CABINET

20 th July 2011

Report of the Portfolio Holder for Economic Development and Enterprise

STAFFORDSHIRE TEMPORARY EXHIBITION

Recommendations:

That Cabinet;

1. approves the release of the £20k Hoard contingency budget to support the delivery of the temporary exhibition 2. endorses the preparation and planning for the Staffordshire Hoard temporary exhibition

Purpose: To seek approval from Members to release the Staffordshire Hoard Contingency budget and their endorsement of the progress made to date in planning and preparing for the Hoard temporary exhibition.

Resource Implications: The costs of the temporary exhibition are being split between the Mercian Trail Partnership and the venues displaying the Staffordshire Hoard. A number of core exhibition costs have been met through the Mercian Trail Partnership while costs specific to the venues are being met by the respective Local Authorities and Cathedral.

The £20k contingency fund referred to in this report was specifically put aside for the Staffordshire Hoard and will be used in conjunction with existing revenue budgets to support costs being incurred as a consequence of the exhibition such as additional staff costs.

Legal/Risk Implications There are no risks or legal implications arising directly from this report. The delivery of the temporary exhibition however involves a variety of risks and legal issues which have been worked through with the agencies/partners involved. Specific risk assessments relating to security and event safety have been/are being conducted and will form part of an event management plan. Some of the key issues are considered further within the background and context section of this report.

Legal agreements which directly affect the temporary exhibition include: • Loan Agreement between Birmingham Museum and Art Gallery (BMAG), Potteries Museum and Art Gallery (PMAG) and Tamworth Borough Council • Display Case Loan Agreement made between the Corporation of the Church of St Mary and St Chad in Lichfield and Tamworth Borough Council

Sustainability Implications There are no sustainability issues arising from this report.

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Report Author: Robert Mitchell Deputy Director Communities Planning and Partnerships

Background papers

1) Cabinet report 10/03/10 2) Cabinet report 10/10/10 3) Members book 29/06/11 waiver of financial regulations re security procurement for the Staffordshire Hoard

1. Context In summer 2009 an amateur metal detectorist Terry Herbert discovered a cache of and close to the ancient road of . Archaeologists uncovered piece after piece after piece of the most amazing Saxon gold work. The total find was fully excavated by September 2009 and contained over 3000 items and weighed in at 5kg of gold and 1.5kg of silver. In November 2009 the Staffordshire Hoard was valued at £3.285m.

In September 2009 Tamworth Borough Council was been involved in high level discussions with regional agencies and the and at the Government to establish how the Hoard could be kept within the region. Given the size and provenance of the Hoard it was agreed that a joint acquisition between BMAG and PMAG was the best way forward. This was supported by Tamworth Borough Council, Council, Staffordshire County Council and who alongside Birmingham City Council and Stoke City Council formed the Mercian Trail Partnership. The were recruited to lead on a campaign of public fundraising to complement bids to the Lottery and private funders to raise the £3.285m required. Nearly £1m came in from public donations and the asking price was raised in record time.

Following the success of the acquisition BMAG and PMAG have both, in record time, opened initial displays of the hoard while also focusing on conserving the Hoard and starting the long research process of unlocking its secrets. The Mercian Trail Partnership has, in the meantime, developed the concept of displaying the Hoard through permanent galleries at BMAG, PMAG, Lichfield Cathedral and Tamworth Castle alongside a travelling display collectively known as the Mercian Trail.

2. Exhibition Purpose and Objectives The Hoard on Tour 2011 is being overseen and delivered by the Mercian Trail Partnership. The temporary exhibition serves a number of purposes;

• A way of thanking local people for their generous donations • A chance to display and interpret newly conserved and cleaned items • An opportunity to test the Mercian Trail Partnership’s ability and commitment • An opportunity to test the venue’s planning and capacity for longer term exhibitions • An opportunity to maintain the public interest while conservation and research is undertaken and preparations for permanent galleries are made

2 • An opportunity to bring in visitors and support the local economy • An opportunity to raise the profile and reputation of the towns and region

3. Key dates The Hoard on Tour 2011 will visit three venues during the summer of 2011

Shire Hall Gallery, Stafford 2nd July to 24 th July Lichfield Cathedral 30 th July to 21 st August Tamworth Castle 27 th August to 18 th September

Tamworth Castle will close to the public from 22 nd August 2011 to prepare for the Hoard exhibition.

4. Display and interpretation The exhibition has been developed in such a way as to provide an opportunity for visitors to see newly cleaned and conserved items in an interactive and exciting format. The displays will make use of replicas, digital media and forty of the Hoard’s star items never before seen in their true glory. As with the planned Mercian Trail each venue will tell a core story but have a distinct emphasis or angle. In Tamworth we will be emphasising our local heritage as the Ancient Capital of with a focus on Kings, Queens and battles.

As part of the exhibition, but also with a view to the permanent exhibition, Tamworth Borough Council has commissioned a number of very high quality items. The concept is to create a King or Lord of the Hoard who will be dressed in full Saxon garb including replica helmet, , saex and shield. The items will be unveiled on the 27 th August. There are ongoing negotiations with BMAG and PMAG regarding joint funding and co-ownership of these items.

The exhibition will be based in the Castle Great Hall but visitors to the Hoard will also be able to see the whole castle before arriving in the Great Hall for the Hoard exhibition.

Extract below from http://www.staffordshirehoard.org.uk/event/staffordshire-hoard-at- tamworth-castle

Tamworth, the ancient capital of Mercia was the centre of military rule and, as the royal seat, it was home to the King of Mercia’s palace. Tamworth’s history is crammed with stories of intrigue and warfare. Military power was the key to Tamworth’s existence, and the magnificent sword fittings within the hoard may well be part of the royal treasure store of the Mercian Kings, buried to hide it from invaders.

Visit the exhibition to marvel at the magnificent Anglo-Saxon treasures – see and handle replica sword and helmets, showing what the hoard items would have looked like complete, see film footage of the find and view the interactive exhibits. Visit the castle gift shop and café to buy specially designed Staffordshire Hoard gifts and purchase the Backyard Brewhouse award winning ale ‘The Hoard’, and don’t forget to make that all important donation to help preserve the legacy of the hoard.

Don’t miss the free Anglo-Saxon Festival on August 27, 28, 29 August, featuring a complete Saxon encampment, showing Saxon life, including the battles, the blows and the bloodshed. See King Offa in all his glory

3 The exhibition will be free to the public and the castle will be open from 10am to 4pm daily from the 27 th August to the 18 th September 2011. The Tamworth exhibition hopes to receive circa 10,000 visitors. Tickets are available from the Tamworth Box Office on 01827 709 581 / 01827 709618, Monday – Saturday, or visit the box office, situated in Tamworth’s gold award winning tourist information centre . They can also be bought online at www.ticketweb.co.uk . At 11/7/11 approximately 6,500 tickets had been allocated.

Alongside the free display there is the option for groups to book exclusive evening guided tours;

Itinerary 1 - £20 per person Start the evening with a local Staffordshire produce cheese and wine supper in Tamworth’s beautiful Town Hall. You will then be escorted to Tamworth Castle across the ancient ruins of the castle gatehouse. Enjoy a 45 minute costume guided tour of Tamworth’s magnificent Medieval Castle, finishing in the Great Hall, where the treasure is on display, along with many other exhibits. Visit the castle gift shop and purchase specially designed Staffordshire Hoard gifts and don’t forget to make that all important donation.

Itinerary 2 - £12.50 per person Start your evening with a 45 minute costume guided tour of Tamworth’s Medieval Castle, finishing in the Great Hall, where the treasure is on display, along with many other exhibits. Visit the castle gift shop and purchase specially designed Staffordshire Hoard gifts, then enjoy some light refreshment, tea or coffee accompanied by delicious honey and oat Staffordshire Cookies. Don’t forget to make that all important donation.

Itinerary 3 - £10 per person Start your evening with a 45 minute costume guided tour of Tamworth’s Medieval Castle finishing in the Great Hall where the treasure is on display, along with many other exhibits. Visit the castle gift shop and purchase those specially designed Staffordshire Hoard gifts. Don’t forget to make that all important donation.

5. Saxon Festival 27 th 28 th & 29 th August This summer’s festival has been given a Saxon theme and will complement the opening weekend of the Hoard’s visit. The event will take place in the Castle Grounds and include a Saxon encampment with activities including; • Anglo-Saxon Storytelling • Anglo-Saxon Toys and Games • Anglo-Saxon Pottery Making Workshops • Early Saxon Burial Rites • Saxon and Viking Encampment Demonstrations • Anglo-Saxon Mounted Warriors

6. Security and environment The security and environmental requirements for the Hoard are set out in; the conditions of loan stipulated by BMAG and PMAG, the advice given by the Museums, Libraries and Archives service (MLA) security Advisor William Brown and by our Insurance provider.

Following an early site visit by the MLA advisor, William Brown, the Council has procured ADT to upgrade the existing CCTV and alarm arrangements at the Castle. The specification for this upgrade was revised and extended following advice from the insurance company.

4 As required by the Loan Agreement the display will be invigilated by staff during public access.

Appropriate display cases have been secured via Lichfield Cathedral that meet the environmental and security requirements.

7. Staffing and logistics Given the longer than normal Castle opening times during the exhibition, and the staffing requirements needed to ensure safety and security, there will be a need for additional staffing resource to cover the exhibition. This additional capacity will be fulfilled mainly through additional hours for existing castle staff, including casuals and volunteers. The Friends of Tamworth Castle have offered to support the exhibition and additional volunteers from within the Council’s main staff body will be sought.

The Castle expects to receive circa 10,000 visitors during the free exhibition and perhaps 300 additional evening visitors through the optional paid tours.

8. Branding and marketing As part of the longer term plan a branding exercise was undertaken in relation to the Staffordshire Hoard and Mercian Trail. The branding process took inspiration from the British Museum book and website created in 2009 which used black and gold. Following a tender exercise the Mercian Trail partnership commissioned a local company to develop a Staffordshire Hoard brand which is owned by BMAG and PMAG. Alongside this brand a Mercian Trail identity has been created and is seen throughout the marketing and display materials. View the website http://www.staffordshirehoard.org.uk/ or appendix A for examples. As partners in the Mercian Trail Tamworth Borough Council is able to make use of the brand, providing materials are used in accordance with the branding guidelines and signed off appropriately.

A range of local, regional and national marketing materials and activity has been implemented.

9. Merchandising and donations The Mercian Trail Partnership has created a range of sale items to compliment the exhibitions and these items will be sold online and at the venues. The items have been developed using funds from the Mercian Trail and income from the sales will be split between the venues and Mercian Trail Partnership. The split depends on the item but is roughly 60/40 or 80/20 in the venue’s favour. The Castle and TIC will be able to stock items during and after the event. Stock management will be an issue and procedures between venues are being put in place to try and avoid any shortages of stock. The main issue being that stock lead in times are about 6 weeks. Normal Castle stock and refreshment sales will be available to visitors and income will be retained by the Castle.

All the exhibition venues will also seek to generate public donations to further support the conservation, research and display of the Hoard. Specific donation boxes have been purchased and information leaflets will be made available to explain why donations remain important. Staff will be active in promoting donations.

10. Associated projects A book entitled Tamworth the Ancient Capital of Mercia is in development and will be available for the Tamworth leg of the exhibition. The development costs have been 5 shared between local charities including the Rotary Anchor, Soropomists, Lions, Rotary and the Council. As part of the arrangement any funds raised by the book will be ring fenced for future heritage projects.

The Council has also commissioned a number of additional illustrations to those required for the exhibition which can be used in the book and in future displays.

A replica of Offa’s penny is also in development which will be sold as merchandise at the Castle once completed.

11. Evaluation and review Customer experience and feedback will be collected as part of the summer festival in line with all our outdoor events and from each of the exhibitions across the three venues. Feedback from staff, partners and stakeholders will also be used to review the success of the event.

12. Appendices

1. Saxon Events Brochure 2. Groups Leaflet

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