A ‘lasting legacy of culture and investment’ was the key takeaway from a session discussing Croydon’s appointment as the London Borough of Culture 2023, at yesterday’s Develop Croydon Conference.
During the session ‘How can Croydon maximise the Borough of Culture?’, key figures from Croydon Council and the Borough of Culture steering group brought forward both plans and aspirations for Croydon as it takes on the prestigious cultural title, with break-out groups later discussing their thoughts on the opportunities it could create.
Kristian Aspinall, Interim Director of Culture and Community Safety, Croydon Council, opened the session, highlighting Croydon’s “ambitious bid” for the title, which focused on one overriding goal – to “put Croydon on the map and driving investment into this borough”.
“Croydon Council is committed to doing good with culture… we see it as so important.”
He continued “it is our main vehicle over the next 12 months to get business footfall and enterprise into the borough.”
On the Borough of Culture programme itself, Kristian announced that there would be 14 ‘tentpole moment’; events that will “bring people in from across London and the south east”, as well as a range of ‘ignite projects’ led by both local and national organisations, as well as a series of community festivals and small artists activations.
“This is going to be great for the people who live in Croydon, but equally we want people from outside Croydon to be coming into the borough during that year, to see what Croydon has to offer.”
Kristian’s aspirations were clear as he concluded: “our single main measure of success here is the legacy it leaves. And that legacy has to be around investment. It’s going to be a fantastic year, but it’s also the platform for the future of this town and the future of this borough. We will have triumphed if we get more businesses, more creative enterprises, more tourists and more people coming into the borough.”
Ceri Sunu, Development Manager, London Mozart Players, joined the discussion, describing the excitement artistic organisations feel whilst also highlighting it’s role as a catalyst for change:
“We are excited about the opportunity that Borough of Culture would afford us to progress as an organisation and to regain some of the momentum that was lost due to COVID.
“Habits of consumers and audiences have changed. This will really give us, and lots of other artistic organisations, the opportunity to reignite some of what’s been lost and really progress the arts again.”
Of those who previously held the title of Borough of Culture, Ceri highlighted the “lasting change” in these boroughs – from Brent creating 600 leadership employment opportunities for young people to the £4.1 million spent by audiences attending events in Waltham Forest.
Partnership is also key, explained Ceri: “Croydon has somewhere in the region of 830 creative organisations. We need to look for partnership opportunities with these groups. This will be key as part of our central campaign.”
Dr Daniel Winder, Venue Director, Stanley Arts and Chair of Croydon’s Borough of Culture steering group described the group as a “critical friend of the council” as well as a “strategic support group, who are all individually involved in delivering different aspects of the programme.”
On what he sees as the objectives of the programme Daniel remarked: “I see [Borough of Culture] as a key opportunity for perception; perception change both in terms of how people living in Croydon perceive their own borough, but also how people outside Croydon or London perceive it.
“I think that the key benefit and legacy isn’t just for cultural businesses. It’s for any kind of business that you’re trying to run in Croydon. There are real gains to be had and Borough of Culture should be part of your development strategy over the next 18 to 24 months.”
Addressing the businesses and developers in the room, Daniel expressed a desire for partnership, with focus on cultural collaboration to reinvigorate the town and district centres: “I think culture is a key mechanism for activating and initiating openings of new commercial spaces. If you’re going to be doing this next year, then engage with the culture team, there are ways in which we can partner so that our event programmes can match the activation of your commercial spaces.”
Daniel announced that there would be some familiar calendar favourites, including Croydon Mela and Croydon Pride which are set to be “bigger and better”, as well as new events which will garner “national profile” from established and recognised artistic organisations.
Daniel also promised a large number of smaller scale events, which will “engage local people with their local physical heritage”, offering real opportunity to get people “out of their houses and onto the streets, hopefully encouraging them to spend their money in shops and businesses.”
Daniel summarised: “culture is just the start for us. It is not an accolade; we haven’t achieved anything yet. Borough of Culture is meant to be about stimulating cultural activity and initiating an exciting moment of cultural activity which must continue – it’s not a one off.”