WESTMINSTER CITY COUNCIL CULTURAL STRATEGY 2021 – 2025 City Council // Cultural Strategy FOREWORD

This Cultural Strategy is our commitment to ensuring Our Council Economy and Placemaking teams are Westminster remains a vibrant, welcoming and exploring new ways to invigorate our high streets inclusive cultural hub. It is a continued invitation to you with pop-up, artist-led activities and we are bringing – our residents, businesses, voluntary and arts partners together a range of people and partners to launch to work with us to create meaningful experiences a cultural campaign to bring arts events out on and the right conditions for innovation to flourish. to the streets of Westminster later this year.

Last year we invited you to help us establish Initiatives are also underway with Landowners, BIDs our strategic priorities, and to continue to and sector bodies to attract new business investment work with us over the next five years to make and foreground Westminster’s role as a centre for sure that our initiatives support everyone who innovation and world-class creative industries. works and lives within our community. Our vision is of a city that welcomes visitors The COVID-19 pandemic has reinforced the need and residents to experience our extraordinary for cultural engagement. It has shown us how cultural heritage alongside contemporary creative in difficult times our common humanity and its innovation and enterprise. With your help we creative expression through the arts can be a vital will continue to work together to provide wider source of inspiration, resilience and healing. access to culture, greater wellbeing through arts participation, thriving creative businesses, new The council is, now, more than ever, committed to jobs and many more creative places and spaces. doing all we can to enable Westminster’s world- class cultural and creative sector to prosper; from Collectively we can maximise the cultural offer across our placemaking initiatives – creating new and our city as we build a better future and a City for All. exciting public spaces – to animating the city through outdoor events, festivals and markets. Councillor Paul Swaddle OBE, Cabinet Member for Finance and Smart City The creative potential of our young people is being nurtured by our Children’s Services and City Lions officers through a range of school partnerships, industry events and cultural enrichment activities. We already offer a range of arts and wellbeing initiatives, but our new Strategy looks at whether we can do more with others on this front. ‘We were previously taught that art is a paint brush and paper, but today has shown us that art is a huge world’ – Ayad, a Westminster resident taking part in City Lions in

02 Please note that the photographs used in this document were all taken before March 2020 03 Westminster City Council // Cultural Strategy

OUR COMMITMENT TO CULTURE We want to celebrate and promote culture, its creative expression through the arts, and its benefits across our city It is abundantly clear, as we continue to update including the film, visual effects, advertising, fashion, the council’s City for All vision in response to marketing, design, and video games industries, London is one of the most 18 per cent of There are more than  the pandemic, how vital the revival of cultural host a significant and growing number of jobs visited places in the world. the city’s residents engagement in Westminster is to the recovery of both within Westminster and through their supply Hosting a record breaking come from the EU and 130 MAJOR our city and the creation of vibrant communities. chains and associated investment in the city.

This new Cultural Strategy is our call to residents, 31 MILLION 180 ESTABLISHMENTS Our Four Cultural Strategy Priorities visitors in 2016, Westminster nationalities are including eight historical buildings, businesses, voluntary sector and arts partners to We are keen to work with our community stakeholders is at the heart of this represented 56 theatres, five concert halls, collaborate with us, so that all our residents, workers to help deliver the four Strategy priorities. three other music venues, and visitors feel safe and welcome to enjoy culture 13 comedy clubs, 15 cinemas, in our streets, iconic venues and community spaces. / Culture for All: It is our priority to increase 24 museums and 16 art galleries Working with libraries, community champions and access to culture for all, with a specific housing services we want to ensure we reach all, focus on reaching residents that encounter especially the city’s most deprived communities, physical, social and economic barriers. in which the economic, social and health impact of the COVID-19 crisis can be most deeply felt. / Resilient Communities: We aim to support health and wellbeing programmes, deepening Our understanding of culture is that it permeates relationships between the council’s Families, Public all aspects of our lives and is part of the way we Health, Adult Social Care, and Libraries services, express ourselves individually, as businesses and as and cultural partners and health providers. communities. While its expression through the arts 27% includes large-scale events, museums and galleries, / Open for Business: To nurture the creative public artwork and architecture, festivals and film economy we will attract new business and sets, all of which make Westminster an international investment by increasing opportunities to engage destination and important host of world leading in creative enterprise and the local cultural offer. of all London’s jobs in music, Westminster is home to The borough is home to , creative sectors, it also includes community festivals, performing and visual arts one of the world’s most influential faith gatherings, markets, informal activities, digital / Creative Placemaking: We will ensure creative are based in Westminster SIX OF THE UK’S media clusters. More than engagement, charities and the libraries where many placemaking, so that cultural infrastructure, of our youngest residents will engage with the arts creative workspaces and resident programmes are integral to planning and regeneration schemes. MOST VISITED 1 IN 5 JOBS for the first time. Our vibrant creative businesses, free cultural destinations in London’s creative economy are in Soho

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WHY CULTURE 67%

Music therapy reduces Student participation in structured MATTERS FOR EVERY £1 agitation and need for arts activities can increase of turnover that art and medication culture generates, Culture shapes our sense of identity 51p of gross value is COGNITIVE ABILITY IN 67% by 17 per cent and there are added to the economy of people with dementia direct benefits to wider and affects our life chances educational outcomes Experiencing and taking part in cultural activity can Health and Wellbeing change the way we think about the world and about The Department for Digital, Culture, Media & Sport ourselves. Evidence tells us that engaging in cultural (DCMS) Committee’s recent report Changing Lives: activities is good for our wellbeing, and can help us the social impact of participation in culture and sport, to discover new interests, strengths and careers. points out the beneficial social impact of cultural and Our own creative expression, and the expression sporting activities on communities. Such activities of others, through the arts help us reflect on social are shown to improve criminal justice, education and issues, from health inequalities to climate change health outcomes, and yet are too often undervalued. and the Black Lives Matter movement, so we can We want to ensure that in Westminster we do not miss work towards a more positive vision of the future. opportunities to allow the unique power of culture to Creativity and Enterprise change lives, transform cities and reduce crime. According to the World Economic Forum, critical Community and Talent thinking, complex and creative problem-solving and Our Strategy is driven by the ambition for people of all creativity are the top three skills that will survive in backgrounds to be able to access and shape the culture the face of increasing automation. Access to cultural around them for the current and future wellbeing of Research into social Culture is a major catalyst Cultural participation can reduce activity through a range of formal and informal the community. As in the Arts Council’s Let’s Create prescribing has shown a of the tourism economy, social exclusion and increase settings will provide our residents with opportunities strategy, the aim is for the creativity of each of us to be with cultural tourists spending community cohesion, and to develop these critical skills. Supporting enterprise valued and given the chance to flourish. Part of this is 37% DROP contribute to making communities and ingenuity that inspire new cultural production and in GP consultation rates to provide creative spaces within the community, which £7.3 BILLION feel safer and stronger technological innovation will be key to the recovery and a 27 per cent reduction out of the £11.5bn total yearly is so crucial for the showcasing of the talent of this of Westminster’s unique creative economy. in hospital admissions tourist spend in London and of future generations, as highlighted by the Authority’s recent Cultural Infrastructure Plan. 06 07 Westminster City Council // Cultural Strategy

CULTURE AND OUR PARTNERS We can only make a difference by working with others Our Strategy provides a structure around which we can / Enterprise Space Network: Inviting membership invite community and cultural partners to work with of Westminster’s workspace network and tailored us to create a varied, inclusive and exciting cultural business support, businesswestminster.com environment for our residents, business and visitors. / Out and About: Arranging free and accessible The Strategy’s five year action plan aims to promote community group visits as part of our Out and health and wellbeing, reduce social isolation, increase About programme for the over 65s, westminster. a sense of community, attract visitors, support gov.uk/leisure-libraries-and-community/arts- business recovery and develop our young people. and-culture/cultural-events-older-people

We want to encourage our partners across / City of Sculpture and Green Plaques: Shaping Westminster to extend their reach and connect with the public realm by inviting proposals for City more local people. This can be done by contributing of Sculpture, westminster.gov.uk/submit-city- to these already established council programmes: of-sculpture-proposal and Green Plaques, westminster.gov.uk/green-plaques / City Lions: Providing workplace opportunities, workshops, events and talks to support In addition, we will continue to provide updates about Westminster school-children aged 13 to 16 new opportunities for young people programmes, towards creative careers, citylions.org cultural campaigns, festival participation, networking, training and council grant schemes through / City Save: Creating free and discounted our Culture Network mailings. You can find out cultural offers to Westminster residents, how to join the Culture Network on our website, citysave.westminster.gov.uk westminster.gov.uk/arts-networking-and-training

Evening concert held in partnership with Sofar Sounds, Westminster Reference Library 08 Photography credit: Bruna Magalhaes – Kalopsia Koncept 09 Westminster CityWestminster Council // Cultural City Council Strategy // Cultural// Culture Strategy For All

WHY IT’S IMPORTANT Culture provides a vital tool for educating and building healthier and happier communities1 It helps connect people with their change this, and already have in place own communities, promoting civic several initiatives that aim to make participation behaviours, such as culture accessible to residents. For voting. Research shows a strong instance, our Music Hub provides // link, particularly for young people, music education and performance between active participation in opportunities for Westminster school cultural programmes, and improving children, and our City Save scheme people’s sense of belonging and offers free or reduced-price access engagement in their local area2. to cultural venues and activities. Exploring culture can also inspire reflection, debate and learning, and We want to ensure that everyone encourage people to think about social in the city has the opportunity and CULTURE ability to access Westminster’s rich issues, such as climate change. cultural offer, and to ensure that Data from DCMS indicate that everyone, from every background, certain groups are less likely to visit is aware of the variety of cultural museums, arts and heritage venues, activities in the city. It is equally or engage in arts and heritage important that our world-class cultural activities. Older people, those in lower sectors seek to create an inclusive FOR ALL socio-economic groups, and those offer, relevant to people’s lives. who are unemployed, living in social Ensuring Westminster’s remarkable housing, from a BAME background Since 2007, the Westminster Faith or living with a disability or long- Exchange, which is a long-standing cultural offer is open to all residents, term health condition all have lower initiative to facilitate and encourage businesses and visitors levels of participation3. Westminster dialogue between the council and is home to some of the country’s the different faith communities, have most deprived neighbourhoods and run an art and poetry competition has comparatively high numbers for children in the borough. The of individuals who are less likely to competition is open to children engage with culture. We wish to and young people of all faiths and is always very popular.

10 Audience at LIVE, a free annual musical showcase on 11 Westminster City Council // Cultural Strategy // Culture For All

Our libraries, as freely accessible spaces, do and will continue to play a key role in ensuring our cultural offers are available to all. For example, during KEY PRINCIPLES the COVID-19 lockdown our libraries continued to provide a home library service to vulnerable Increase cultural benefits for people Increase awareness of Westminster’s residents and offered public access to PCs, with the living in the areas of most deprivation rich and diverse arts offer through libraries’ internet used over 2,000 times a week. across Westminster, including cross-promotion, resident our five most deprived wards: newsletters and campaigns. To persuade both parents and young people of The third MyWestminster Day the value of culture we are planning three library quadrupled in attendance from Westbourne, Queen’s Park, Harrow exhibitions across the borough. These will display its first to third year with over Road, and Churchill. works made by local children and young people Work with our iconic cultural institutions which chart their creative response to the lockdown. 4,000 PEOPLE  to create free and accessible We also aim to show this work at the Saatchi Gallery attending in 2019 Support communities in delivering offers, including digital events, and Piccadilly Lights. The works of these young diverse cultural activities and festivals and community visits. artists will afterwards be held at our Archives Centre, events in libraries, faith venues where they will become part of historical records. and other community spaces. Our Cultural Strategy sets out our aim to take a more Better employment of digital dynamic approach to engaging local young people Engage young people and parents technology to engage residents with the arts and creativity, to ensure they are given with creativity and culture, through and visitors in culture. a platform and a voice. We would like to work further schools, libraries, family hubs, with our family hubs, youth hubs, schools, colleges youth hubs and online platforms. and universities to increase connections with both of MyWestminster Fund has our iconic and grass-roots cultural organisations. been awarded to organisations or To improve access and reach we will encourage projects with cultural outcomes outreach activities in our schools, such as the Donmar Warehouse’s planned 2021 tour of its Teenage Dick production to five schools across Westminster.

There is more to do to engage people culturally though the rapidly evolving digital sphere, which is itself changing the way we see and shape our culture. Through working more closely with cultural partners we can do more to Each week our Music Hub provides connect them with our local communities. a music education for over 5,000 PUPILS from 50 different schools across Westminster, Kensington & Chelsea and Hammersmith & Fulham

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CASE STUDY //MYWESTMINSTER DAY MyWestminster Day is a community festival In 2019, 62% of people said they met someone new hosted by the Leader of the Council at at the event and 98% said the event helped them to Recreation Ground. The free festival brings together feel positive about their community. Lena Choudary- residents from different backgrounds to promote Salter, Director of Mosaic Community Trust, exhibitor at a pride in our diverse and vibrant city. The first MyWestminster Day for the past three years, said: “The MyWestminster Day was in 2017 with 1,000 visitors. people who visited Mosaic’s marquees felt uplifted and This has since grown to 4,500 visitors in 2019. proud to identify themselves as part of Westminster and its rich diversity of culture. The event gave us – the The event promotes a local and accessible form of BAME groups – a unique opportunity to showcase our culture for the city’s neighbourhoods and provides own positive contributions to MyWestminster’s ethos.” a great opportunity to involve residents, community groups and local businesses. It offers free live music, dance and food from across the world from local people and organisations. Community and voluntary groups deliver activities and workshops for all ages. These have included arts workshops, such as t-shirt painting with One Westminster volunteers, and henna painting with Westminster Bangladeshi Welfare Trust.

14 based dance group Peña Flamenca de Londres performs at MyWestminster Day 15 Westminster City CouncilWestminster // Cultural Strategy City Council // Resilient // Cultural Communities Strategy

WHY IT’S IMPORTANT Our society is faced with many challenges, including challenges to our individual wellbeing, such as poor mental health, loneliness and ageing Evidence tells us that participating in disease, as well as impacting quality culture – whether visiting a museum, of life and overall wellbeing6. Using going to the theatre or joining a initiatives to reduce isolation such as // class or activity – significantly social prescribing, in which activities increases overall life satisfaction4. such as visiting art galleries and museums are prescribed instead of A report by our Health and Wellbeing medication, has been shown to reduce Centres task group found that using GP and hospital visits and save money. the city’s assets, including national and local arts organisations, improved There is increasing evidence that RESILIENT the overall maintenance of good cultural activities both reduce risk of health, and contribute to building dementia and slow its decline. The strong communities. Around 20% of council is committed to creating, GP visits are made for non-medical supporting and encouraging reasons5, such as loneliness, and accessible dementia-friendly arts-based therapies have been shown environments. We promote the use of to be effective in treating stress and ‘low-stimulus’ performances, which COMMUNITIES mental health issues. In general, those can benefit those who are autistic who take part in arts and culture are and those living with dementia. We Using culture to help improve the health and more likely to report good health support arts-based and creative and increased life satisfaction. activities as part of the service wellbeing of residents and strengthen communities offer in social care as an important Westminster has a higher than part of the lives of our residents. national average over 65 population, with a high or very high risk of We are currently tackling loneliness in loneliness for older residents. Isolation older residents through initiatives such has serious health implications as Out and About, which provides free including depression, dementia, high tickets to cultural activities, such as blood pressure and cardiovascular concerts and theatre performances

16 The Soho Society and St. Anne’s Church Tea Dance, part of Silver Sunday 17 Westminster City Council // Cultural Strategy // Resilient Communities

to residents over 65. Other council-supported initiatives, such as Silver Sunday and the Tea Dance, offer opportunities for older people to KEY PRINCIPLES try something new and meet new people, while visiting cultural venues such as the English Recognise the social impact of culture Employ council funds such as ward National Ballet. Our libraries also attract people and shape activities accordingly budgets, towards investment in local from a wide range of backgrounds and can to help communities thrive. cultural activities and wellbeing. play an important role in social prescribing and community referrals. They provide access to many cultural activities – from Support programmes targeting those Implement cultural projects shown dance classes to jewellery making – which less likely to take part in culture, such to have a positive impact on crime can have a positive impact on individual ‘Westminster Sings’ has supported as those living with dementia, those at and anti-social behaviour. wellbeing and resilience, especially for those experience loneliness, isolation or poor health. 10 COMMUNITY risk of loneliness, and young people not in education, employment or training. Although older people are at higher risk CHOIRS Support cultural projects that of isolation, 16 to 24 year-olds are the age providing mental health support promote active engagement in the group most likely to identify as feeling lonely, and tackling social isolation Engage local people in cultural community, such as volunteering. indicating where we may need to extend activities to improve health and 7 provision . By targeting cultural activity at wellbeing by working with libraries and those most at risk, we can provide more public health and leisure services. positive health outcomes, while relieving pressure on other care services.

Every year 400 RESIDENTS  over the age of 65 enjoy free tickets to cultural events hosted by our partners across the borough

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CASE STUDY //DANCE WESTMINSTER Dance Westminster is a new pan-disability event for The first grand finale was held on 23 January 2020 people with disabilities aged 11 and over who live, study at the Greenhouse Centre with an audience of 175 or work in the city. The project took place for the first people and guest judges, including Wayne Sleep OBE. time last winter, run by local inclusive dance company Step Change Studios and supported by the council. Finalist, Shalim, said: “Dance Westminster was my first experience of dance... the whole process really felt No experience of dance was required. Participants like a lot of fun to me. I really want to use the process initially took part in one of three workshops as an inspiration for other people with disabilities.” followed by auditions to select ten finalists. The long-term goal is to set-up three annual disability dance programmes across the city, which would culminate in auditions and a grand finale.

20 Dance Westminster finalists and judges, delivered by the council in partnership with Step Change Studios, The Greenhouse Centre Ballroom 21 Westminster City Council // Cultural Strategy // Resilient Communities

CASE STUDY //LOOK AHEAD During Spring 2019, the council facilitated a trial Peer Support Volunteers (PSV), who had personal programme of cultural activities at a social service experience of homelessness and drug and alcohol centre for some of Westminster’s most vulnerable dependence, were selected to become Activity people. Edward Alsop Court (EAC) is a 24 hour, Coordinators. One PSV, who later moved from 79 bed accommodation service managed by running the programme into full-time employment, Look Ahead Care. It provides support for older said: “the mentality of the customers seems homeless men who have complex needs. to have changed from a sentiment of ‘nothing ever happens around here!’ to a more positive, To promote personal wellbeing and positive social ‘things are happening, what can we do next?’.” experiences a 16 week programme of 72 activities was developed which offered art therapy, music, The activity programme resulted in a 98% fall photography, creative writing, and cooking, as well in complaints at EAC compared to the 16 week as a range of sports activities, including fishing. period before the programme. Incidents of aggressive and anti-social behaviour fell by 54% and 49% respectively. Look Ahead is now seeking to roll out the programme more widely.

22 Resident at Edward Alsop Court, managed by Look Ahead Care 23 Westminster City CouncilWestminster // Cultural City Strategy Council // //Open Cultural For Business Strategy

WHY IT’S IMPORTANT Promoting a thriving creative economy and creating opportunities for residents, visitors and businesses The impact of COVID-19 on the as a whole8, across which cultural performing arts, cultural institutions and creative sector jobs only make and creative sector and the up about 5% of the total. Nationally consequent downturn has drawn the cultural sector was worth over // sharp attention to the fragility of £111 billion in 2018 in GVA terms the local economic ecosystem and and grew at five times the rate of the reinforced the need to focus on the rest of the economy9; Westminster creative industries as a central driver is at the heart of this success story. in the council’s recovery strategy and City for All delivery. Promoting and More than ever, in this time of supporting the rich variety of cultural uncertainty about the speed of experiences on offer is key to ensuring the post-COVID recovery and our OPEN FOR relationship with international markets, a thriving mixed local economy post- COVID and welcoming visitors back we are committed to creating an to enjoy retail, hospitality and leisure adaptable and attractive environment opportunities. We will work collectively for creative industries to thrive in with Business Improvement Districts, – building on our reputation as a landowners, Great Estates, London world-class hub for commercial art and Partners and sector bodies to galleries, fashion, creative media BUSINESS and performing arts production. retain our reputation as a dynamic Supporting a thriving creative economy and global centre of excellence for In recent years our City Promotions, cultural and creative industries. Events and Filming team has opening up business and skills opportunities Supporting the cultural sector provides supported large-scale events of many positive benefits to the city, from international importance such as The creating jobs to attracting visitors and London Film Festival in partnership enhancing Westminster as a place to with the BFI, London Fashion do business. In 2019 there were over Week and West End LIVE. We work 100,000 creative and cultural jobs in alongside BIDs and landowners Westminster, making up 15% of all to support cultural interventions jobs in the city. This proportion was in their respective areas including three times higher than in London the Heart of London Business 24 Regent Street Christmas Light Switch-On, delivered by the New West End Company in partnership with the Crown Estate 25 Westminster City Council // Cultural Strategy // Open For Business

Alliance’s ‘Scenes in the Square’, forthcoming ‘Art in London’ augmented reality project which is being delivered in partnership with KEY PRINCIPLES X and Grosvenor’s ‘WanderArt’ campaign. Support infrastructure, events and Broker affordable workspace We fund the development of affordable creative services to create an attractive operating and retail space opportunities enterprise spaces and artist studios across the borough, including those at Somerset House. A new environment for cultural and creative to support existing creative capital grants programme is about to launch, inviting Culture Network Westminster businesses and organisations. businesses and attract new ones. cultural partners and creatives to take over void units celebrates its 11th year, now counting and set up pop-up enterprises on our high streets. We are also shaping a new inward investment service for 500 MEMBERS  Promote Westminster regionally, Provide education and training Westminster, building on the borough’s success to representing cultural nationally and internationally as a for residents to develop the skills date in attracting high growth business and helping organisations, council services, cultural and creative destination required in the cultural sector and and community groups local businesses to scale. It will work closely with which supports cultural investment. so improve career opportunities the BIDs to provide business support tailored to and bridge the cultural skills gap. investors’ needs, ensuring connections to local supply chains and the wider Westminster ecosystem. Ensure culture is at the heart of our To help combat recession and to provide equal formal and informal economic activities, Connect young people to cultural opportunities for our young people, we aim to foster new such as street entertainment and opportunities and meaningful work talent, paying particular attention to underrepresented our city-wide markets strategy. experience and ensure they have a groups, to help the cultural and creative sectors to Over  voice in shaping cultural programmes. bridge skills gaps. With a trend of fewer students taking arts and creative subjects in schools, we 130,000 FT² have a role to play in exposing young people to affordable workspace catalysed opportunities in the cultural sector and in recognising for creative businesses creativity as the skill most highly valued by employers, throughout Westminster evidenced in recent CBI and LinkedIn surveys.

Creative education contributes in additional, indirect ways. Research has shown that participation in structured arts activities can increase cognitive ability by 17% and direct links have also been found with employment: students who study arts-based subjects are found to have a higher employability and be more likely to stay in employment than those who do not10. Given such links, the council's West End Live attracts over Business & Enterprise, City Lions and Children’s Services teams are keen to create more partnerships 100,000 between schools and our cultural organisations. people annually

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CASE STUDY //WESTMINSTER ENTERPRISE SPACE NETWORK The Westminster Business Unit provides If workspace operators are already demonstrating support for local businesses, offering guidance these commitments, or are willing to undertake to and coaching on issues such as business do so, they can sign up to the network via an MoU support and consultancy, assistance with the (a memorandum of understanding) agreement. apprenticeship levy, and an ongoing voucher programme to improve broadband connectivity. The network is part of a light touch business support programme. It is free, is not legally or contractually The Business Unit launched the Westminster binding, and currently has 29 members. Between Enterprise Space Network in October 2019 as the them these members operate 60 enterprise council’s first network of workspace providers. Its aim spaces occupied by 1,500 businesses. The spaces is to bring together workspace providers to improve include co-working space, serviced offices, art the provision of workspace within the community by studios, makers’ spaces and catering space. offering affordable spaces offered at flexible tenures (1 to 12 months), ensuring business support within these workspaces to help small businesses to thrive, and providing business opportunities for local residents.

Somerset House Studios resident artists FRAUD, photographed with ‘Carbon Rifts’, a new series of works commissioned for COMPLEX VALUE$, 28 Somerset House is supported by Westminster City Council’s Business Unit and capital grants. Photography credit: Dan Wilton 29 Westminster City Council // Cultural Strategy // Open For Business

CASE STUDY //CITY LIONS City Lions is a cultural programme for 13 to 16 year- Many young residents in Westminster attended olds which aims to connect young people with career online workshops and virtual events in July 2020, opportunities within the creative sector through as part of City Lions’ Digital Festival. Across five partnerships with creative organisations and schools. days, young people were able to gain exclusive access to a host of interesting and exciting creatives City Lions has already successfully engaged over who delivered free workshops online via Zoom. 1,500 young people in creative opportunities since 2018. Participants accessed work experience, and The programme is now entering its third year of delivery behind-the-scenes and workshop opportunities in 2021 and will be expanding to include three strands with Somerset House, Society of London Theatre, to ensure all young people in Westminster can benefit , Wigmore Hall and from culture and creativity; City Lions Discovery, City the Exhibition Road Group, among others. Lions Community and City Lions Online. In addition to the programmes current activities, City Lions will Creative employers are partnering with City Lions be launching a new mentoring programme for young as part of their Corporate Social Responsibility people looking to pursue a career in the creative programmes to address skills gaps, develop talent and industries, as well as free to use online resources and engage with those from disadvantaged backgrounds. guidance to help them navigate their next steps.

30 City Lions participants review workshop at Westminster City Hall following week of Discovering Arts and Creativity events across Westminster 31 Westminster City Council // Cultural Strategy // Creative Placemaking

WHY IT’S IMPORTANT We believe culture should be embedded in regeneration programmes, which should involve residents and businesses in the planning stages Art and culture in public spaces is to attract audiences back into the about enhancing the public space and city through a series of rewarding making it more appealing, but also experiences. We will seek to combine // about encouraging the social cohesion subtle moments of surprise and and identity of a neighbourhood. delight alongside large-scale Culture can provide a useful method spectacles in partnership with local of engaging communities, preserving and international talent and creativity. local character and improving the benefits of regeneration. Already We want to better signpost the cultural initiatives such as Green Plaques value of our heritage sites which CREATIVE and City of Sculpture celebrate offer world-renowned landmarks and local cultural and heritage. We iconic picture-postcard architecture are committed to increasing local that attract tourists from around the relevance and encouraging wider globe. We want to help institutions input from the community as evolve their offer, enliven outdoor these programmes develop, and spaces and reach new audiences. we welcome the GLA’s review Emerge festival, run by Culture 24, will PLACEMAKING aimed at improving diversity in the return in future years to transform public realm, so it can better reflect our historical palaces and museums Making sure culture is embedded in public spaces, supporting London’s multicultural communities. into night-time performance venues which invite exploration and play. residents to engage in and benefit from regeneration A central plank of the council’s plan for economic recovery will be its Our City Plan for the next 20 years emerging animation strategy, which aims to make the city more navigable will seek to create an inspiring and through better wayfinding in public captivating local environment, with a transport hubs, and by collaborating transformative approach to the high with organisations such as the London street, creating a varied programme Walking Network to make it easier for of cultural events and interventions people to visit cultural and heritage attractions by cycling and walking. Mural by Heather Agyepong at Cockpit Theatre in Church Street, celebrating Mary Seacole, prominent historic British-Jamaican 32 nurse and local resident. Part of GLA Tate Collective’s LDN WMN Trail. Photography credit: Beth Crockatt 33 Westminster City Council // Cultural Strategy // Creative Placemaking

We have several emerging regeneration sites across the city in which culture is paramount. A new cultural quarter forms the heart of plans for Church Street, KEY PRINCIPLES and innovative plans for the West End International Centre are underway, in collaboration with the Over 120 Green Promote a diverse and truly reflective Animate the public realm through local Heart of London Business Alliance and other BIDs. Plaques around the representation of Westminster cultural partnerships and events. A Creative Learning Quarter will evolve in Strand- borough celebrating communities in the public realm. in a newly pedestrianised area linking Westminster’s Somerset House with King’s College and LSE. people and places Protect existing cultural Cultural activity will be incorporated into the Harrow Partner with local organisations to infrastructure, via our planning Road and Ebury Bridge areas in new creative industries develop place-based approaches policies and City Plan 2019–2040, hubs. Oxford Street District regeneration will promote to cultural activity and participation as well via the implementation of high-quality opportunities for live music and cultural in smart city opportunities. the Government’s Use Classes Order experiences that enhance the local economy. In turn, which protects music venues. culture and creativity will attract new business and investment to these areas to support their regeneration. Celebrate local identities, cultural Conserve, enhance and promote The council is currently developing its vision assets and activities and use them the unique character and heritage for becoming a globally leading smart city over to promote the area to visitors, the next few years, as part of its City for All businesses and investors. of our diverse neighbourhoods. delivery. There will be exciting opportunities to work with creatives and cultural institutions to develop a more vibrant and inspiring interactive environment for visitors, workers and residents.

Create Church Street fund has enabled almost thirty community- based art projects to take place in Church Street, allowing over 1,000 RESIDENTS to creatively engage directly with the regeneration of their local area

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CASE STUDY //CREATE CHURCH STREET The Create Church Street Phase 1 project encouraged Working closely with local gallery The Showroom arts and culture in the Church Street ward to involve increased the schemes applications by 19%, residents in a large-scale regeneration scheme. The demonstrating the value of local partnerships. More project awarded small grants, totalling £200,000, generally, the project showed how culture can be to organisations and individuals to deliver creative used successfully to celebrate local communities, activities to benefit local people of all ages and helping them to feel involved and engaged in backgrounds. The project encouraged residents to matters that affect them, while developing trust develop a sense of ownership and pride in the area, between the council and communities. bringing people from all backgrounds together as Church Street embarks on a process of great change. Phase 2 Create Church Street launched on 2 September 2020 with a £150,000 fund designed to support Create Church Street funded 29 projects and creative crowd-funding campaigns for beneficial helped to foster productive relationships between community projects in the Church Street area. artists, arts organisation and local groups, gave young people a voice, showcased local artists, and introduced residents to new creative opportunities.

Exhibition of ‘Traders’ by photographer Rosalind Hobley, celebrating local traders and business people 36 photographed with an object symbolising their trade. Traders was funded by Create Church Street 37 Westminster City Council // Cultural Strategy // Creative Placemaking

CASE STUDY //WEST END LIVE Since 2004, Westminster City Council has hosted The event drives footfall into the West End, West End LIVE in Trafalgar Square. In partnership with subsequently providing a boost in ticket sales for the Society of London Theatre, the event showcases participating shows. Almost 70% of visitors to West free performances from the most popular musicals in End LIVE said they would not have come to this part of the West End. The annual weekend-long programme London if it were not for West End LIVE: their presence promotes the West End as a world-class destination for generates a net gain of £4.5m to the local economy. culture and theatre as well as promoting Westminster’s cultural offer to an international audience. West End LIVE is one of Westminster’s true highlights, loved by audiences, theatres, and local businesses The event attracts huge audiences, with Trafalgar alike. A virtual version was experienced by over Square quickly reaching its maximum capacity 200,000 online visitors in 2020, but we hope it will and allowing almost 120,000 people to enjoy the be back live, bigger and better than ever in 2021. performances over the weekend. In 2019, over 30 different theatre productions were showcased.

38 West End LIVE performers off-stage, Trafalgar Square 39 Westminster City Council // Cultural Strategy

DRIVING OUR PRIORITIES FORWARD 2021–2025

Priorities Actions Priorities Actions Culture for All Resilient Communities

Connect more residents and visitors Better council signposting via social media, resident Bring cultural productions into library spaces New Performing Arts Library with new with the local cultural offer. newsletters, City Save upgrade, City Lions digital and platforms to increase access. accessible rehearsal rooms and events platform and targeted promotional campaigns. spaces to host cultural activities.

Engage and empower young people to Engagement with schools, parents, family participate in local culture, building on existing hubs, youth hubs and libraries to create more programmes such as the Music Hub. platforms for young people to express their creativity and shape their local culture. Dedicate more council resources to culture Libraries and Social Care to expand and wellbeing activities for those who are wellbeing offer through pilot programmes Use digital technology to engage more residents Work with partners to extend reach of digital isolated or living with poor health. and evaluated interventions. in culture, including those who are isolated. cultural experiences through the council's online communication channels.

Encourage use of library, archives and More public engagement with BAME arts partner resources to explore and share organisations and practitioners in community spaces. Help to enable more local connections Libraries to collaborate with Public Health to identify stories about BAME communities. between primary care and arts provision. promotion, referral and evaluation mechanisms. Collaborate with cultural partners and Work with partners to offer our residents resident groups to co-create more free free and accessible festivals and and accessible community events. events including West End Live.

Improve hard-to-reach resident More outreach arts activities in housing engagement in the local cultural offer. estates, faith venues and schools, and Support active participation in culture to Delivery of Dance Westminster annual event collaboration with community champions. improve mental and physical health. and work with voluntary sector to create more participatory opportunities with health benefits. Improve access for those experiencing disabilities. Accommodating the needs of those with disabilities by ensuring, for instance, parking spaces and dementia adjustments.

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DRIVING OUR PRIORITIES FORWARD 2021–2025

Priorities Actions Priorities Actions Open for Business Creative Placemaking

Work with the creative sector and BIDs Creating new opportunities for creative and cultural Promote our neighbourhoods, business Collaboration with BIDs and neighbourhood to enable economic recovery. sectors to enhance the visitor offer, enliven high districts and heritage settings as cultural forums to animate the public realm, showcase streets and attract business investment. hubs with an experience-based offer. unique local heritage and cultural character.

Create a strong operating environment Development of council policies on licensing, Develop our public realm programmes such as Work with newly appointed independent for creative and cultural sector to retain public realm and street entertainment to our Green Plaque scheme and City of Sculpture. panels to increase the relevance and international competitiveness. support growth and attract visitors. impact of public realm programmes.

Deliver the City Plan 2019–2040’s aspiration Improve wayfinding, make the city more walkable and to improve the public realm and protect arts, cyclable, and encourage neighbourhood plans that Enable creative enterprise through Growth of Enterprise Space Network and heritage, cultural and community facilities. protect cultural venues. Update planning and policy supporting affordable workspaces. launch of further new workspaces. guidance to support public art works in appropriate locations that reflect our diverse communities.

Ensure culture is included at the heart of any changes Deliver Strand-Aldwych Creative Learning to the public realm and all regeneration schemes. Quarter, Oxford Street Cultural Strategy, creative districts of Harrow Road and Ebury Address skills gaps and improve pathways Co-design opportunities for local young people to Bridge and Create Church Street Phase 2. into creative careers for young people. feature in council-run programmes such as Enterprise Week, Creative Industries Week and City Lions. Culture is at heart of new smart city developments. Seek to promote local cultural offer and creative interactions in technology solutions developed across the city.

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RELATED COUNCIL STRATEGIES REPORTS / City for All / Community Cohesion Report

/ Health & Wellbeing Strategy / Armed Forces Covenant

/ ActiveWestminster / Libraries Advisory Board Report

/ West End Partnership Vision / Health and Wellbeing Centres Task Group Report

/ Street Entertainment Policy / Access to Culture Task Group Report

/ Licensing Policy

/ Markets Strategy

/ Greener City Action Plan 2015–2025

/ A Partnership Approach to Open Spaces and Biodiversity in Westminster

/ City Plan 2019–2040*

/ Climate Emergency Action Plan*

/ Events & Filming Strategy*

/ Dementia Plan*

/ Youth Strategy*

/ Animation Strategy*

* In development at time of publishing

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KEY PUBLICATIONS AND SOURCES CONSULTED / Changing Lives: the social impact of / The case for cultural learning, Cultural Learning / 10 skills for the rise of automation, World / Heritage and Society, Historic England, 2019, participation in culture and sport, DCMS, 2019 Alliance 2017, culturallearningalliance. Economic Forum 2018, weforum.org/ historicengland.org.uk/content/heritage- publications.parliament.uk/pa/cm201719/ org.uk/wp-content/uploads/2017/08/ agenda/2018/07/the-skills-needed-to-survive- counts/pub/2019/heritage-and-society-2019 cmselect/cmcumeds/734/73402.htm (1) CLA-key-findings-2017.pdf (10) the-robot-invasion-of-the-workplace / Heritage and Economy, Historic England, 2019, / The value of arts and culture to people and society, / London Plan, GLA, 2016, london.gov.uk/what-we- / 2018 Snapshot, Visit Britain, historicengland.org.uk/content/heritage-counts/ Arts Council England 2014, artscouncil.org.uk/ do/planning/london-plan/current-london-plan visitbritain.org/2018-snapshot pub/2019/heritage-and-the-economy-2019 sites/default/files/infographics/Evidence_ review_Infographic_March_2014.jpg (2) / Visitor Attraction Trends in England 2017, / Culture for All Londoners: Mayor of London’s Visit England, visitbritain.org/sites/ Culture Strategy, 2018, london.gov.uk/sites/ / Social Prescribing, GLA 2017, london.gov.uk/ default/files/vb-corporate/Documents- default/files/2018_culture_strategy_final_0.pdf what-we-do/health/social-prescribing (3 & 5) Library/documents/England-documents/ vva_2017_trends_in_england.pdf / Cultural Infrastructure Plan: A Call to Action, / Creative health: the arts for health and wellbeing, GLA 2019, london.gov.uk/sites/default/files/ All-Party Parliamentary Group on Arts, Health and / Contribution of the arts and culture industry cultural_infrastructure_plan_online.pdf Wellbeing 2017, artshealthandwellbeing.org.uk/ to the national economy, Arts Council England appg-inquiry/Publications/Creative_Health_ 2015, artscouncil.org.uk/sites/default/files/ / Understanding the value of arts and culture, AHRC Inquiry_Report_2017_-_Second_Edition.pdf (4 & 6) download-file/Arts_culture_contribution_ 2016, ahrc.ukri.org/documents/publications/ to_economy_report_July_2015.pdf cultural-value-project-final-report / The Loneliness Experiment: A National Survey led by University of Manchester and BBC / Cultural Tourism Vision for London, GLA 2015, / Global Trade Report, Creative Industries Federation london.gov.uk/sites/default/files/cultural_ 2018, creativeindustriesfederation.com/ / seed.manchester.ac.uk/education/ tourism_vision_for_london_low_res_version.pdf sites/default/files/2018-01/Federation%20 research/bbc-loneliness-experiment (7) Global%20Trade%20Report_0.pdf / Creative Coalition A Plan to Reimagine, / UK Business Register and Employment Survey: Creative Industries Federation, 2020, / Let’s Create 2020-30, Arts Council England, 2017 Results, Office for National Statistics (8) creativeindustriesfederation.com/publications/ artscouncil.org.uk/letscreate / Creative Industries Statistics, creative-coalition-plan-reimagine / Sectors Economic Estimates GVA, DCMS 2016, Creative Industries Federation, 2020 / Taking part survey, DCMS, gov.uk/government/statistics/dcms-sectors- creativeindustriesfederation.com/statistics (9) gov.uk/guidance/taking-part-survey economic-estimates-2016-regional-gva

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