Watford Cultural Strategy 2018-2025
Watford Cultural Strategy 1 Dallas–Pierce–Quintero DRAFT 01 DRAFT 01 Contents
Contents What can a cultural strategy offer Watford? Introduction 4 Vision
Introduction 4 Context 8 Vision History & Heritage Context 8 People Physical Watford History & Heritage Cultural Landscape D Analysis People e s Physical Watford t Cultural Landscape in a Analysis t Approach 24 io e n v i f Approach 24 t r a o Priorities 26 r m r People Physical place a Community t n Priorities 26 h
Nurture Future Talent & Place Healthy Public realm, Focus Areas & Actions 28 e e
c Creative network Distinctive Heritage, o a
Focus Areas & Actions 28 l u 1. Preparing the soil t P Grow creative
Identity s
1. Preparing the soil e People/ enterprises t 2. Sowing the seeds 2. Sowing the seeds Experience 3. Nurture & growth 3. Nurture & growth Experience/ 4. Attract 4. Attract Activity 5. Self-seeding 5. Self-seeding Festivals, Events Sense of arrival Consultation 98 Next Steps 96
Next Steps 104 Appendix 98
List of consultees Image credits Watford Survey
2 Dallas–Pierce–Quintero Watford Cultural Strategy 3
2 Dallas–Pierce–Quintero Watford Cultural Strategy 3 Introduction Peter Taylor Mayor of Watford
I am delighted to introduce Watford’s Cultural Plan 2018-2025.
Watford is a town full of surprises and this is particularly true of our outstanding cultural offer. Whilst much-loved attractions such as Warner Brother Studios, the Palace Theatre and Watford Colosseum have helped the town build a great reputation as a centre for arts, entertainment and heritage, this Plan highlights our potential and ambition to do even more. We want to use the opportunities presented here to showcase what is great about Watford. This includes our more hidden cultural treasures as well as the ones that are emerging thanks to our vibrant, diverse communities and through the use of new, digital media and technology – another area where the town is forging ahead.
I am confident that this Plan will galvanise all of us – organisations, community groups, businesses and talented individuals - to work together to strengthen Watford’s cultural life and the vibrancy and success of the town. Our combined effort will put Watford even more firmly on the cultural map and secure our long-term position as an exceptional regional centre for entertainment, arts and heritage. This document sets out how, together, Watford’s partners are weaving a coherent and cohesive cultural vision across regeneration, business, culture and community plans. Our aim is to enrich cultural activity and opportunity for all and, in doing so, amplify Watford’s profile as a dynamic place to experience international and home-grown culture. 4 Dallas–Pierce–Quintero Watford Cultural Strategy 5 Our Vision Watford Working Together for Arts, Culture & the Creative Industries
Many conversations have taken place in 2018 to draw together a picture of current provision and future aspiration. To achieve this vision, co-ordinated joint working is required across organisations and individuals to galvanise efforts to amplify the cultural and creative life of Watford.
Watford “Our ambition is to grow sustainable Borough Council opportunities for creative enterprise, cultural Wider Big Community Business provision and participation for our local Connect communities, business and visitors which will, in turn, strengthen Watford’s appeal as a Cultural Cultural Cultural creative destination.” Leaders Venues & Group Vision Creatives
Business Community Improvement Arts District Network Chamber of Commerce What do we mean by ‘Culture?’ We use ‘culture’ in this strategy as an umbrella term. It includes the creative industries, heritage, arts and cultural organisations, and sectors from visual and digital “Business Improvement Districts, cultural art, to theatre, film, music, dance, literature and organisations and local authorities can work together to help town centres thrive; bringing fashion, with some crossover into the realms of people together, promoting tourism and civic sport and leisure, although these last are not the pride, and revitalising neighbourhoods.” Improving primary focus of this strategy. Places, Arts Council & Mayor of London 2017.
6 Dallas–Pierce–Quintero Watford Cultural Strategy 7 Context
This Cultural Strategy will assist in defining a cultural narrative for Watford at a time when the borough is undergoing significant change.
Our boundary is the whole borough, not just the town centre hub. A significant percentage of cultural activity currently takes place beyond the town centre confines, in Cassiobury Park, places of worship, education and community centres, and bars and pubs, although the majority of the town’s cultural venues are within the town centre.
In developing Watford’s cultural narrative, we have been informed by the history of the town, its people and the many different communities that have occupied it. Places evolve over time and in this chapter we will take a look at how Watford has changed and will continue to do so in order to inform how culture can help shape its future.
8 Dallas–Pierce–Quintero Watford Cultural Strategy 9 History of Watford “Genteel market town, very Watford has long been a place House and Gardens and Woodside Park long, having but one street” used to welcoming new people all hold Green Flag awards. and diverse communities. Culture and heritage are often Daniel Defoe 1778 A 12th century charter granted a market intertwined in Watford; all key cultural to be held and St Mary’s Church was venues are housed in heritage buildings. built. The town grew on a north/south Its much-loved Edwardian playhouse route, still the current High Street, is home to a thriving, ambitious and with travellers passing through to award-winning theatre company, Berkhamsted Castle and Kings Langley. Watford Palace Theatre, whilst Watford Museum is located in the former Agriculture flourished until the canal Benskins brewery building with exhibits was built followed by, in 1837, the of local heritage, as well as hosting London and Birmingham Railway. community heritage and arts projects. From then the town grew rapidly with paper-making mills influencing For many, Watford is synonymous with the development of printing. Brewing football; the town is home to a popular flourished in Watford until the late professional Premier League football 1900s. team who reached the 1984 FA Cup Final, long supported by Sir Elton John, In the years leading up to WWII, the who is Honorary Life President. Today town was the largest printing centre on the Community Sports and Education the planet. The most successful of the Trust delivers community sports and Watford print companies was Odhams educational activities on behalf of Press and the iconic green spire of the Watford Football Club, focusing on former Printworks building is still part of Sports Participation, Social Inclusion, the local skyline. Health, Education and Community Facilities. In the 1950s and 60s, modernist architect Erno Goldfinger designed the ------home of British furniture manufacturer, Hille, where the designer Robin Day Now we want to build on Watford’s created the propylene stacking chair, story of production to inform its cultural now a modern design classic. narrative and make its rich heritage more visible in Watford’s public spaces Culture, sport and green space are for more people to discover. at the heart of Watford’s heritage. Cassiobury Park, formed from Cassiobury House grounds, Cheslyn
10 Dallas–Pierce–Quintero Watford Cultural Strategy 11 “‘Watforda’ appears in an Anglo-Saxon charter “Spent the 50s and 60s in Cassiobury Park. of 1007. The name is thought to come from Paddling in the concrete pool and fishing the Old English for ‘waet’ (full of water due to for tiddlers down near the wooden bridge. marshy land) or ‘wath’ (hunting), and ford. ” What great, happy days….Going to see Father
A County of Small Towns: The Development of Hertfordshire’s Urban Landscape Christmas in Clements… the floor moving, all made of wood, do not get that today. So glad I lived in Watford in the 50s, wonderful From ‘A Mapp of Hartfordshire’, by Richard Blome 1673 memories.” Cashio is the name of an ancient hundred which includes the parishes of Abbots Langley, Bramfield Our Watford History Project (detached), Chipping Barnet, Codicote (detached), East Barnet, Elstree, Hexton (detached), Newnham (detached), Northhaw (detached), Norton (detached), Redbourn, Rickmansworth, Ridge, Sandridge, Sarratt, Shephall (detached), St Albans, St Michael’s, St Paul’s Walden (detached), St Peter’s, St Stephen’s and The Pond, Watford 1950’s. Watford.
12 Dallas–Pierce–Quintero Watford Cultural Strategy 13 Communities People
A small town on the rise, Watford’s Culturally, many people of all ages are Watford has produced a string of Halas + Batchelor producing over 2000 communities are diverse, friendly actively participating in creative life notable figures, from musicians, such cartoons. In her later years she taught and keen to maximise on what’s on through the many venues and events as Henry J Wood, founder of the BBC at the British Film Institute and was offer and refresh how the borough is that take place in the town centre and in Proms, to international popstars such as recently commemorated in a number perceived. Its location near London with Cassiobury Park. Spice Girl Geri Halliwell and politicians of events and screenings marking the connections to the rest of Hertfordshire from opposite ends of the spectrum centenary of her birth. have historically made it a natural place • Strength: a relatively young and such as Mo Mowlam and Priti Patel. to settle. There are increasing numbers well-educated population, able to Mary Portas, a retail consultant and of young professionals, as well as long- contribute to the economy. The Several sporting heroes also originate known figure in the public eye, hails term residents, brought up locally and largest populations by age band in from Watford, amongst them batsman from North Watford and is the subject rooted in the area. Watford are: 25-44 years (31,700) Nick Knight and rugby player Josh of a new production by Watford Palace and 45-59 years (18,100). Lewsey MBE. The town is the birthplace Theatre, Shop Girl based on her memoir Interestingly, whilst Watford is • Challenge: the high proportion of of Gareth Southgate, manager of the of the same name. well placed for commuting into population of child bearing age and most successful English football team in London, many people also commute young parents who require family recent years, and Vinnie Jones another ------into Watford from surrounding housing and jobs. famed footballer whose reputation for Hertfordshire and millions of visitors • Watford has a diverse population, foul play in sport propelled a successful There is the opportunity to celebrate arrive into Watford annually to visit the more so than the rest of career in gangster films. and connect with the town’s most Harry Potter Experience at Leavesden Hertfordshire. Around 17% are recognised people, both to help tell or to watch football. The expansion of British Asian, Indian or Pakistani, Watford is the birthplace of the the story of Watford but also to inspire Intu shopping centre will see further with relatively high numbers from pioneering female English animator, and motivate a new generation of visitors to the town centre for the Romania, Bulgaria, Poland, Latvia and director, screenwriter and producer Joy Watfordians. expanded retail and leisure offer Lithuania. Batchelor (b. 1914). Best known for her including a 9-screen IMAX cinema and BAFTA nominated animated feature film bowling. Animal Farm (1954), she co-established
“Hertfordshire’s places are what sets it apart….. characterised by a dense network of urban areas. The largest – with a population of 132,000 – is Watford..”
The Refreshed Strategic Economic Plan, Hertfordshire Local Enterprise Partnership 2017
14 Dallas–Pierce–Quintero Watford Cultural Strategy 15 Watford today
Watford’s town centre is compact, Cassiobury Park is the largest of • Strengths: 37% of its green ------walkable and well-connected, with a Watford’s popular parks and green spaces are ‘Green Flag’ and many redesigned public space at The Parade. spaces. Over 190 acres, the park was undergoing restoration. Watford We would like to build Watford’s The borough has retained much of formerly the grounds of Cassiobury aims to defend the ‘green belt’. reputation for excellent, high quality its heritage character, including 92 House and has recently seen • Challenges: Existing density green spaces and begin to populate the nationally listed buildings, as well as improvements through a Heritage combined with demand for new town centre with more greening and historic markers, quirky features and Grant. housing are putting pressures on pocket parks. folklore which often go unnoticed. green space.
Cassiobury Splash Park.
“Watford feels urban compared to the rest of Hertfordshire & leafy compared to London”
Kathryn Robson, Head of Corporate Strategy & Communications, Watford Borough Council
16 Dallas–Pierce–Quintero Watford Cultural Strategy 17 Watford today
Since the early 1800s Watford has ------Right: Watford High Street Station been a place of great connectivity. The c1905. Grand Union Canal brought goods not We propose cultural and public realm easily available before and the opening interventions to strengthen the visitor of the railway in 1837 encouraged experience, including at arrival points new industry. Now the fifth best and at those thresholds, underpasses connected area in the UK, Watford is and crossings, where pedestrians & just 18 minutes to London by rail, with cyclists traverse the ring road, to create easy access to London Underground welcoming gateways into the town and Overground and sited at the centre. intersection of the M1 and M25. We need to work with Watford’s While the rail and underground offer existing built environment, to reveal quick and easy connections, the local qualities, bring in beauty and A41 & A405 have also impacted the a human scale, creating space for connectivity of the town centre to its a variety of activities dependent on Below: 1926 Underground Map immediate environs. The arrival of streets. showing Metropolitan line to the ring road in the 1960’s created a Watford. vehicular ‘city wall’, reducing traffic Consultation and the involvement of in the town centre, but also putting local residents, businesses and visitors pressure on parking space on the is essential to ensure the longevity and periphery, limiting pedestrian crossing ownership of new proposals. points and discouraging cyclists to venture beyond the town centre.
The resulting first impression of many visitors approaching Watford by car is a town with its back towards the ring road, with little sense of what the town has to offer. Watford Junction, the main transport hub and arrival point for visitors is a good ten minute walk from the High Street. Effort is required to make this route more interesting, to rebalance the dominance of the car, and consider the streets as places for public life as well as travel.
18 Dallas–Pierce–Quintero Watford Cultural Strategy 19 Cultural & Creative Industries
By the late 1920s, Hertfordshire was at the heart of film making in Britain. Filming Fantastic Beasts: The Crimes of Grinelwald Now, to the north of the borough, world Jaap Buitendijk class films are made at Warner Bros Leavesden and a master class of film making expertise is showcased at the Making of Harry Potter. “We need to celebrate Watford’s rich area of
A new cinema complex is opening at expertise in the film history” Intu bringing commercial film viewing to residents, visitors and workers. Despite this, and a growing mix of creative Small & Medium Enterprises, including the award-winning digital creative company Mew Lab, the creative economy in Watford is considered to be relatively underdeveloped given its proximity of London.
Now Watford wants to maximise its heritage, cultural, tourist and creative industry potential, expand on opportunities for the borough’s creativity to be shared and shine a light on its cultural and heritage assets in creative ways. ------
We propose a series of new projects to bring the borough’s rich production history and social stories to light, through public art and design, digital approaches and community activity. A new branding and communications strategy could also help draw new audiences.
20 Dallas–Pierce–Quintero Watford Cultural Strategy 21 Cultural & Creative Industries
Today many people associate the town looking touring company with a focus with Watford Football Club, the town’s on the African diaspora. resident premier league football club, which, like the Harry Potter Experience, World-class music and comedy can be draws huge numbers of visitors. seen at the recently renovated Watford However the challenge remains how Colosseum, where the BBC Concert to encourage these visitors to explore Orchestra are resident and record live other cultural and leisure experiences for BBC Radio. Cafes, pubs and bars on offer. support the local music scene, which is lively and varied. Watford punches far above its weight in cultural terms. Unusually for a small Watford Museum and The Pump town, it is home to three professional House Theatre and Arts Centre host a theatre companies, all of them part of diverse range of grassroots community the Arts Council of England’s National creativity and across the borough there Portfolio. are orchestras, choirs and arts groups. Herts Inclusive Theatre offers a vibrant Its much-loved Edwardian playhouse programme of activities for all ages. is home to a thriving, ambitious and award-winning theatre company, Festivals and events run in various Watford Palace Theatre (WPT). A locations through the year, including producing theatre, its work tours the BIG EVENTS programme produced nationally and internationally and to by the council, including winter and the West End. WPT also produces the summer activities popular with families. town’s landmark festival of outdoor arts, IMAGINE WATFORD, which West Herts College boasts fantastic plays a nationally significant role in facilities and offers a range of higher the development of this growing field education creative courses including through commissioning new work from Advertising, Music, Media, Photography British artists, and promoting cultural and Performing Arts and Art & Design, diversity. Dance, Fashion & Textiles, Foundation and Graphic Design for school leavers. Rifco Theatre Company, also based at the Palace, is a very successful national We need to promote collaboration and international touring company between key cultural partners and with a British Asian focus and strong other venues, such as pubs, community community engagement, both in the centres and music venues to strengthen development of the work and in terms and align Watford’s offer, and create of audiences. tiata fahodzi, based at the the necessary conditions to allow new Barn, is another dynamic and forward- activities to flourish.
22 Dallas–Pierce–Quintero Watford Cultural Strategy 23 Cultural & Creative Industries 1 18
Arts, Culture & Attractions
1 The Harry Potter Experience 2 Watford Football Club 3 Colosseum 4 Watford Palace Theatre 5 Watford Museum 6 Pump House Theatre 7 Intu cinema & bowling 8 Watford Leisure Centre
Live Music venues
9 The White Lion 10 The Flag 11 The Horns 12 LP cafe
The Great Outdoors 10 13 13 Cassiobury Park 9 14 River Gade 15 River Colne
Business & Retail 19 16 Intu shopping centre 15 21 17 High street shops 20 8 11 12 18 Warner Bros. Leavesden 3 19 Clarendon Rd 14
Education 14 29 4 20 West Herts College 21 Watford Library 17 7 22 Watford Grammer School for Boys 22 16 23 Watford School of Music 25 23 26 24 Watford Grammar School for Girls 28
Places of Worship 27 31 5 25 Holy Rood Church 26 St Mary’s Church 24 27 Watford Central Mosque 6 28 Al Zahra Centre 2 Transport Hubs
29 Watford Underground Station 30 Watford Junction Rail Station 31 Watford Hight Street Rail Station
24 Dallas–Pierce–Quintero Watford Cultural Strategy 25 How we will grow Culture
Step 3 Step 4 A healthy place-based cultural ecology needs to be planned Nurture & Attract and curated, with a diversity of well-considered ingredients grow pollinators and a healthy soil in which larger and smaller, established and younger plants can flourish over the long-term. With some rebalancing and just enough interaction, Watford can nurture and celebrate a more curious, creative and connected, sustainable cultural community.
This will better amplify the existing range of assets, nurture Culture each to maximise on their potential, and better combine efforts for mutual benefit and to better provide for the wider community. Step 2 Step 5 Planting Encourage strategy Our consultation with cultural providers, individuals and the self-seeding general public has uncovered great passion and enthusiasm for Watford’s creative and cultural life and honed in on areas which will benefit from development which, together with our analysis, has helped us to identify what areas we need to Public realm prioritise in this cultural strategy.
Public realm Step 1 Prepare the soil
A blueprint for a healthy cultural ecology
26 Dallas–Pierce–Quintero Watford Cultural Strategy 27 Priorities Heritage Valuing what is inherently local We have identified 4 priorities for culture in Watford and these are woven through all of the focus areas. Connected Watford A vibrant, lively, and well-connected urban hub
Cultural Ladder Heritage Communication & Connectivity Opportunities for people to access a career in culture and the arts
Watford Production House Watford A place of making & production Production Cultural Ladder House
28 Dallas–Pierce–Quintero Watford Cultural Strategy 29 Cultural Focus Areas
30 Dallas–Pierce–Quintero Watford Cultural Strategy 31 Cultural Focus Areas 1 2 3 4 5 Prepare the soil Sow cultural seeds Nurture & grow Attract pollinators Encourage self- seeding
Festivals & Cultural Planning Heritage The Market & Meanwhile events Narrative policy
Distinct neighbour- Creative Creative Communi- Governance hoods Workspaces Careers cations & Partnership
Creative Way-finding Community Space
Greening Maximising existing offer
32 Dallas–Pierce–Quintero Watford Cultural Strategy 33 1. Preparing the Soil: Physical Watford
Drawing out Watford’s character & creating the right conditions to support a diverse cultural offer
34 Dallas–Pierce–Quintero Watford Cultural Strategy 35 1.1 Heritage & Character Valuing & celebrating what’s
The built environment character and heritage assets of inherently local Watford bring the area’s history to life and show how the The townscape would benefit from clearly defined borough has evolved over time. Many distinctive buildings initiatives to reduce visual clutter, draw out the of character are housing cultural venues and businesses, buildings and places which tell the story of Watford’s shaping the public realm and parks. They are not, however, histories and, in doing so, build character and identity. currently given prominence in people’s perception or daily Identifying and creating more coherent visual hooks experience. would help to express the integral character of the area and aid navigation.
Watford Museum’s Heritage Lottery funded Our Watford History project brought together many Right; Odhams memories and contributions, celebrating what makes factory, today only the listed Watford special for its past and present communities. Press Hall Our consultation shows that local people continue to remains. care deeply about Watford’s unique heritage and want The Museum is housed in a C15 window removed from The historic Grade II listed Georgian Old Compass Inn when it was to celebrate it more visibly. townhouse, built around 1775 demolished in 1928 and on display and previously part of Benskins on Market Street. Brewery.
Left; Grade I Listed St Mary’s Church, circa 800 years old.
Right; Blue plaque on the Watford Colosseum.
Below: the original Watford Palace Theatre building built in 1908.
36 Dallas–Pierce–Quintero Watford Cultural Strategy 37 1.2 Distinct Neighbourhoods Defining Town Centre Areas
Watford is a walkable place which needs to be made easier to navigate. We want to achieve this through Potential new destination neighbourhoods with points of overlap where new wayfinding identifying distinct hubs, innovative wayfinding, greening should be encouraged. and new visual hooks to bring interest and identity through public art and creative design.
Creating distinct neighbourhoods visitors to one neighbourhood beyond Clarendon Rd would encourage strengthening of the their usual destination. Business Focus distinct qualities for which the area is known. Communicating to visitors Consultation with local residents and Watford’s diverse neighbourhoods businesses to establish the identity of North Hub: people through way-finding and street-naming each neighbourhood would be critical gives a positive impression of the range in ensuring this project is supported learning & music of different experiences that the town and reinforced by the local community has to offer. and council partners. Thereafter, local events and activities can be curated to Park The key is to signpost these align with these neighbourhoods and Queen’s Rd neighbourhoods at the thresholds at strengthen this association. Culture Central
which they overlap, to encourage usual Quirky & Independent
Sari shop on Market Street. Colourful facade along Queen Street. Shopping, leisure & heritage
Multicultural Quarter Cultural Hub Community Focus
Football
38 Dallas–Pierce–Quintero Watford Cultural Strategy 39 1.3 Wayfinding Finding Culture, growing audiences Good wayfinding helps us to navigate an area easily. This will reinforce the creation of distinct The local community is keen to see Good public art and inventive public neighbourhoods and help to overcome the creative approaches to shape an realm design which honours local perceived ‘barrier’ of the ring roads. We know engaging experience of the town, heritage, can have a transformational that Watford can improve its way-finding to help including visual arts, design and digital, impact on our experience and everyone get around and find what they are looking as well as ensuring that our heritage perception of place, especially when and cultural venues are highlighted and developed through community for more readily, as well as highlight hidden gems easier to find. Importantly we also want engagement. and discover things they may not have been aware to make the gateways into and out of of before. Watford more memorable and unique Together with the public realm and clearly indicate the main routes improvements currently underway around the town centre. on the High Street and the Business Wayfinding includes legible, well-designed spaces Improvement District plans for town with signage and information located where We will draw out and signpost the centre ‘welcome guides’, these needed. Together with design measures, such as heritage, cultural and leisure offers to measures will ensure everyone surface treatments, materials and lighting, and bring better way-finding and welcome knows they are in Watford. interventions such as public art, these combine to visitors to Watford with distinctive creative markers. This could mean create pathways, landmarks and destinations. heritage inspired public art, bespoke Below: Typographic bus shelter, Baltimore, USA. way-finding signage and maps, or digital trails which guide you through the area, highlighting curious corners and points Below: In ground wayfinding route Below: Tree grill incorporating text. of hidden interest. leading to the cultural quarter. Wayfinding will also work to establish the creation of distinct neighbourhood hubs throughout the town centre.
Below: Iamsterdam Place branding.
40 Dallas–Pierce–Quintero Watford Cultural Strategy 41 1.4 Greening, softening Creating opportunities to & animating dwell
Watford’s town centre can build on its compact- ness to commission new permanent and temporary public realm proposals to introduce greening and art to encourage social interaction.
In particular, the High Street is long, Carefully considered interventions will stretching from the High Street Station further enhance Watford’s public realm to the south, to West Herts College to encourage people to enjoy pausing in to the north, past the open pond the town centre during the shopping or area on The Parade. Clarendon Road working day as well as highlight existing links Watford Junction Station to the green spaces and explore the creation High Street at the Palace Theatre, of new pocket parks. Spaces to sit, to with smaller roads leading from the enjoy planting and engage in social High Street to smaller scale business exchange will bring intimacy and visual and residential areas. Temporary or delight, encouraging people to dwell permanent arts and design initiatives and connect with each other. could create more cohesion and areas of interest. Crucially, public realm and public Potential sites for art proposals should be developed new public realm Watford’s proximity to London and holistically, to ensure that new projects interventions. strong transport connections are feed into Watford’s cultural narrative enormous strengths. To maximise this, and eke out maximum benefit to the our public realm needs to be more community. This may develop as a accessible and enjoyable whether on design guide for all new public realm the main routes or smaller local streets. proposals and a public art strategy that Also we need to help everyone to find identifies new sites for proposals and and enjoy Watford’s heritage, arts, potential themes. culture, leisure and learning offer.
We have ambition to improve the ring road surrounding the town centre. Meanwhile the High Street public realm is changing and plans are being shaped to make unloved public spaces more dynamic and welcoming.
42 Dallas–Pierce–Quintero Watford Cultural Strategy 43 WATFORD JUNCTION Preparing the Soil - STATION Physical Watford
Clarendon Rd: Business Focus
North Hub: LIBRARY People, learning
& music
Park
COLOSSEUM
Queen’s Rd:
Quirky & Independent WPT WATFORD UNDERGROUND STATION Culture Central
INTU CINEMA HOLY ROOD
ST MARY’S CHURCH
Multicultural Shopping, leisure Quarter & heritage WATFORD HIGH STREET STATION
WATFORD MUSEUM Cultural Hub:
Neighbourhood zones Community Focus
Cultural Hubs Football Hub PUMPHOUSE THEATRE
Potential sites for wayfinding or public WATFORD FOOTBALL CLUB & ARTS CENTRE art proposals
Potential sites for ‘Gateway’ proposals
Potential sites for public realm softening & greening
High Street
44 Dallas–Pierce–Quintero Watford Cultural Strategy 45 The original Roman design is Castle Park ahead of you. Cross Mill. It may have been formed eventually appears to your excavations in Colchester here thought to have been a single over to the park side of the road, by enlarging a Roman drain right. Climb the slope to reach in 1853. As well as the remains archway with an overhead do not enter through the park arch. It was demolished in 1659 Duncan’s Gate. of the single entrance, you can walkway. North Gate remained gates, but instead follow the and its precise site is unknown, also see some fallen masonry in use for many centuries railings to the right to reach but is assumed to have been ColChester CAstle which was part of the archway and was only demolished the site of Rye Gate. near here. This is the oldest stone castle over the gate. This gate was in 1823. Keep the park railings in Britain and was built as conserved and left visible NORTH GATE From this point the wall is roMAn theAtre RYE GATE on your left and follow the a royal palace by William the DUNCAN’S GATE following further excavations hidden by later buildings. Cross Used for the performance of footpath, with a house to Conqueror. Its large size results by Rex Hull, the Curator of the Detail from an engraving by John Prior, North Gate provided access North Hill and continue into plays and as a venue for public Rye Gate was a medieval gate your right, into Castle Park. from the re-use by the Normans Duncan’s Gate is named after Castle Museum, in the 1920s. 1724, showing North Gate from the to the river Colne and the St Peters Street. Walk to the speeches. The auditorium could that gave access to the river You are now walking along of the foundations of the Dr PM Duncan who led one Continue along the footpath, CASE STUDY: outside, looking up North Hill northern suburbs of Colchester. end of the street until you see seat 3,000 people. bank and a water mill at Middle the line of the wall, which Temple of Claudius. of the earliest archaeological keeping the wall on your right. At the corner turn right and walk across the grassed area, again keeping the wall on your
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Site of the Middleborough Mosaic E P R L L
A V C D E L CASTLE PARK to reach the site of East Gate. I N
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D R A D Inside this café are exposed I M A N R O T R O
M Client: Colchester E foundations of the wall R S T R E E T E T E R S Middleborough Mosaic S T P surrounding the precinct, UG RO H This project celebrates Colchester’s heritage and (detail), AD 175 O or open space, containing the B R E E T T E S S R L T E E T P E T R E Temple of Claudius. This wall T T E S S G A D R T H N O
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E I L T R E S S T Claudius in AD 43. Originally, S Y R H East Gate was built in the I G
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U A N in the 15th century when a D marking the walking route and Roman drain was enlarged to Roman Church Roman Circus create a small pedestrian gate To the South or postern. Nearby is the base locations of all Roman Gates in of an internal rectangular tower of Roman date. The name of the gate comes from the nearby St blocked in the late Roman enter Crouch Street. Walk Anglo-Saxon word ‘sceard’, town wall. It was also on the st Botolph’s p riory Colchester. Mary at the Walls Church, now period. Head Gate was built as along Crouch Street until meaning a gap or notch, as processional route between Founded in 1099, this was the Colchester Arts Centre. a double-arched gateway and the junction with Balkerne it gave townspeople a short the Temple of Claudius and the the first house of Augustinian Berryfield Mosaic (detail), AD 200 Continue to walk up the hill its foundations have been found Hill, then turn right to reach cut through the town wall to Circus, or chariot-racing track. canons, or priests, in England. to return to the starting point in recent years. In medieval St Mary’s Steps. St John’s Abbey to the south. The gate was demolished in The priory was badly damaged BerryfielD MosAiC at the Balkerne Gate. times it was rebuilt as a single, As in the medieval period the 1814. Possible foundations were in the Siege of Colchester and Set into the floor of Firstsite wide gateway and continued holy trinity ChurCh gateway still has shops to recorded by the archaeologist the only building to survive is Art Gallery, this mosaic was roMAn ChurCh HEAD GATE to function as Colchester’s A church was built on this site SCHEREGATE either side. ST BOTOLPH’S GATE William Wire in 1848. part of the priory church. found on the site in 1923. Thought to be the earliest main town gate. Head Gate shortly before AD 1000. The Continue straight along Cross St Botolphs Street and It was originally laid as the floor known Christian church in Head Gate became the main had been demolished by 1766. tower was built of materials Scheregate was built in the Sir Isaacs Walk to reach the St Botolph’s Gate was originally walk along Short Wyre Street. of a Roman dining room and Britain, this building was gate for the road to London Cross Head Street at the salvaged from the ruins of the medieval period. It takes site of Head Gate. a Roman gate used to reach Continue straight on into Eld is decorated with flowers and constructed around AD 330. when Balkerne Gate was traffic lights and turn left to Roman town. its unusual name from the the cemeteries outside the Lane to reach Scheregate. mythical sea creatures.
survives revealing its distinctive banding and Vineyard Street on the south-east INTRODUCTION THE of brick and stone. stretch of the wall. Originally eight were COLCHESTER When it was first built the wall was constructed of which four remain above Colchester has the earliest, best preserved TOWN WALL freestanding. However, after about a ground today. and one of the longest Roman town walls in hundred years an internal bank or rampart During the Siege of Colchester in A WALKING Britain. Its construction began in the period IN CLOSE-UP was added to strengthen the wall. This can 1648, a major event in the English Civil AD 65 to 80 following the destruction of the still be seen in Castle Park, close to Duncan’s War, the town wall was damaged by artillery TOUR OF THE town during the revolt by Queen Boudica The Romans constructed the town wall Gate. Also at an unknown date a V-shaped fire. At the end of the siege, Parliament against Roman rule. The entire wall circuit at Colchester not only to defend the ditch was dug around the outside of the decided to demolish part of the wall in ROMAN AND is 2,800 metres, or 1¾ miles, in length and inhabitants against attack, but also as a wall which was later widened to increase Priory Street to prevent it being used for it once stood nearly 6 metres high. statement of their power. The very significant its defensive capabilities. defensive purposes in the future. After investment in resources required to build The wall included a series of rectangular this the wall lost its significance and ceased MEDIEVAL the wall indicated that the Romans were towers and drains at the points where to be regularly maintained. Houses were here to stay. streets ended against the wall. None of the allowed to be built up against the wall, GATES At an early stage the Romans must towers survive above ground, but the bases passages and cellars were cut through and have realised that what is now Essex has of several have been seen in archaeological into the wall and stone was removed for new no natural, good quality building stone. excavations. The drains channelled rain building projects. In 1795 a large section of BAlkerne GAte The wall was therefore constructed of and waste water from inside the town into the wall along Balkerne Hill fell into the road. In the Roman period the wall had six gates fired clay bricks, flint and septaria, a brittle, the external town ditch. A particularly good Regular repairs and maintenance of the located at regular intervals. Of these only easily fractured stone collected from the example of a drain outlet is visible close wall began again in the 1940s and continue two survive above ground today: Balkerne Essex coast. to East Gate. to the present day. Above: North Gate plaque insitu. Gate and Duncan’s Gate. The locations of the The wall was built over a foundation At the end of the Roman period, others – North Gate, East Gate, St Botolph’s trench 3 metres wide and 1.2 metres deep, around AD 400, the town wall was Gate and Head Gate – are marked by metal which was filled with layers of mortar abandoned and, along with the rest of plaques and strips set into the pavement. and septaria. Above ground, the wall the town, fell into disrepair. Rebuilding During the medieval period three further consisted of three parts: inner and outer may have begun in the 10th century when gates were added to the wall. Scheregate and faces constructed of courses of clay bricks the Anglo-Saxon king Edward the Elder St Mary’s Steps are still in use, but no trace and stone blocks, ‘dressed’ to a roughly is said to have strengthened the wall of Rye Gate can be seen today. square shape, and an inner core of rubble following his expulsion of the Vikings This walking tour starts at Balkerne and mortar. from Colchester in 917. Gate and takes you around the outside In many places the outer and inner faces After 1066 it is likely that further Right: Further layer of historical of the wall in a clockwise direction. As well have been removed after the Roman period repairs to the town wall were undertaken information is located on the as the gates themselves other significant and used in new construction projects in the as the Normans consolidated their hold reverse. Roman and medieval sites are passed town so that only the rubble core remains. on Colchester. The main evidence for the on the walk. Look out for the distinctive However, at the best preserved stretch of medieval period is however the surviving interpretation panels. the wall near Balkerne Gate, the outer face bastions, or round towers, in Priory Street BAlkerne Hill, 1849
46 Dallas–Pierce–Quintero Watford Cultural Strategy 47 CASE STUDY: CASE STUDY: Town to Port, Colchester Fixing the Link, Colchester
This public realm project celebrates the history of The Fixing the Link project is part of the Colchester the Hythe, the former trading port of Colchester Station Travel Plan, which encourages station users and encourages visitors to explore the area. A trail to travel more sustainably. of wayfinders and other initiatives tell the story of the disused port, embedding its history within the Our brief from Colchester Borough Council, Essex landscape, and in so doing, strengthening its identity County Council and Abellio Greater Anglia was to for locals and visitors alike. create a welcoming and exciting first impression on arrival at Colchester Railway Station and transform Wayfinding and a public art route tell the story of the a challenging public realm into an enjoyable walking historic port using wayfinders containing the physical route between the station and the town centre. materials that were once traded there. This public realm project sought to encourage Client: Essex County Council visitors to walk the 20 minute journey to the town Budget: £100,000 centre and offer the opportunity to learn about Designer: Dallas-Pierce-Quintero Colchester’s Roman history.
Above; The Firebrick Corten way-finder, one of the 12 Client: Colchester Borough elephants mark installed along the River Council & Abellio Greater Anglia the arrival Colne. Right: oysters within Budget: £180,000 to the High another wayfinder tell a Designer: Dallas-Pierce-Quintero Street. different story of the river.
CASE STUDY: CASE STUDY: Courtyard, City Hall, Poznan Union Street Urban Orchard, London
This modular courtyard serves as a gathering space, Designed by Heather Ring of the Wayward Plant During the festival, The Urban Orchard hosted open-air amphitheatre or auditorium — the street Registry and built with the help of Bankside Open workshops and discussions on urban agriculture: furniture elements can also be moved out of the way Spaces Trust and an array of other helpful volunteers, biodiversity and urban food growing, alongside entirely if the whole square is needed. the garden will regenerate a disused site in Bankside film screenings, musical performances, and local and create a place for exchange between local community meetings. The seats are also doubled-up, allowing people to sit residents and visitors to the Festival. on a higher or lower tier (or both simultaneously for crowded events). At the same time, the furnishings are sufficiently heavy that no one need worry about Client: The Architecture someone walking (or rolling) away with them at the Foundation for the London end of the evening. Festival of Architecture Designer: Heather Ring Client: City of Poznan Designer: Atelier Starzak Strebicki, Union Street Urban Mobile planters transform Orchard A pop-up garden Poznan’s parking into a mobile and community growing system combining seating & space on a site earmarked planting that can be used in a for future development. multitude of ways.
48 Dallas–Pierce–Quintero Watford Cultural Strategy 49 1 ACTIONS OWNER COLLABORATORS NEXT STEPS Prepare the soil
Short-term
Commission a digital trail Watford Council / Heritage Service -Identify heritage assets to draw out Watford’s Cultural Consultant Clock, Syd Nadim -Create a brief -Determine cost/budget heritage stories,nd attract MewLab -Identify funding audiences and aid way- Watford BID -Commission production Heritage finding
Produce a Public Art Watford Council / Watford Palace Theatre -Create a brief Focus Areas Focus Strategy & Plan Cultural Consultant -Determine cost/budget -Identify funding -Commission production - Ensure integration with Planning Distinct Policy neighbour- hoods Medium-term
Commission a family CLG / Watford Council -Create a brief of permanent heritage Cultural Consultant Watford Palace Theatre -Determine cost/budget -Identify funding inspired art, design + Herts LEP -Commission production greening interventions Watford BID Way-finding within the public realm Developers including at key gateways and unloved spaces and to aid wayfinding
Long-term
Greening Integrate bespoke Watford Council Developers -Harness the planning process to creative landscaping and CLG Artists & Designers require creative elements in new redevelopment & public realm street design throughout Cultural Consultant all new public realm development & planning policy to build Watford’s identity as a creative destination
Short Term – by 31.03.2019; Medium Term – by 31.12.2020; Long Term – 2022
50 Dallas–Pierce–Quintero Watford Cultural Strategy 51 2. Sowing Cultural Seeds
Creating the conditions for diverse culture, creativity and creative enterprise to grow
52 Dallas–Pierce–Quintero Watford Cultural Strategy 53 2.1 The Market & Meanwhile Short-let opportunity for food Uses & creative enterprise We feel that there is great potential to re-imagine existing to draw people in as well as ensure an is a need for small creative workspace under-performing spaces, such as the market and empty inviting entrance point. where people can test out new creative shop-fronts, to provide a low-risk platform for creative enterprise, make and sell goods. With entrepreneurs. In Watford, people have told us that some changed thinking and re-design, they want more unique food offerings, the New Watford Market location Many in Watford’s community felt diverse high street uses, as well as the more pop up events and animation and can be better harnessed to provide the loss of Charter Place Market need for more creative workspace, more relaxed, quirky places to hang out both these complimentary offers in deeply. The New Watford Market, there’s an exciting opportunity to with colleagues, friends and family in the same place and to engage the located between the High Street and re-imagine the market as a creative the town centre where there may be local community in doing so to build Watford House Lane, has not gelled enterprise and food hub. small-scale live music or other creative ownership and involvement as a destination. Many stalls are no activity. longer trading, there is little in the way Markets are changing with a plethora Working with the BID, there is potential of a buzz and the market lacks a clear of types and styles from antiques and At the same time, they have said there to expand this concept into the high identity or purpose, with the physical bric a brac, to craft and design or street street, to temporarily activate empty appearance neither currently attractive food, whist people still enjoy a varied Left; Watford Market, shop-fronts during quiet periods. or welcoming. offer for cheaper daily goods. Currently, Below: On street fruit stall. the more popular markets offer a quality Both local and business communities of goods not easily found in high street feel that the market has not successfully shops such as handmade and bespoke transitioned or evolved at the new items. location. Online feedback shows that the market no longer holds a place in Working with new partners, a redefined, people’s hearts and people have turned redesigned and freshly publicised elsewhere. Despite this, with Watford’s opportunity can focus more on creative changing community and need for more business, quality food offer and events
54 Dallas–Pierce–Quintero Watford Cultural Strategy 55 2.2 Creative Workspaces Making space for a thriving
A healthy cultural ecology requires spaces to experiment, creative community develop and make creative and cultural products whether the performing arts, film, visual arts, crafts or digital applications. Different genres have differing production needs and require spaces which are fit for purpose. In the early stages, all critically require spaces which are affordable.
The Creative Industries Federation as most visual artists, don’t conform identify that the creative industries are to a standard business model and will the fastest growing part of the UK’s usually require ongoing subsidy to be economy, and play a significant role able to practice. in unlocking innovation and growth in other sectors too. This success is Currently there is a need to improve fuelled by established international existing cultural spaces to make them brands all the way through to micro- sustainable for the future. As well, businesses - and a significant number of there is a lack of affordable space for self-employed workers and freelancers. creative networking and production in Watford and consultation shows there The relationship between creatives and is demand. Models are developing gentrification is well documented, with which encourage ways for artists creative communities often pushed and creatives to become integral and out of an area once development valuable to the local ecology, offering is underway. Across most cities local social benefit in exchange for and surrounding areas, rents have subsidised rents and / or support to increased, pushing out creatives who make spaces fit for purpose. require lower rents to sustain their practice. Watford has also suffered in We will identify a series of actions, this respect with a range of smaller working collectively to improve existing creative spaces being lost in recent cultural and creative venues as well as years. Creative work space needs to to realise affordable space which will be sustainable through long term lease support creative talent and diversify or up-front purchase agreements, and Watford’s cultural ecology. Whilst not be subject to open market rent temporary or pop up opportunities are reviews which can prove catastrophic, valuable to test new ideas or animate often forcing closure. Some creative the high street, it is long term and start-ups, if successful, can move on to permanent affordable space which will higher rents over time but others, such ensure sustainability.
56 Dallas–Pierce–Quintero Watford Cultural Strategy 57 2.3 Creative Community & The go-to for creative activity Exhibition Space in the community
Watford has a range of established cultural A visible accessible space within the ‘Good things are happening here’ will venues for professional and community cultural town centre will facilitate a multitude be realised. Such spaces will harness experiences. There are, however, few opportunities of needs, providing exhibition, selling, and amplify the energy and talents of for more informal engagement or participation making and learning space in a local individuals and groups, creating a welcoming community hub. sense of vibrancy. in visual arts, crafts or making to be hosted and enjoyed. It is hard to find spaces to exhibit or At the same time, this provision will present work or to learn in more informal settings encourage a more diverse footfall into and nowhere in the heart of the town centre. the town centre and animate the high street. Together with a series of cultural initiatives in the public realm and better communications, the message that Locally we understand that the lack At the same time, creatives wanting to of such opportunities is detrimental share their skills and expertise need for creatives wanting to develop their space to do so and people interested in Below: Turning Earth Open Studio careers, and so for the growth of local developing creative skills, or just take event. creative enterprise. part in creative learning for personal development, will benefit from doing so.
Below: Arts events at Dulwich Below: College exhibition at Picture Gallery. Watford Museum.
58 Dallas–Pierce–Quintero Watford Cultural Strategy 59 2.4 Maximising existing offers Supporting the growth of
Change is in the air in Watford as plans are on the existing cultural operators table to refurbish or extend all of the existing major venues. This coincidence is a fantastic opportunity apprenticeships. This would strengthen The Colosseum also falls under to review the future cultural offer in Watford Watford’s cultural capital - establishing this category as it will undergo this part of Watford as a Community refurbishment to its roof, during which and include a variety of spaces to further benefit & Cultural Hub and bringing wider time programming is likely to stop. existing providers and support new activities and training and job opportunities. audiences. There currently exists a lack of activities Consideration and planning as to how on offer for young people, and creating welcoming, In addition to providing new spaces, these venues continue to operate safe and creative new spaces will help to fill this the Pump House and Museum during the refurbishment works is building projects represent a fantastic required and represent an opportunity gap. opportunity to commission high- for these organisations to temporarily quality architectural designs which will relocate and during this time attract complement the existing building whilst new audiences, while retaining The Museum is currently preparing an The site upon which Watford Palace providing exciting new spaces to enjoy. existing audiences through continued HLF lottery bid for a new extension Theatre’s scenic workshop is located programming. and internal refurbishment, which will will be developed and its relocation include a cafe and new displays. The is vital to allow WPT to continue to proposed works will help expand the operate as a producing house. A site audience base, and especially cater adjacent to the Pump House Theatre is for primary schools. A temporary on offer, and a combined project could exhibition space on the ground floor facilitate a much needed refurbishment will create an easily accessible point of of the Pump House, also providing interest and encourage repeat visits. an active ‘making space’, creating
Left: Visualisation of the proposed extension at Watford Museum.
Artist’s impression of Museum garden and new main entrance The addition has been pulled forward from the line of the Museum façade to allow it to open onto the garden, which is one of the most pleasing features of the site. The scale and massing of the addition continues the rhythm of spaces Right: Scenic workshop. established within the main Museum building and the curved bay arrangement Watford Museum at the back. There is a clear, visible new entrance which provides level access for all visitors
60 Dallas–Pierce–Quintero Watford Cultural Strategy 61 CASE STUDY: CASE STUDY: Netil Market, London Pop Brixton, London
Client: EAT WORK ART Client: Lambeth Council Netil Market offers design, food and music. Open Pop Brixton is an original project that supports Designer: Carl Turner daily, it is part of the creative community based local jobs, training and enterprise. It is a community nearby at Netil House that provides space to local initiative that has transformed a disused plot of land designers. As well as a dozen permanent stands into a pioneering space that showcases the most – among them a bike mechanic, a coffee roaster, a exciting independent businesses from Brixton and vintage glasses shop and a florist – there are stalls Lambeth, providing a new destination that supports that move in every Saturday, selling mainly crafts, them to set up shop and share space, skills and ideas. clothes and contemporary homewares. Street food As well as providing the space local businesses need on offer varies from Taiwanese baps to homemade to thrive, Pop Brixton works with members to make pasta and Caribbean BBQ. Netil House Radio has a positive difference in the community, investing also recently launched broadcasting from one of the in charitable projects and providing free space for containers. community events, including regular open workshops in the arts & horticulture.
Pop Brixton, a destination for new business, affordable workspaces, innovation and community Netil Martket, linked to the creative schemes, with food, drink and community at EAT WORK ART. retail outlets.
62 Dallas–Pierce–Quintero Watford Cultural Strategy 63 CASE STUDY: Two locations at Walthamstow & CASE STUDY: Client: Playhouse theatre Turning Earth, London Hoxton Playhouse Derry, Northern Ireland Architects: Andrzej Blonksi Architects: Project Architect: Juliet Turning Earth E10 is a new centre for The Playhouse in Derry was a £4.6M restoration and Quintero ceramics that opened in the Lee Valley extension of two dilapidated listed school buildings, Budget:£3.4M (HLF & in March 2017, in the 8,500 sq ft top prominently located in the cultural quarter and on the other sources) floor of an old hardware factory. city wall. Winner of BURA award The centre includes a large open-plan The project delivered a new theatre, green room, for best practice in membership studio where part-time dance studio, gallery, cafe space, community and Regeneration 2009 professional makers, serious hobbyists education rooms and administration spaces. Crucially, and beginners work together in a the addition of a new stairwell and lifts solved community environment, with the accessibility issues. The project also included the benefit of shared facilities. The space commission of 2 new integrated art works which were also includes a classroom for ceramics displayed within the building fabric itself. courses for those new to the craft, where 13 courses a week are taught by professional artists. Turning Earth’s new studio on a light industrial site in Walthamstow.
CASE STUDY: Hackney City Farm, London
Playhouse Theatre; Listed School Hackney City Farm is a both a buildings, Gallery, Green Rooms & community and educational resource, Dance Studio. established to give local people, particularly young people, experience of animals. The Farm also runs educational projects, exhibitions, courses in crafts and farm trails. Classes in pottery and upholstery are run in the evening, plus pottery on Sunday afternoon and play schemes for the local community at Easter and during the summer.
Children’s pottery at Hackney City Farm.
64 Dallas–Pierce–Quintero Watford Cultural Strategy 65 2 ACTIONS OWNER COLLABORATORS NEXT STEPS Sow cultural seeds
Short-term Reposition New Watford Market as a Watford Council Watford BID Short Term creative enterprise & food hub with a Herts LEP -Identify an experienced creative market partner e.g. Meanwhile seasonal night-time creative social offer Freeholders / Space, Boxpark, Space Makers (& heat lamps) Leaseholders -Devise a management model & Local creatives business plan to include occupier criteria e.g. public engagement, Amma Gyan work v selling days The Market -Scope costings -Identify funding to subsidise units -Commission re-design with
Focus Areas Focus internal public space, welcoming entrance
Medium Term -Contract market management company Creative -Lease units to creative and food workspaces providers -Launch and promotion
Establish a detailed plan for the Watford Council / Heritage Lottery Fund Short Term redevelopment of Watford’s key cultural Museum Arts Council England - Agreement amongst cultural infrastructure providers to share proposed Watford Palace Theatre Cultural Champions development plans, aspirations & Creative Watford Museum / Watford Palace Pump House Theatre and space requirements and identify Community Theatre /Production Space / Pump Arts Centre opportunities for shared use of House Theatre and Arts Centre / Consultants proposed new facilities to be Space incorporated into new briefs. Watford Colosseum - Review development programme and management of temporary relocation to retain audience and as a marketing opportunity to attract new users. -Submit Watford Museum HLF Maximising bid, ensuring high quality design offers best use of space existing offer -Finalise Feasibility Plan to provide new WPT Production Space & improvements to PHT, ensuring proposals are ambitious & deliverable -Establish a funding plan
Medium -Fundraise and deliver proposals
Short Term – by 31.03.2019; Medium Term – by 31.12.2020; Long Term – 2022 Long Term -All proposals delivered
66 Dallas–Pierce–Quintero Watford Cultural Strategy 67 2 ACTIONS OWNER COLLABORATORS NEXT STEPS Sow cultural seeds
The Market Medium-term Focus Areas Focus Identify an existing or new build Watford Council CLG -Scope space options space with a café in or close to the Watford BID Amma Gyan -Identify space management partners e.g. ACAVA, MillCo town centre - for creatives and wider Creative & Food Business Project, Bow Arts working with Creative community to make, present and The LP Café local artists sell work, learn skills, ‘have a go’ and Music Partners /makers workspaces -Develop business and funding network Developers plan LEP
Creative Community Space Identify how to provide one or more Watford Council CLG -Scope ways to better engage and teen youth focused space/activity in the Watford BID The LP Café provide for YP in Watford through programming, with partners. town centre e.g. youth focused café, intu Syd Nadim, Clock Including via Big Events teen shelter, alcohol-free club evenings, Chris Luff programme, improved promotion outdoor silent disco Watford clubs to YP, creating opportunities for YP to lead or inform activity Maximising Big Events existing offer
Short Term – by 31.03.2019; Medium Term – by 31.12.2020; Long Term – 2022
68 Dallas–Pierce–Quintero Watford Cultural Strategy 69 3. Nurture & Support Growth
Creating opportunities for cultural and creative participation and production to flourish
Watford Cultural Strategy 71 3.1 Festivals & Cultural Growing Emerging Cultural Events & Community Activity
We will build on Watford’s successful festivals and event Festival is evolving. The Palace Theatre Papermouth are building a reputation programmes and support fledgling events to animate the is establishing a Young Filmmakers for innovation and a more niche offer, borough and drive footfall across the year. Festival, adding to their streaming adding to jazz and folk on offer at the of professional cultural productions. Pump House. Watford boasts an impressive calendar a large local annual event bringing the Together with the summer Big Screen of festivals and events: Watford Palace whole community together in a creative events, these activities - with support This burgeoning music scene could Theatre’s Imagine Watford festival and diverse multicultural celebration. and more effective coherent promotion be further nurtured, showcasing new brings world-class outdoor arts to This could take the form of a new event, - will fuel Watford’s reputation as a talent in other venues and publicising Watford; Rifco Arts’ British Asian or by maximising existing programmed centre for film, building on the nearby gigs to new audiences. There is the Festival is a popular annual programme; events, such as the West Watford Warner Bros Studios Leavesdon, Elstree potential to grow a Watford Fringe whilst the Big Events and the BID’s Festival to promote these as key Film Studios and the National Film and which could be a hub for the borough’s Food & Drink Week are popular events opportunities for local people to create TV School. creative talent each autumn. in the public calendar. & participate. As well as the larger established music All these different activities will bring There is scope to review how creative Cinema is returning to the town with a and film provision, a more grassroots things in from the edge, encourage programming is spread throughout new multi-plex and IMAX at Intu. Local scene is allowing new work to be experimentation and test new ideas the year, to maximise publicity film makers, such as BAFTA nominated shared with audiences in Watford. Pubs and create opportunities for younger and attendance. Consultation has Mewlab, are making and presenting like The Horns, The White Lion and The creatives to develop practical demonstrated keen interest in seeing new work. A Watford Short Film Flag and creative entrepreneurs such as experience and confidence. new music promoters The LP Café and
Left: The Weathermen by Kate Flatt Projects, at Below: New logo for Below: Flyer for Watford Imagine Watford 2018. Watford Short Film Festival, Fringe 2017. Below: Flyer for Record Store Day, delivered by LP commencing in 2018. Cafe.
72 Dallas–Pierce–Quintero Watford Cultural Strategy 73 3.2 Creative Careers Access to cultural & volunteering opportunities
The Creative Industries Federation state: “With The Dan Tien and Herts Inclusive The emerging Hertfordshire Cultural increasing automation…future demand for creative Theatre. Education Partnership is a platform which partners in Watford can build on and technical skills will be high and we must The UK’s Creative Industries need locally with a focus on STEAM-related ensure our world-leading industries maintain continued access now, and in the future, skills and careers and the way in which their competitive edge as well as helping young to the skills and talent they require, and engagement in creativity builds a broad people, teachers, careers advisers, and parents young people and families need to be range of soft skills like self-esteem and able to access clear quality pathways to design-thinking. better understand the range of creative jobs and training and employment. This is best entrepreneurial opportunities that are possible, and facilitated through strategic initiatives Watford is reputed to be a very giving how to pursue them.” such as raising awareness of what’s place, with many people giving up on offer through schools and in the time or funds to charitable causes. A Watford is well placed to harness the creative and cultural community, whether through training short period of volunteering in the arts opportunities in the borough to support young people into creative programmes or networks bringing could help introduce newcomers into careers and to develop their personal creativity. West Herts College professional and non-professional the sector, offering an insight into the in Watford offers good creative and media courses with excellent creative communities together. industry, and if possible the volunteering facilities and there are a range of cultural and creative activities would be linked to an enrichment available for young people, such as those at Watford Palace Theatre, activity which would add a further layer
Left: Design session with artists NEON Below: Lobbylive at the Colosseum on the development of a new temporary provides a platform to showcase talent, pavilion for the Pump House Gallery in by entertaining audiences in Watford Battersea. Colosseum’s foyer.
74 Dallas–Pierce–Quintero Watford Cultural Strategy 75 3 Nurture & grow ACTIONS OWNER COLLABORATORS NEXT STEPS
Short-term
Develop and establish a Watford Film Watford Palace Theatre Warner Bros -Agree a Film Watford Festival as a key date in Watford’s Pump House Theatre & Watford Council programming strand -Bring together WPT and PHT Festivals & cultural calendar – to develop talent Arts Centre intu work & joint promotion events and attract footfall to Watford (bringing James Dyer New Cinema - Engage Watford Colosseum as together the Short Film festival and the Watford Council partner and consider how music (e.g. film scores/ silent cinema) Young Film Festival) and consolidate can add to the programme Watford’s strength in film -Engage intu & cinema partner re support Focus Areas Focus
Creative Develop Watford Fringe as a hotbed of CLG/Fringe Producer Arts Council England -Engage with World Fringe local creative talent for all ages, across Pump House Theatre & Watford Palace Theatre Network to develop the Watford Careers Fringe the borough - ensuring wide appeal Arts Centre Watford Colosseum -Establish a WF Advisory Group to and, including fund-raising to support Watford Palace Theatre Watford Council support promotion and open up local talent with a high quality creative West Herts College participation across Watford -Consider developing a strategic event at the heart Watford Schools commission to raise ambition & Watford BID promote the fringe Mewlab LP Café Papermouth
Create opportunities for cultural CLG/Fringe Producer Pump House Theatre -Develop a shared culture volunteering Pump House Theatre & Cultural Leaders Group volunteering programme as a pathway to employment or Arts Centre engagement for all ages, but with Watford Palace Theatre a youth focus Build on Watford as a place of emerging CLG Watford Music Service -Work with existing providers music. Encourage & support local Watford Council Watford Palace Theatre to explore collaboration and grassroots, professional and community communication strategy Watford Coliseum initiatives including schools, orchestras, -Emphasize a music West Herts College production narrative through bands and choirs via, for example, Own Watford Schools communications and within The Stage and Record Store Day programming Watford BID -Consider identifying designated Mewlab busking spots through Watford LP Café / Papermouth
Short Term – by 31.03.2019; Medium Term – by 31.12.2020; Long Term – 2022
76 Dallas–Pierce–Quintero Watford Cultural Strategy 77 3 Nurture & grow ACTIONS OWNER COLLABORATORS NEXT STEPS
Medium-term Participate in CLG All partners -Identify Watford’s aims (raising Festivals & Herts Year of Culture 2020 Watford Council profile of current activity, bespoke activity or a visitor promotion) events -Identify and plan how Watford will participate Focus Areas Focus Building on Hertfordshire’s Cultural CLG/Consultant ROH Bridge -Scope appetite to build a Creative Education Partnership, devise & pilot a West Herts College Watford Council Watford / West Herts Cultural Education Partnership (CEP) Careers plan to create more opportunities for Watford Palace Theatre Watford Schools including with Watford Schools young people in Watford to access local Warner Bros to e.g. Identify, grow and promote culture, raise awareness of creative Creative Business e.g. creative career experiences including digital careers, develop creative skills & access Mewlab -Develop a culture guide for YP to workplace experience in Watford (see Communicate & Attract) -Explore WH College as a National Saturday Club partner to create tangible pathway opportunities for 30 YP a year with a credible partner -Support existing planned initiatives such a WPT Shop Town community theatre production
Long-term Increase opportunities for young people Watford Council / ROH Bridge -Assess progress and ensure in Watford to access local culture, raise Watford Palace Theatre Herts CC evaluation awareness of creative careers, develop (new funded role) Watford Council creative skills & access workplace Watford Schools experience Warner Bros Creative Business
Short Term – by 31.03.2019; Medium Term – by 31.12.2020; Long Term – 2022
78 Dallas–Pierce–Quintero Watford Cultural Strategy 79 4. Attract pollinators
Encouraging new audiences & promoting creative Watford
80 Dallas–Pierce–Quintero Watford Cultural Strategy 81 Local success stories include Geri 4.1 Cultural Narrative: We make music Halliwell, Bruce Gilbert of Punk Band The Wire and The Staves. A new We make film generation of talent is coming through Watford Production House supported by local music producer We make theatre Papermouth, pubs, events like Own The Stage, the Colosseum’s Live Lounge From farming and brewing, to silk, paper making, We make goals and Record Store Day, led by lively vinyl engineering and printing, Watford has always been and live music venue The LP Cafe. a place of making and production. Now Watford is We make Watford Sport is also in Watford’s DNA, drawing at the heart of Hertfordshire’s international film, TV crowds and producing numerous and media industry where, alongside Warner Bros Diverse contemporary theatre successful sports people from the Leavesden, over 1000 creative media companies companies make, present and tour boxing Buxton Brothers to footballers are based. (www.hertfordshire.gov.uk). excellent new work, sharing skills John Barnes and Luther Blissett. with the next generation. A vibrant Watford Rovers formed in 1881 and by grassroots music scene in pubs and 1922 Vicarage Road was the home of Smaller creative companies are setting up in venues is building on Watford’s musical Watford Football Club ‘The Hornets’. Watford, attracted by lower rents and proximity to heritage which includes great classical the capital, such as the Bafta nominated animation music stars, from Pavarotti and Callas Watford’s cultural narrative needs to Menuhin and Rattle, who have been house MewLab. Building a cultural narrative based to encompass these many different hosted by the Colosseum, now home of threads, whilst being flexible to on this recognised Watfordian trait of ‘making’, the BBC Concert Orchestra. Watford’s future. The Watford encompasses both historic activities and future Production House/ We Make/ Made in aspirations. Left to right: Print works, Watford Football Watford... theme picks up all of these Club, The Harry Potter Experience, and conveys a positive and active Rifco Theatre Company performance. description of Watford and its people.
82 Dallas–Pierce–Quintero Watford Cultural Strategy 83 4.2 Communications Online, print, physical
Ensuring everyone can easily find out what’s happening, Thousands of people pass in and out Effective accessible communication where and when, is key to the cultural success of places, of Watford every day, to work, shop, will identify audiences and diverse visit or stop en-route to other nearby communication channels, ensuring a building identity and growing sustainable creative locations. Watford’s football matches range of opportunities for reaching communities. Currently there is no single source of and the Warner Brothers Studio different stakeholders, including those information to find out about arts, culture and heritage Tour - The Making of Harry Potter at who are digitally literate and those who activities in and around Watford. Leavesden, attract significant numbers rely on more conventional methods of visitors from all over the world. of communication. Watford’s printing legacy could be a rich starting point More effective communication about to build on, developing an events culture in Watford will shine a light on publication which is distributed across the range of available activity. It will these different channels. encourage residents, workers and visitors to explore new areas, take part As part of a multi-faceted audience in diverse events and raise Watford’s development approach, cultural profile as a place for culture. programming plays an important role in reaching diverse audiences and inspiring engagement and repeat visits. More bespoke initiatives like street arts, culture town criers and illustrated culture-zones can diversify the message and the audience.
Above: the Museum offers a wide range of activities but these are not all reflected in current advertising.
Left: leaflet produced by LP Cafe for 2018 Record Store Day.
84 Dallas–Pierce–Quintero Watford Cultural Strategy 85 CASE STUDY: CASE STUDY: Southbank Centre This is Brent
North has designed a Made for Brent’s winning new visual identity & font bid for the London Borough for the Southbank Centre, of Culture 2020, this inspired by its Brutalist short film celebrates the architect and the original borough’s diversity, vibrancy Festival of Britain identity. and creativity. The re-brand also uses yellow as the core colour.
CASE STUDY: Love Camden
“Love Camden is your go-to guide for a great time out. Created for and by residents, visitors and local businesses that know the ins- and outs.”
The website features a calendar of events, films, art commissions, and a multitude of ‘`Top 10..” guides.
86 Dallas–Pierce–Quintero Watford Cultural Strategy 87 4 Attract pollinators ACTIONS OWNER COLLABORATORS NEXT STEPS
Short-term
Align the Destination Branding and Watford Council CLG -CLG to engage closely with the Management Strategy with the Cultural Watford BID Destination brand project Cultural -Ensure branding design is Strategy & ensure culture is at the heart effective for culture Narrative -Build on this work with the other Communicate and Attract Actions Devise and implement a plan to Watford Council CLG -Produce communication plan to enhance communications about culture WPT / Watford BID Newsquest better promote Watford’s creative and cultural offer ensuring it can in Watford intu reach a diverse audience including
Focus Areas Focus young people (see below) -Ensure different mechanisms Communi- to reach diverse audiences and participants e.g. what’s on website, cations digital app, enhanced social media e.g. Creative Watford Twitter @watfordculture Commission public creative projects Watford Council / CLG -Determine how these projects to promote local cultural events – e.g. Watford BID Watford BID will be led & funded -Link to Public Realm Way-finding a seasonal printed ‘Watford Culture initiatives and Public Art Strategy Chronicle’ and bespoke culture -Establish a brief information panels with changing -Ensure accessible creative design and artistic quality information
Produce a young people’s guide and Watford Council CAN -Plan how to emphasise a music resource about culture and creativity in Watford BID production narrative through communications fddand within Watford West Herts College programming -Consider identifying designated busking spots through Watford
Medium-term Develop Cultural Champions and CLG / CAN All -Identify if any individuals with Ambassadors Watford connections would be prepared to act as local culture champion e.g. Mary Portas & involve in early development -Consider developing community culture champions as part of volunteering programme
Short Term – by 31.03.2019; Medium Term – by 31.12.2020; Long Term – 2022
88 Dallas–Pierce–Quintero Watford Cultural Strategy 89 5. Encourage self- seeding
Ensuring Watford’s cultural future
Watford Cultural Strategy 91 5.1 Planning for Culture Harnessing Planning Policy
The opportunity exists for Watford’s Councils plan for housing, health, education and transport planning framework to support and enhance the range of local cultural but also for cultural well-being, aiming to provide community provision, through subsidised space and cultural facilities and services to meet local needs. and cultural contributions in new Planning for culture, arts and sport takes place within a development, which meets local – context of policy and strategic plans. need. For instance, consultation has Left: Phase 1 Public Realm shown that more affordable creative proposals for Watford High Street & Clarendon Rd. workspace is needed for local people Pro-active planning for culture can support local cultural wanting to make and show their work. – infrastructure and other cultural opportunities. This may Below: Phase 4 Public Realm include subsidised spaces, creative workspace, such as artist proposals for Clarendon Rd. Nationally, it is necessary to become more creative about how to fund arts studios, and a wide range of public art typologies. and culture by building a diversity of • approaches. At the same time, planning Watford will explore and develop how to develop policy to for culture helps to embed creative • build the borough’s cultural offer, creating more opportunities provision for the long term by looking for all. to an area’s Local Plan and policies. • The UK’s Planning Framework requires councils to make provision for the cultural well-being of communities. • Watford – th e road to s uccess Around the country, especially in towns Phase 1 – High Street & Clarendon Road (Palace) and cities, cultural facilities, creative workspace, public arts and community • Town centre footfall between 2m & 2.5m per month (fallen since intu development started) engagement are being provided • • 1,000 vehicles/day use this part of High Street through redevelopment, to enhance • Conflict of users – not sure who has priority local provision, create employment • Issues of public safety opportunities and support place shaping. The many health and well- being benefits of engagement in culture are also valued.
In this way, an evolving arts and culture provision becomes hard wired into an area’s DNA, providing for the cultural needs of the local community.
92 Dallas–Pierce–Quintero Watford Cultural Strategy 93 5.2 Governance Enabling the creative & Partnerships conversation to flow
In the 2017 report: Improving Places, the Arts Our Cultural Vision will be driven by A new Creative Watford Forum will Council and the Mayor of London emphasised how a strategic Cultural Strategy Group, provide a space for anyone interested in Business Improvement Districts, local authorities and working together to implement, broker being involved with Watford’s cultural and fund delivery of a series of cultural life to network, partner and share cultural organisations increasingly work together to actions. information. help places to thrive. Successful partnerships boost the economy, bring people together through creative An independent Strategic Culture Lead Opportunities will be created to programming, promote tourism and civic pride and role will be piloted, providing additional bring the two together, to share capacity and expertise, to galvanise ambition, information and develop revitalise neighbourhoods. outcomes. working partnerships. Project teams can lead specific activity, made up Councils and local partners have a pivotal role; to of representatives from across the broker connections, identify opportunities for activity spectrum. and funding, and to galvanise efforts. Key to success is joint working to achieve shared aspiration, with clear governance mechanisms. Culture champions, conveners, enablers and producers are all welcome.
A new Cultural Strategy for Watford
Space to Heritage Connectivity How can we highlight the Make How can we encourage new heritage and hidden gems of Space is at a premium in conections between different Watford? Watford - but cultural and organisations? creative industries need Communication space to thrive How do we let people know Cultural what is going on? Ladder How do we support people who want a career in cultural Watford & creative fields? Production House Print, Film, Theatre, Music..
Emerging themes 94 Dallas–Pierce–Quintero Watford Cultural Strategy 95
Watford_A1_colour.indd 1 05/06/2018 14:24 CASE STUDY: CASE STUDY: The GAP, Wisbech City of Sydney
This project forms part of a Heritage Lottery Bid to Responding to improve the high street in Wisbech. The proposal, community demand which has received planning and Stage 2 Heritage for more street art to Lottery Fund funding will create a new public realm enliven the streets, the & community event space with a rooftop viewing City of Sydney created platform. the creative hoardings program. Whilst the project is conceived as a temporary (10 yr) project, the steelwork is designed to be The City’s hoarding and permanent and can be incorporated into future scaffolding policy and development of the site. guidelines require the use Head On Hoarding of creative graphics on Sydney The project has the support of Historic England temporary structures in Client: Fenland District as an interesting and playful addition to the street- high traffic areas. Council scape in Wisbech’ town centre and conservation Designer: Dallas-Pierce- area. Quintero
CASE STUDY: CASE STUDY: Culture & Business Battersea Fund Scotland Exchange, London
This fund encourages The development and businesses to sponsor implementation of a arts and heritage activity Cultural Strategy and within Scotland and new public artworks support arts and heritage forms part of the S106 organisations to build obligations for this new new business sector mixed-use development. partnerships. If an arts New temporary and or heritage organisation permanent artworks are attracts an eligible developed in partnership business to sponsor an http://www.aandbscotland.org.uk/culture-and- with the local school, aspect of their work, the business-fund-scotland/ providing hands-on Culture & Business Fund workshops for the pupils, Scotland will match that and creating a sense of sponsorship, £ for £. ownership over their built environment.
96 Dallas–Pierce–Quintero Watford Cultural Strategy 97 5 Encourage self- ACTIONS OWNER COLLABORATORS NEXT STEPS seeding Short-term Refresh Governance to support Watford Council / CLG / CLG / CAN -CLG to become Watford Culture effective delivery of the Cultural CAN Strategy Group (CSG) to support Planning and broker delivery of the Strategy strategy aims and actions. Review policy membership and invite other NPOs.
-Refresh Community Arts Network as Creative Watford Network (CWN) to bring together anyone interested to support and nurture Watford’s creative future Focus Areas Focus
-CSG and CWN to meet 1-2 Governance times a year to network and & Partnership review progress of the CS -Appoint a freelance Culture Lead role with responsibility for galvanising and progressing the Cultural Strategy and Action Plan
Plan for a digital future by harnessing CLG / Watford Council Watford BID -See previous actions i.e. increasing young peoples creative technology to increase access to Clock and digital skills, creating a digital Watford Warner Bros heritage trail and producing a Mewlab culture website/Watford website section and appealing creative social media Medium-term Embed culture within Watford Watford Council / Watford BID -Define steps needed to integrate Council’s local planning policy to Consultant Clock arts & culture through the Watford Local Plan to reflect the generate enhanced public realm, more Warner Bros Culture Strategy and Public Art affordable creative space and funding Mewlab Strategy and lever investment for local activities through S106/CIL -Consider creation of Watford Cultural Planning Guidance -If required, commission specialist work Long-term Review the Cultural Strategy against Watford Council / CLG Watford BID -Build in progress measures to progress to plan ahead Clock evaluate success -Plan ahead beyond the current Warner Bros strategy for continuity Short Term – by 31.03.2019; Medium Term – by 31.12.2020; Long Term – 2022 Mewlab
98 Dallas–Pierce–Quintero Watford Cultural Strategy 99 Consultation
In the development of this piece of work, we have held workshops with the Cultural Steering Group, Cultural Leaders Group, the Community Arts Network and students from West Herts College.
In addition, we held meetings with key stakeholders including Warner Bros, Watford BID and all main cultural venues. To reach out more widely, we produced an online questionnaire and held two public open day events.
100 Dallas–Pierce–Quintero Watford Cultural Strategy 101 Public consultation
In order to connect with differing sections of the community, in particular North Watford and West Watford, we delivered mobile consultation events, with the added attraction of popcorn. We were keen to speak to both visitors and residents, for whom we programmed sessions both on a weekday and a weekend.
The consultation events took place at Cassiobury Park, Harwoods Adventurous Playground, Watford Leisure Centre Central, St Mary’s Church and in Callowland Recreation Ground.
The purpose of the consultation was to collect feedback from Watford’s general public in relation to: • Watford’s perceived identity • Their engagement with cultural activities within Watford (what they participate in and what is missing) • Testing the emerging themes of the Cultural Strategy.
Below: Summary consultation responses COLOSSEUM Right: Consultation documentation.
What is missing or could be improved?
What do you enjoy doing in Watford?
102 Dallas–Pierce–Quintero Watford Cultural Strategy 103 Online questionnaire List of consultees
The online questionnare was shared Q11. Give us your views on wayfinding Group meetings & workshops: amongst the wider Community Arts in the town centre and the experience Individual conversations: Reliance Group Cultural Strategy Steering Group: Network and asked 14 questions on arts of the High Street. Watford Palace Theatre Royal Opera House Bridge SE & culture in Watford to help inform our Watford Borough Council “I feel there are a lot of things that are tucked away strategy. Here is a selection: Warner Bros. Watford Museum / Heritage and LP Café and not much signage around to advertise this” Watford Palace Theatre Arts Development Team BID West Herts College Q3 - Feel free to tell us more about “There is no Wayfinding or connection and the ring Pump House Theatre Pump House Theatre & Arts why arts and culture in Watford are road creates a negative impression.” Centre Herts Libraries / Watford Library Cultural Leaders Group important to you. “Perhaps some sort of decorative ‘arts trail’ on the Rifco Amanartis ground that takes people to the museum and other Watford Borough Council “Arts broaden the mind and make us think about arts space would be nice.” Warner Bros. BID Watford Colosseum things differently, as well as entertaining us. It’s Watford Palace Theatre amazing having more art and arts events in Watford, “Centre for new businesses that are creative. Better BID intu BBC Concert Orchestra not having to travel to find these things. I grew up Market - Street food” Pump House Theatre hating the town, now I love it because of the wealth BBC Concert Orchestra Warner Bros. Studios, Leavesden Vist Herts / Going Places of creativity I’ve found here.” “Provision for non profit making venues and cultural West Herts College spaces.” Watford Leisure Centre Clock Watford Film Festival “Watford is a hive of different tastes or culture, music Watford Colosseum and arts, for a town with such diversity it’s important “A central centre for gigs, art exhibitions etc. No real Arts Council SE to embrace and explore all aspects of this.” centre for the arts currently” Hertfordshire Library Services Watford Football Club “Watford needs creativity to help hold onto its “Terrible at the moment but hopefully greatly character and to make it a town that people want to improved when the new development is completed.” Community Arts Network visit.” Individuals including artists “They bring people and communities together, those and creative practitioners & who otherwise would never have reason to be in organisation, including Below: Feedback from Community Arts contact with each other.” Below: Online questionnaire portal Herts Inclusive Theatre Network meeting, in response to question www.surveymonkey.co.uk/r/ The Dan Tien over how arts and culture can contribute Q4. How would you rate Watford CultureinWatford. WRAP to the town centre experience. in terms of the quality, vibrancy and West Herts College students availability of arts & cullture? Watford Borough Council Communications & Economic There was a huge variety in responses, from 100% to Development 0%, the average was 55% Watford Borough Council Q8. What sorts of people are least Regeneration and Planning catered for in arts and culture activities Three Rivers Trust available in Watford?
Top three results: ‘Teenagers’/‘Talented people who need to develop their career’/ ‘People on low incomes’.
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All images © Dallas-Pierce-Quintero except: We’re passionate about using art and design to enrich people’s lives. We 9 - © Alamy Next Steps enliven public spaces, craft beautiful 12 - Watford Fieldpath Association 1938 architecture, create meaningful public 13 - The Pond on the Parade, 1950s, © Frith Series Postcard art and envisage cultural strategies for 15 - © Halas & Batchelor Collection places experiencing change. 19 - Watford High Street Station c1905 © John Alsop & Watford Tube Map © Bournemouth News & Picture Service Our experience in delivering art 20 - Filming Fantastic Beasts, Warner Bros, photography by Jaap The Cultural Leaders Group and architecture projects gives us a Buitendijk unique advantage in working with local 35 - Big Screen, Watford Parade © David Parker has identified the following government, developers and cultural 36 - Watford Museum © Levitate organisations to develop cultural 37 - Historic image provided by Watford Palace Theatre, focus areas as priorities to strategies for places undergoing Printworks illustration provided by Watford Museum transformation. progress in the short term: 38 - St Georges Festival, Leicester 41 - Iamsterdam, Up Projects We have successfully delivered cultural 49 - Union Street Urban Orchard © James Nash strategies for developments across 53 - LP Cafe the UK, each with their own unique - Attract Pollinators: Cultural 57 - Hackney Downs Studios challenges and aspirations. Narrative & Communications 58 - Dulwich Picture Gallery 59 - Turning Earth This work is highly site-specific; exploring 60 - Watford Museum HLF proposal places, spaces and engaging the people 63 - Pop Brixton that inhabit them through on-going 64 - Turning Earth, Hackney City Farm - Sowing Cultural Seeds: dialogue to highlight existing cultural 65 - © Niall Mccaughan assets and define a foundation from 71 - Jamie James Creative Workspaces which to build a vision for the future. 72 - Watford Palace Theatre, LP Cafe 75 - Watford Colosseum 81 - Shutterstock - Physical Watford: 82 - Watford Football Club 83 - The Making of Harry Potter, Warner Bros Wayfinding & Greening, Rifco Arts Deranged Marriage, David Fisher Softening & Animating 84 - LP Cafe Contact Details
Every effort has been made to trace copyright holders and to obtain their permission for the use of copyright material. We Studio NS23 apologise for any errors or omissions in the above list and Netil House would be grateful if notified of any corrections that should be 1 Westgate Street incorporated in future reprints or editions of this booklet. London E8 5RL
www.d-p-q.uk
+44 (0)208 088 1880
108 Dallas–Pierce–Quintero Watford Cultural Strategy 109 Commissioned by
Watford Borough Council
Lead Consultants
Dallas-Pierce-Quintero
Sub Consultants
Flow Associates
110 Dallas–Pierce–Quintero