unlock circa £36 million capital investment in new cultural developments 2019-2022 20 Visitor economy • Collaboration with the DMO Cumbria Tourism • Culture as a key driver to visit • Embed culture at heart of the visitor offer • Cultural Destinations pilot – ‘Lakes Culture’ • ‘Lakes Ignite' programme • Morecambe Bay Partnership – Headlands to Headspace © Miles Peacock. Our forward direction • Creativity and Culture in Placemaking and Place shaping • Importance of culture to our future economic growth, quality of life and well-being • Evolve and grow our creative and cultural offer to attract and retain younger people • To encourage more people to come live, work and invest in South Lakeland • To continue to create the right foundations for creativity and culture to flourish • Lancaster & South Cumbria Economic Region • Cultural Compact for Morecambe Bay • Learning from Great Place Lakes and Dales • The Lake District as a huge asset • The Yorkshire Dales has tremendous potential • Significant potential around Morecambe Bay 24 The future • Lancaster & South Cumbria Economic Region Prospectus for Growth • Cumbria Creative and Cultural Strategy • Kendal Vision • Capital development The Brewery Arts Centre Creative Hub • Great Place Lakes and Dales Legacy • Eden Project North – Game Changer for the LSCER Making it happen • Advocacy • Quality and Innovation • Sustainability • Integration • Increasing collaboration • Promoting partnerships Discussion • What do we need to do to work together at a national level to promote and champion culture and the visitor and rural economy? • What are the common challenges facing the significant development of the rural visitor economy and how do we address the challenges? • Welcome comments and have your input into what you think are the potential opportunities and solutions to addressing these challenges.
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