WatfordWatford CulturalCultural Plan:Plan: ActionAction PlanPlan andand NeedsNeeds AssessmentAssessment July 2011 •tomtom fleming fleming / creative / creative consultancy consultancy / / 1 Foreword On behalf of the Cultural Leaders’ Forum, I am delighted to present this Five Year Action Plan for the cultural rejuvenation of Watford. We have explored the role that culture and creativity play here, with a focus on how they can contribute to the process of change across the town centre, as well as the broader community and economic impacts for the borough as a whole. It is clear that the range of cultural assets in Watford would be the envy of a much bigger town or borough. We should take pride in our excellent arts and entertainment venues, teaching facilities, first class expertise and talent. The message of this report is that strategic action and close collaboration are the key to maximising Watford’s cultural potential still further. We have exciting opportunities brought by new facilities such as the West Herts College Campus, the Palace Theatre Digital Screen, the Colosseum and the Warner Bros Leavesden film studios. I would like to thank the many local organisations, businesses and individuals who contributed their valuable insights and experience to the report and the Cultural Leaders’ Forum for steering its production so enthusiastically and agreeing to oversee its delivery over the next five years. Here’s to the future! Dorothy Thornhill Elected Mayor of Watford • tom fleming / creative consultancy / 2 This report has been written by Andrew Erskine, Tom Fleming and Tracey Gregory from Tom Fleming Creative Consultancy. Research support was provided by Rosalyn Benjamin, Nneka Ugboma and Trends Business Research. • tom fleming / creative consultancy / 3 Contents Executive Summary 3 1. The Role of Culture in Watford 7 1.1 A Cultural SWOT for Watford 10 1.2 Achieving Balance – Some Key Principles for Watford 11 2. Four Cultural Development Themes for Watford 12 2.1 Balanced Watford 13 2.1.1 Watford’s Creative Economy 14 2.1.2 Watford’s Night-time Economy 16 2.2 Accessible Watford 18 2.2.1 Improving Accessibility: Opportunities for Watford 19 2.3 Talented Watford 20 2.3.1 Nurturing Talent & Supporting Creative Business 21 2.4 Participating Watford 22 2.4.1 Building Cultural Participation in Watford 23 3. A Five Year Cultural Action Plan for Watford 24 3.1 Actions for a Balanced Watford 25 3.2 Actions for an Accessible Watford 27 3.3 Actions for a Talented Watford 29 3.4 Actions for a Participating Watford 31 Appendix A: Consultees 33 Appendix B: Literature Overview 40 Appendix C: Legible Cities 41 Appendix D: Local Participation 42 Appendix E: Watford’s Creative Industries 51 Appendix F: Watford’s Night-time Economy 63 • tom fleming / creative consultancy / 4 Executive Summary: This report is written for Watford Borough Council by Tom Fleming Creative Consultancy (TFCC). The Report and its accompanying papers are based on a Watford – a Balanced Town process of intensive consultation and partnership development. The TFCC team (Tom Fleming, Andrew Erskine, Tracey Gregory, Nneka Ugboma and Rosalyn for Culture and Creativity Benjamin) has worked closely with Watford Borough Council and stakeholders across the town and wider region to co-create a clear role for culture and creativity in Watford and to identify a set of practical interventions that will maximise the positive value they have for the town as it changes over the coming years. Through a series of workshops, interviews, and practical planning meetings, we have worked to develop a 5-year Cultural Action Plan for Watford. Overall, a package of three papers (inclusive of this Report – Paper 1 ) form an overview of: -The current profile and dynamics of the cultural and creative sector in Watford. This includes analysis of the size and scope of the cultural and creative business sector in Watford to provide an assessment of the potential for growth to inform planning and policy development. See Paper 2 for a detailed profile of Watford’s Creative Economy. - The profile of Watford’s night-time economy, showing how the night time offer of the town has changed in recent years. This includes an assessment of dynamics of the three night-time economy sub sectors – drink-led, food-led and entertainment sectors. See Paper 3 for a detailed overview of Watford’s night- time economy. - The distinctive role that culture and creativity play across Watford, including current audience and participation behaviour, and how culture and creativity impact on economic development, community engagement, planning and of course their contribution to the identity and life of the town. This Report explores the role that culture and creativity play here, with a focus on how they lead processes of regeneration and change across the town centre as well as a broader economic impact for the Borough as a whole. • tom fleming / creative consultancy / 5 i81 i82 • tom fleming / creative consultancy / 6 Slide 6 i81 Page 6, Para 3, last sentence. Reads "to succeed, this report will need support and animation from the all the Cultural ..... ". Delete "the"? insitets, 05/10/2011 i82 Page 6, column 2, final para, final sentence. Delete "Cabinet". Change "proposed" to "proposes"? insitets, 05/10/2011 Building from existing commitment While this new Report is concerned with culture and creativity across the whole Borough of Watford, much of its concern is with how culture can help in the regeneration and improvement of the town centre. In particular how culture can help make the town centre more appealing for residents and visitors through a broader day and night-time offer. Correspondingly, this Report and the consultations that have underpinned its development seek to address issues to do with promotion, inward investment and attracting businesses, improvement to the built environment, tackling the problem of excessive night-time drinking at the expense of other activity, and making the city-centre more balanced and appealing to all sections of the community. In doing this it connects with existing activity such as the business driven Watford For You programme and the policies and strategies such as the Economic Development Strategy. It coincides with real innovation in creative projects – such as the rise of pop-up arts and cultural activities in under-used retail spaces. It also comes at a time that the Borough is finalising its Core Strategy, which would benefit from a stronger cultural emphasis. Therefore, this Report recognises that much is already underway here, but it also challenges partners to acknowledge that much is still to be done if Watford is to become a compellingly cultural and creative town that maximises its existing assets and bridges gaps in provision and opportunity. • tom fleming / creative consultancy / 7 The Five Year Cultural Action Plan for Watford However, it is made clear throughout this Report and in the This Report culminates in a Five Year Cultural Action Plan. This Action Plan that it is unlikely Watford will grow to become a is positioned to develop vision, cement partnership, widen the cultural centre of national significance. It lacks the scale and is ownership of the cultural asset base of Watford. It identifies how too close to London for such a role. to maximise the town’s potential and build on its already considerable asset base. There are significant opportunities and However, through better use of existing assets, more effective challenges here. coordination, and an approach to culture that unites different uses and aspirations, Watford can become a more balanced This is because: town for culture and creativity with a regionally - The range of cultural assets across Watford would be the significant offer. This is a town that has a more open and envy of a much bigger town or Borough. All the elements inclusive cultural offer; where the night-time economy is enjoyed exist that are needed to make it a great place for culture: location, by a more divers profile of the town’s communities, and where transport, robust private sector economy, cultural attractions, Culture provides the ‘oil and glue’ for much that is currently excellent educational offer, strong communities, good shopping under-developed and disconnected. offer, vibrant sports clubs, buzzing night-time economy. This presents a challenge for Watford – to make better use of its mix of This Report sets out an agenda for this opportunity to be assets and engage different communities so that the role and realised. profile of Watford as a place for culture is better understood. - Watford is also a place of significant cultural potential - from the fantastic new creative and media facilities at West Herts College to the nationally significant Warner Bros £150 million investments in nearby Leavesden Studios; from the strong grassroots cultural activities such as those supported by the Newton Price Community Centre, to the pioneering ‘pop up shop’ programme being developed by Watford Borough Council. It is clear that with a joined-up approach that builds from existing strengths, majors on the passion and commitment that is already on show, and locks into emerging strategic opportunities, then Watford can genuinely be an excellent place for cultural development and a serious town for creative business. • tom fleming / creative consultancy / 8 1. The Role of Culture in Watford – Urban, diverse and youthful Watford The borough of Watford is located in south-west Over the last decade, investment in the cultural and wider Hertfordshire and is the most diverse as well as the liveliest infrastructure landscape of Watford has been significant: the district in the county. It is the centre of a sub-region, task now is connecting it more effectively, further animating serving around 960,000 people who live within 20 minutes the cultural life of the town, and building a more sustainable travelling time.