Festival of the Arts - 2009

Heidi Bellamy - Service Manager

Tourism, Heritage, Enterprise & Culture

www.south-norfolk.gov.uk
Contents

Introduction p3

Executive Summary p3

Background p4

Strategic Context p5

Aims and Objectives p8

Review of Current Situation p9

Artistic Programme p10

Marketing Plan p24

Fundraising Plan p27

Resources Plan p30

Financial Plan p33

Appendices

Budget p36
Risk Assessment p38
Marketing Tactics and Action Plan p42

2
Introduction
The Council is progressing the corporate priority to make South Norfolk culturally
and economically richer; a vibrant, diverse, inclusive place where people want to
live, work and visit.

We recognise the positive effect creative activity has on individuals; providing

enjoyment, enlivening spaces and enriching lives. Culture makes places
distinctive, engendering pride in the local community. It also makes a practical
contribution in terms of sustainability, providing employment, encouraging
learning and inspiring people to adopt creative and active lifestyles.

Through culture communities are better able to engage young people in

constructive activity and attract the people and businesses essential for a
prosperous local economy.

Executive Summary
In order to further develop a comprehensive and integrated cultural offer and
increase the profile of the district as a visitor destination a Festival of the Arts is
being planned for 2009 next year that will support tourism, culture, heritage and
the arts in a bold and innovative way.

Running from May to September the programme has been designed to appeal to
the widest audience and includes performances of opera, folk, classical music,
brass bands, theatre, film, children's puppet shows, art exhibitions and more.

The programme will balance community participation with excellence by offering

events of both a local and international flavour, including a free outdoor
celebration in Whitlingham country park and a number of other high profile
events featuring artistic performances of significant calibre.

In order to encourage communities without an existing cultural calendar to

instigate their own arts events we will be offering support to local volunteers to
help ensure as many parishes as possible take part.

A range of services will be available from South Norfolk Council, including

specialist advice from the Cultural Development Team, a downloadable toolkit on
event management, professional marketing of the entire Festival programme and
possibly small grants for communities from the Neighbourhood Forums to help
them with the costs of producing and promoting local events. These measures
will help to ensure participation, local ownership and a future legacy.

This plan has been developed by specialist officers from Culture, Tourism and
Economic Development in a collaborative approach to profile the cultural offer to
residents and visitors with an aim of boosting the local economy.

3
Background
Festivals are a central contribution to local vitality and provide focus and stimulus
for cultural tourism. We already have an established portfolio of community
festivals with six regularly active groups in Diss, Welborne, Wymondham, Bergh
Apton, Harleston & Waveney and Chet Valley, collectively attracting over 23,000
visitors spending an estimated £160,000 in 2008.

Results of the Norfolk Citizen Panel indicate that South Norfolk has a higher than
average attendance at/participation in the following
• Going to see theatre/dance/drama
• Going to a visual art exhibition/event
• Playing music or going to a music workshop
In terms of future interest, given a wide range of cultural activities, the most
popular choice sited by 22% of current non-participants was ‘Attendance at the
Arts’. 1

In order to meet this latent requirement we will need to further build our existing
programme of free outdoor activity and incorporate specific actions to promote
musical concerts at non-traditional sites, street theatre in market places and use
public spaces such as commons and countryparks for imaginative artistic
interventions.

In 2005 the Council instigated a Festival Network in partnership with Creative

Arts East (CAE), the arts development agency for Norfolk. The aim of the
network is to share best practice, provide training opportunities and enable the
Council to offer a joint marketing initiative that packages the Festivals collectively
and adds a higher level of profiling to their individual local campaigns.

Building on this approach the Festival of the Arts will act as an 'umbrella' for
existing community festivals and allow us to engage with other evolving groups.

We also have an existing events programme of Countryside, Heritage, Sports,

Play & Arts, which provides opportunities for residents to access culture in the
widest context. And we work with local communities to advise and assist them in
the delivery of celebrations, street festivals and other free open-air events.

1
Source www.norfolkcitizenspanel.org 2005

4
Strategic Context
In addition to progressing the Corporate Priorities to
• Make South Norfolk a culturally and economically richer place to live
• Be businesslike and efficient providing the services people value the most
The proposed cultural activities will also align to national, regional and local
strategies and deliver outcomes linked to key National Indicators.

Arts Council England – is the national development agency for the arts and
aims to ensure that more high quality work reaches a wider range of people. 2
The key priorities are
• Taking part in the arts
• Children and young people
• The creative economy
• Internationalism
• Vibrant communities
• Celebrating diversity

Participation and attendance – the Arts Council has a target to increase the
number of adults and young people aged 16 and above from priority groups who
participate in arts activity at least twice a year by 2% and to increase the number
who attend arts events at least twice a year by 3% by 2008. 3

Of particular relevance to South Norfolk in terms of policy direction is a recent

publication entitled New Landscapes 4 : which states that

“arts have the power to change lives and communities and outdoor arts of
all types have a particular ability to engage, inform and entertain audiences that
might not otherwise attend art events”

The document makes a commitment to working with Local Authorities and other
partners who use outdoor arts to celebrate, regenerate and animate their public
spaces.

Living East – was the cultural consortium for the East of England. 5 The most
recent cultural strategy A Better Life had four key themes to provide a focus for
investment and decision-making over the next 10–20 years:
Three of these have relevance to the project:
• embedding culture in growth and regeneration
• developing creativity
• growing cultural tourism

2
Our agenda for the arts in the East of England 2006-8
3
Public Service Agreement framework (PSA 3)
4
New Landscapes: Outdoor Arts Development Plan 2008-11
5
www.livingeast.org.uk

5
Norfolk Live – is the cultural strategy for Norfolk and incorporates priority actions
to increase cultural activities and to raise the profile of the cultural sector in
Norfolk and beyond. 6 The Cultural Forum Board monitors progress towards the
following measures of success:
• The spend per head on cultural projects throughout Norfolk increases
• Norfolk recognised as a culturally significant county
• A majority of local authority projects have a cultural dimension
• More people are taking part in cultural events and activities across the
county

Local Area Agreement – this set of 35 improvement targets form a contract with
Government Office to deliver a specific level of performance and have been
agreed at a county level. 7 Relevant indicators that the proposed Festival will
deliver outcomes against are as follows:
• NI54 – services for children and young people with disabilities. British
Sign Language interpreters are available on request for all our children’s
outdoor theatre performances.
• NI75 – access to services via public transport, walking and cycling.
Information on alternative methods of transport will be included in all our
promotional material.
• NI6 – number of volunteer hours. Local volunteers will continue to be
supported through the Festival Network with training and their contribution
collated.
• NI110 – young people’s participation in positive activity. A number of
events for young people such as Live & Gigging will be included in the
programme.

South Norfolk Alliance Sustainable Community Strategy 2008-2018

The strategy for the local strategic partnership aims to improve the quality of life
in South Norfolk by encouraging statutory, voluntary, community and business
organisations to work together. 8 This project will deliver outcomes against two of
the eight themes:
• Thriving Economy – the Ten Year Vision aims for “vibrant market towns
and villages attracting tourism and with flourishing rural businesses.” This
will be supported by profiling our heritage assets and growing the cultural
events calendar.
• Stronger Communities – target 5.3 includes initiating a Festival of the Arts,
whilst supporting volunteers to develop other local events. It is
acknowledged that there are still barriers to participation and a South
Norfolk target is to increase the number of people engaging with the arts
(National Indicator 11)

6
www.norfolklive.co.uk
7
www.norfolkambition.gov.uk
8
www.south-norfolk.gov.uk

6
Leisure, Culture & Countryside Strategy 2006-2016
This is the strategic plan for the provision, enabling and encouragement of
services with a theme of ‘At the Heart of the Community’ to reflect our
commitment to engagement. 9 Culture is cited as being at the heart of
regeneration.

Priority One: Creating Stronger, Safer and Healthier Communities

Enable all residents to participate in the cultural life of the community and to
enjoy the arts. 10
Create a more dynamic cultural product within South Norfolk by working with
partners to incorporate greater diversity and encourage Black Minority and Ethnic
contribution.
Develop and encourage volunteer activity.

Priority Two: Increasing Economic Vitality

Provide a focus and stimulus for tourism, promoting our Festival portfolio to help
put South Norfolk ‘on the map’
Promote South Norfolk as a good place to live and work.

Priority Three: providing High Quality, Value for Money Services

Focus on exploiting external funding
Work in partnership and identify external funding to promote all art forms.

Priority Four: Increasing Participation and Customer Satisfaction

Make culture accessible for the enjoyment of all
Achieve a minimum of 80% customer satisfaction levels throughout our cultural
services
Create a cultural shift to target marketing, rather than advertising our product.

Priority Five: Increasing Opportunities for Older People, Children and Young
People
Manage the direction of our arts-based partnerships to enhance provision for the
benefit of children and their carers.
Positively engage with young people to help them access cultural opportunities.
Enable increased participation and opportunities for the 50+age range.

9
www.south-norfolk.gov.uk
10
Article 27 of the Universal Declaration of Human Rights

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Aims and Objectives
A Council sponsored Festival of the Arts will contribute to local distinctiveness
and boost the local economy by building the existing cultural tourism offer and
raising the aspirations of communities locally.

The Festival will progress the corporate aim to - Make South Norfolk a culturally
and economically richer place to live.

Key objectives are to:

1. Create a coherent identity by producing and distributing a unified brochure

that acts as a one stop promotional tool for all arts events from May to
September.
2. Balancing participation and excellence; this will be achieved by developing
a programme with a local and international flavour.
3. The Festival will act as an 'umbrella' for existing and new local events,
combining 'grass roots' programming with a number of high calibre events.
4. Design a programme that will appeal to the widest audience, in terms of
age and geographical spread. The programme will encompass a broad
and diverse range of traditional and contemporary artforms.
5. Encourage communities to identify suitable outdoor settings, heritage sites
and unusual venues, in addition to promoting the use of village halls and
churches.
6. Boost visitor numbers to the district, extend the core season, increase the
spend per head and raise the profile of South Norfolk as a destination.
7. In addition to generating income from ticket sales, the Festival will also
seek to attract business investment and secure additional funding to
ensure future sustainability.
8. Maintain an ethos of procuring services from local suppliers wherever
possible and offer opportunities for local artists, musicians and performers.

8
Review of Current Situation
In order to better understand the current situation we have undertaken a PEST
analysis to capture significant trends in the external environment. Those
identified include:

Political
The government's current policy towards the arts, the challenges of
balancing participation and excellence.
Local Government Review and the implications this may have for future
activities and funding.
Developments in education policy, particularly the ‘Find your Talent’ DCMS
pilot, which aims to provide children with 5 hours of quality culture every
week. 11

Economic
Economic downturn resulting in reduction in non-statutory budgets and fierce
competition for sponsorship.
General trends in other sources of public funding and likelihood that
resources may be diverted towards the Cultural Olympiad.
The local economy; small market towns serving a large rural area with
predominantly small to medium sized enterprises.

Social
The structure and distribution of the target population; a widely dispersed
rural population where transport links between major centres are
comparatively poor.
The public perception of various art forms as elitist and how this will need to
inform our programming.
Maximising the current trend for short breaks and VFR (Visiting Friends &
Relatives).

Technological
The impact of new technology upon audiences and audience expectations;
people may be less willing to venture out for live entertainment and some
target groups are less responsive to the conventions of traditional
theatre/concerts.
Better harnessing technological advances in terms of box-office and internet
marketing of our activities.
Identifying how technology could benefit artistic production.

Other factors that will need to be considered are Legal and Environmental. It is
proposed to involve specialists from the legal team and the ecologist to further
understand influencing factors.

11
www.creative-partnerships.org/offer

9
Artistic Programme

We will seek to identify unusual

outdoor settings, heritage sites and
other venues

The launch and finale will be

ambitious events, with the emphasis
on excellence

In order to ensure that South Norfolk Festival of the Arts offers an enjoyable and
enriching cultural experience for visitors and residents of all ages, we undertook
a scoping exercise to identify existing arts events, reviewed provision across the
district, identified gaps in the Festival calendar and then developed this
programme in response.

Continued interaction with local business through the Business & Tourism
consortium will enable future plans to be developed to ensure that they maximise
the potential for supporting local business where appropriate. This forum will
also provide an opportunity to secure additional sponsorship.

Orchestral Concert

Working in partnership with Orchestra’s Live 12 , the national development agency

for orchestral music, we will bring City of London Sinfonia, an orchestra of
significant renown, to South Norfolk.

This prestigious launch event will take place on the terrace at Dunston Hall, with
a marquee as wet weather contingency. The programme is for 25 musicians and
has been devised as fun and adventurous, lending itself to an outdoor
celebration.

Handel Water Music Suite No. 2

Barber Adagio
Haydn Trumpet Concerto

Interval

Vaughan Williams The Lark Ascending

Shostakovich Waltz from Jazz Suite No. 2
12
www.orchestraslive.org.uk

10
Walton Two Pieces from Henry V
Dvorak Slavonic Dance in E minor
Krein Gypsy Carnival
J. Strauss Jnr. The Emperor Waltz

Whilst live orchestral music is costly, accrued subscriptions to Orchestra’s Live of

£5134 will enable tickets to be priced at £20/£17 for a maximum audience of 300.

This event will also provide us with the opportunity to offer sponsors, funders,
partners and other VIP’s hospitality as part of their support package. Therefore
income has been based on the sale of 200 tickets only.

Total cost £12,677 Cost to SNC £2,533

Art Alive

Following the success of Art Alive in May 2008 with over 4,000 people visiting the
12 participating over two week-ends it is proposed to further develop this initiative
in partnership with the Diocese of Norwich and all Norfolk local authorities.

The aim of the project, which would take place over the May Bank Holiday, is to
promote rural locations through their built heritage and local arts/crafts with four
outcomes;

1. To show the wealth of artistry in church buildings and artefacts linked to past
and present.
2. To raise awareness of existing craft skills and help ensure these skills remain
sustainable within the county and diocese.
3. To increase the number of children who are aware of and interested in craft
skills.
4. To create and sustain international links to increase spiritual and cultural
tourism

It is planned to include an additional education strand in order to engage young

people in craft skills that are being lost from everyday life, through incorporating
artists/craftsperson workshops as part of the extended schools offer.

In terms of specific local objectives, we will be creating a trail in the Waveney

Valley area, around the chosen theme of animals in art. This will feature four
churches in Burgh St Peter, Wheatacre, Aldeby and Toft Monks linking to an
existing Broads Authority cycle trail and highlighting pubs enroute.

The total project costs are £106,000 and a partnership contribution of £2,500 is
required towards the overall costs. An application has been made to the
Heritage Lottery Fund and a number of trusts and sponsors.

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Storytelling at Waveney River Centre

The Waveney River Centre is a key visitor site for holidaymakers wishing to
enjoy the tranquillity of the Southern Broads.

This event will build on an existing relationship with Spin Off Theatre and feature
local tales gleaned from the surrounding parishes of Burgh St Peter, Wheatacre
and Aldeby, known as the magical triangle. These ‘mardles’ will celebrate the
county’s unique storytelling tradition and be set to a background of oboe music.

Waveney River Centre Site

The event will be free to attend and aimed at a

family audience. It will be programmed to take
place on a weekend at the beginning of the
holiday season. Spin Off Theatre performing

Cost to SNC £221

Pleasure Gardens

The proposed event would be hosted in the gardens

of Rainthorpe Hall, a half-timbered Tudor manor
house with lawns running down to the river, clipped
yew hedges and an Elizabethan knot-garden.

This setting will provide a beautiful backdrop to four

artistic components linked by an Elizabethan theme.

1. Pleasure Garden - an intimate performance with a stage set that replicates a

formal garden. Groups are escorted into the garden for approximately 15 minutes
for bees, blossom, extravagant characters and elegant comedy. This short
performance would be repeated throughout the event a
total of eight times.

2. Fairy Land Trust workshops where families make

beautiful things, mostly using natural or recycled
materials. These workshops are fun and theatrical using
storytelling and performance, as well as hands on arts
and crafts to make each workshop a magical experience

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for young and old alike. The Fairy land trust will also provide den building in the
wooded area of the parkland and a workshop for up to 30 children at a time,
where children will make fairy clothes in a medieval tent.

3. Chalemie strolling musicians in Elizabethan costume, providing dancing and

music of the period with lots of participation for both children and carers.

4. South Norfolk Countryside Rangers will deliver an activity by the river Tas,
which winds its way along the bottom of the garden.
Families can build a small wooden or paper boat and
watch them as they race each other across the river.

The event will take place on 30th May and is aimed at

a family audience. Tickets will be at an affordable
price with a family ticket available for £10.

Total cost £3,617 Cost to SNC £2,967

Midsummer Chillax

We are seeking to create a relaxed and informal event aimed at developing the
‘Fun, fashion and friends’ audience segment identified by the Arts Council
England. Programming needs to take into account the sensitivity of the site and
align with the aims of Whitlingham Trust.
The proposed date is June 20th and the concept has been devised around a
midsummer picnic. The event will be free to attend with an anticipated audience
of up to 2000, Whiltingham Trust will provide additional
stewarding support.
To create a theatrical spectacle two spheres will float
on the Little Broad with a third sphere on the shore; a
flautist and an aerial performer suspended within.
The flute’s sound will be transmitted to speakers on
the shore, the music creating a whole orchestra of
flutes from the one live instrument. Thus surrounding
the audience with a stunning kaleidoscope of aural
and visual effects.
Chilled out live music, a walk through
colour dome and possibly a giant outdoor
movie screen will add to the atmosphere.
The artistic content will also include a
series of commissions with a sand
sculpture, floating installations on the
water and a pyrophone.
Anne Bean – 150 neon Water Lilies floating
on the Great Broad
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It is anticipated that some income for the project will be generated by
sponsorship; we are also exploring opportunities for funding from Screen East
and ACE, as the event may align to their Outdoor Arts Development Plan. A
modest commission will be derived from catering concessions.
This event clearly aligns to South Norfolk Public Art Strategy, which identifies
opportunities for temporary artistic commissions. In particular it will produce
outcomes to support section 4.2 Public Art and the Waterways and 4.3 Artists
and the Landscape.

Outcomes
• Excellence in terms of the calibre of artistic commissions.
• This event will be free to attend with the aim of encouraging
participation and ensuring accessibility to public art.
• Artistic interventions in an outdoor setting will assist the development
of a targeted audience segment.
• This event will also further develop our partnership with Whiltingham
Trust, building on previous innovative performance projects.

Total cost £13,147

Insects Galore

Insects Galore will use insect experts alongside artists to encourage people to
explore the intimate details of our countryside and habitats. It is likely that the
event will take place at Mulbarton Common and will call upon the expertise of
SNC’s Ecologist, who will seek to
encourage interest in the
surrounding landscape through
examining insect life.

The programme will include a school

workshop, public walk and a
performance by the Insect Circus 13
to enliven the experience for
children and families.

The performance component will

feature two walkabout insects and
the unique Insect Circus Museum, which includes ephemera spanning more than
three centuries. The event will take place in the early July and a small charge
will be made in line with existing countryside activities.

Total cost £1,391 Cost to SNC £1,051

13
http://www.insectcircus.co.uk

14
Long Stratton Out Loud

South Norfolk Youth Action (SNYA) is intending to hold a musical event in Long
Stratton on Saturday 11th July 2009. The event follows on from the successful
‘Loddon Out Loud’ event held in July 08.

The group have decided that they would like the event to promote a theme and
this may be issues around equal opportunities.

The event will include all genres of music suitable for young people aged
between of 14 and 21. SNYA will be working in partnership with SN Sounds and
look to fill the programme with local talent, showcasing existing University bands
from our area.

It is also proposed to run a second venue (TBC) that will showcase folk music
and poetry.

Due to the nature and the scale of the event it will be necessary to use a
professional security company to minimise any disruption to the residents of
Long Stratton.

It is estimated that the event will cost about £17,000. SNYA have applied for a
grant of £2,000 from SNAP and £10,000 from the lottery.

An audience of between 3000-1500 young people is anticipated. The event will

cost £5.00 entry and it is anticipated that, should funding applications be
successful, the event will make a small profit for SNYA.

Hingham – Abraham Lincoln Bicentenary

Hingham’s unique role in history is as home to the ancestors of the sixteenth

American president Abraham Lincoln. Members of the community are keen to
present an event to celebrate the 200th anniversary of the birth of Abraham
Lincoln on 11th July.

The proposal includes both day time and evening components, creating an
opportunity for visitors to enjoy a unique event that brings to life events and
experiences from the time of the American Civil war.

The American Civil War Society will camp out on the green in Hingham
presenting an enactment experience. The ACWS is essentially a historical
society, with many members acknowledged as experts on the history of the
period.

15
 Events and demonstrations will be offered throughout the
day, including a handling session from the Norfolk
Museum service collection, which includes artefacts from
the period.

Workshops and displays will offer

visitors the chance to take part in a
range of related activities including a
patchwork quilt workshop, which will
run alongside a display of quilts produced by the Norwich
Society of Friends who reproduce American quilts made by
African slaves.

In the evening a local six piece band The Orwell Blue Grass Band and an Old
Time Music band will play tunes originating from the civil war period in the village
hall.

The event will have a linked education component led by the East Anglian
Traditional Music Trust, who will lead a series of dance workshops in Hingham
Primary School for Y5/6 pupils. The children will learn 19th century longways set
dances, which were popular in both Norfolk and America. The final performance
will take place at the celebration event accompanied by live music and the
community will be encouraged to come along in period dress.

There a number of partners offering in kind support towards developing this

community celebration and it is anticipated that income will also be generated
from ticket sales and local business sponsorship.

Total cost £2,004 Cost to SNC £1,394

Children’s Outdoor Theatre

Our children’s outdoor theatre programme runs during the summer holidays and
the six performances in July and August 08 attracted 973 children and their
carers.

The aim for 2009 is to continue to develop audiences for these events and
ensure a geographical spread of activity across the district. Whilst it is envisaged
that attendance will continue to be free of charge, in order that those most
disadvantaged families are encouraged to attend, there will be a focus on
increasing secondary spend by introducing a charge for augmented activity such
as face painting, introducing a pitch fee or negotiating a % of takings from
caterers and ice-cream vans and identifying a complimentary range of items for
sale.

16
We have approached Saffron Community Foundation for funding towards the
cost of these performances.

Total cost £5,342 Cost to SNC £4,452

Roman Day

Caistor Roman Day is a regular annual event and it is proposed to add some
additional activities that will add a new dimension to this already popular formula,
thereby adding greater appeal.

The proposal is for an artist in residence who will create a small shelter inspired
by an iron-age round house, visitors to the site will be involved in the construction
process.

The New Writing partnership will then offer workshops around writing and
performing poetry. This will culminate in participants performing their pieces in
the round house, which they have written in response to the location, the Iron
Age period and the construction of the Round house.

The event is targeted at a family audience and the aim is to bring alive the history
of the site. As in previous years a small charge will be made for admission.

Total cost £1,276 Cost to SNC £751

Gumboot SteamUp

Forncett Steam Museum is an unusual award winning museum that houses a

collection of steam engines, eight of these can be
steamed up, including the original engine used to
open Tower Bridge.

The venue is seeking to attract more visitors and

the proposed event would offer a unique opportunity
to promote this hidden gem. The museum offers an
atmospheric environment complete with sounds,
steam, and the powerful energy that can be witnessed when the machines are
‘steamed up’.

The artistic proposal is to introduce an energetic international acappella and

dance group from Zimbabwe with a worldwide reputation, to a backdrop of steam
lit by students from The Garage. The energy and exuberance in the Gumboot
Dance will match the power and force of the engines to create a show that has
artistic integrity and unique appeal.

Black Umfolosi 5 present a spectacular songs based performance that has

17
thrilled audiences all over the world. Their performances are energy driven,
completely engaging, mixing a great gentleness of spirit and song with an
exuberance in dance. Their trademark harmonies mixed with intricate rhythms,
clicking and clapping are highlighted during their brilliantly choreographed shows
with a full range of movements from subtle to vibrant stomping and leaping!
Their famous Gumboot Dances showcase the traditional styles and rituals of the
South African mining regions and are a particular crowd pleaser. A song in their
repertoire called Shoshalosa includes the sounds of a steam train, which creates
a great link to the museum

The event will also include a dance workshop and short performance earlier in
the day followed by the main performance for an audience capacity of 120.

Income for the project would generated by ticket sales for the workshop and
performance. In kind contribution from the venue owners in the form of site use,
engine steam up and fuel and volunteer hours.

Total cost £3,321 Cost to SNC £2,301

Make Do & Mend

The 100th Bomb Group Memorial Museum is located in the restored control tower
of the former bomber base for USAAF’s famous ‘Bloody Hundredth’ and tells the
story of the everyday life on an American WWII base.

The Dickleburgh museum features an interesting collection of memorabilia and is

an independent affiliated museum. It has a keen volunteer force and is currently
seeking to attract a broader range of visitors. The proposal offers artistic
components linked to the collection that will create an event with appeal to a
broad age range from 8-80.

Rag Roof theatre company have been secured for a small-scale production of
Make Do and Mend

“As the cakes are sliced and the kettle whistles a familiar tune, the audience is
transported to times long past. Memories found in a dusty tin are amplified to
reveal stories about community spirit, love, loss, hope, remembering and the
thread that ties them all together”

18
This performance is accompanied by “The Button Museum” an interactive
audiovisual installation that is accessible to the audience before and after the
performance.

A local WWII enactment group will provide a staged

cookery demonstration that is entertaining yet also
historically accurate. Plus a light-hearted ARP
demonstration (air raid proportions) complete with
gas masks and also a Punch & Judy show from the
period.

Timescape, a 1940’s band will perform authentic songs from the era in USAF
uniforms from the period at intervals throughout the day.

The income would be a combination of ticket sales, sponsorship and in kind

contribution from the venue in the form of site use & volunteer hours.

Total cost £3,704 Cost to SNC £2,467

Take Flight

Developed by Faceless Arts Take Flight is a non-verbal, visual, open air street
theatre production set to an inspirational soundtrack, featuring energetic masks,
flamboyant costumes and amazing puppets.

Inspired by a 13th century Sufi poem, the

production will involve a multi-cultural cast of
professional street artists and puppeteers
working alongside young people to create a
magnificent inclusive outdoor production.

This project will allow us to use the arts as a tool to engage with harder to reach
young people at risk of exclusion, at risk of offending or disadvantaged through
social deprivation.

Forming part of our ‘Sound Summer’ programme of activities, up to 30 young

people will work with professional actors for three days to make their own masks
and rehearse their roles as a flock of birds and a range of other characters. The

19
final performance will be promoted to the wider under the banner of Festival of
the Arts.

This work will deliver outcomes linked to NI110 Positive Activities for Young
People. Young people participating in this project will be eligible for the Arts
Award and/or the Norfolk Youth Award. The aim is that the artistic quality, in
terms of both process of engagement and production values, will inspire
participants to such an extent that we will then be able to signpost them into
accessing mainstream arts provision.

Faceless Arts have submitted a Grants for the Arts application to Arts Council
England for £40,000, supported by South Norfolk Council as one of six touring
partners. Should this be successful our partner contribution will be £2,500.

Fleeting Flames

Brockdish sculpture meadow provides a unique location for an event aimed at

developing the ‘Fun, fashion and friends’ audience segment identified by the Arts
Council England. The programme will feature fire sculpture and fire performers
plus a diverse programme of music including the Balkanettes, a female quartet
singing Balkan harmonies and Brickwork Lizards, whose music has a global
flavour incorporating Egyptian oud, a classical cellist, a jazz singer and hip hop
rapper.

The sculpture meadow owners are seeking to raise awareness of the venue and
develop innovative artistic use of the site. The event will incorporate sculptures
by local artists involved in the Harleston and Waveney Art Trail.

The evening will be punctuated by the display of a

number of specially commissioned fire sculptures,
located on a path route around the meadow. The
feature band Brickwork Lizards will perform an eclectic
fusion of contemporary world music and rap with
accompanying Fire Poi performer. The finale spectacle
will round off the evening with a dramatic moving fire
sculpture.

An early evening component will offer a creatively challenging workshop “Create

your own Fire Sculpture” aimed at young people12+. Participants in this
workshop will have the opportunity to light and display the fire sculpture as part of
the evening event.

The event will seek to support local business by linking the provision of themed
food and refreshments to the pub sited opposite the venue. The pub will also
host an accompanying exhibition of 2D art work.

20
Income will generated through a combination of ticket sales, in kind contribution
of the venue and volunteer hours.

Total cost £3,767 Cost to SNC £2,367

Garden Opera

By kind permission of Viscount Tamworth we will be programming an operatic

performance of Rossini’s Barber of Seville sung in English, at Ditchingham Hall
an outdoor setting that offers a glorious backdrop.

This performance is for a maximum audience of 499, with an interval for

picnic/drinks and aimed at not only opera lovers, but also developing new
audiences.

Garden Opera provides the entire production including lighting, staging and
piano. The cost of a performance with a six piece chamber ensemble is £5,600 +
VAT. Additional costs factored in include toilets and supplementary marketing.

The ticket price proposed is £22/£18 concessions with a child ticket available at
£12 in order to ensure maximum sales. Box office calculations have been based
on achieving 80% capacity.

This initiative would prove an ideal opportunity to gain business sponsorship as

complimentary tickets would be covetable and corporate hospitality would be
permissible.

The event will also support local producers and generate an additional small
income by promoting locally sourced picnic hampers.

It is anticipated that this established event formula will result in a financially self-
sustaining event.

Pluck Musical Arson!

TW Gaze Auction House was established in 1857 with its origins in agricultural
auctioning. Reflecting changes in the rural way of life, gone are the livestock
markets replaced by chattels auctions, which provide a forum for mixing business
and pleasure.

Collaboration with Gaze and Sons Auction House would provide an opportunity
to offer a musical evening that captures a flavour of the auction house
experience. The musical component would be preceded by a tour of the auction
rooms and a chance to view the forthcoming musical instruments and antique
sale. A possible small ‘real’ auction experience could be explored to feature an
experienced auctioneer in action.

21
The musical component will take place on a small staged area in the auction
rooms. The hilariously incompetent Pluck, not so much a classical trio as a
classical mistake! Impossibly, they compete, argue, scheme, ridicule, dance fight
and seduce their way through Bach to the Beatles. They
play a selection of classical pieces, but in a way that
would have their composers laughing in their graves.

This event would offer an alternative experience to the

more conventional music goer and also have appeal for
a younger audience with an interest in stand-up comedy
with a difference.

Income will generated through a combination of ticket sales, in kind contribution

of the venue and sponsorship.

Total cost £2,167 Cost to SNC £917

Bacon at the Sainsbury Centre

We are hoping to collaborate with the Sainsbury Centre, who has been working
to develop their events programme over the last few years to incorporate
performance and music alongside their visual collection.

The proposal is for a small-scale theatre production based on a day in the life of
Francis Bacon. This is of particular relevance, as SCVA hosts the largest
collection of Bacon Paintings in the world. The performance will meet the artistic
aims of SCVA to supplement presentation of works in the gallery via other
artforms; providing an alternative approach to curatorial display, helping to bring
the work to life and engaging with new audiences.

The performance would take place in the restaurant preceded by a tour of the
gallery. The seating capacity is for up to £150 and income will be generated from
ticket sales and sponsorship.

Total cost £3,617 Cost to SNC £2,967

Existing Key Service Partners

Investment Agreements with existing key cultural partners could be tailored

towards delivering outcomes for the South Norfolk Festival of the Arts in 2009.
However this is dependent on the re-instatement of the Grants budget, which is
likely to be affected by financial constraints and may result in a reduction or
cessation of existing activity.

22
Umbrella Events

Other existing arts-based activity that will be promoted under the umbrella of the
Festival includes;

• Harleston & Waveney Art Trail

• Welborne Arts Festival
• Harleston & Waveney Festival
• Wymondham Music Festival
• The Old Granary Studio Concert Series
• Summer Sundays at the Raveningham Centre
• Diss Music Festival

Groups who have been invited to participate include: SN Sounds Live & Gigging,
Wymondham Choral Society, Claxton Opera, Bergh Apton Community Arts
Trust, Diss Film Society, Four Churches Festival.

Attractions to host events:

In order to profile the distinctive, built, natural and cultural heritage of the district
we will also be seeking to profile existing arts based programmes at the following
sites;

• Galleries - Anteros Centre, Gissing Hall, Harleston Gallery, Abel Arts

• Bressingham Steam & Gardens
• Colney Wood – Sunday Music Afternoons with harp, fiddle, barbershop
• Kimberley Hall – Shakespeare outdoor theatre
• Burston Strike School – Rally on the first Sunday in September
• Diss Museum – organising a Thomas Paine Festival in 2009
• Wymondham Abbey
• Mudwalls Farm – music programme
• Geldeston Locks Inn – Comedy Festival

23
Marketing Plan
Key marketing objectives are as follows:

1) Maximise the cultural offer.

2) Maximise revenue/income potential.
3) Maximise ecomomic impact.
4) Achieve widest possible market penetration.
5) Achieve maximium profile

We regularly fund independent research into user preferences, in order to meet

our corporate commitment of offering people the services they value most and
ensure that our artistic programme is ‘market-led’.

Last year we are undertook a piece of research into the reasons for non-
participation to assist us in shaping future programmes and help inform our
strategic approach. A total of 168 people were questioned and the most
significant reasons given for non attendance at a cultural event were as follows:

No Interest: 20% Unaware: 13% Too Busy: 51%

The non-attendees were also asked if they felt that local festivals added to the
quality of life in the area:

20% responded that they agreed strongly with that statement, 69% said they
agreed with it, less than 2% disagreed, less than 1% disagreed strongly.

The strategic approach will be driven by the following market development and
product development aims:
• To create a coherent identity by producing and distributing a unified
brochure that acts as a one stop promotional tool for all the events.
• To use the brochure to emphasize the councils own “house style” in a way
that can be sustained across other printed material such as posters to
reinforce the idea of single themed identity.
• To better penetrate the market by creating regular cultural mail outs to
B&B’s in order to target visitors actually staying in South Norfolk.
• To maximise the use of other existing promotional channels such as the
Link magazine, this goes to every household.
• To improve web based marketing methods by developing enhanced
content to promote concerts and events online.

Success will be dependent on ensuring the most appropriate marketing media is

used to communicate the offer. A marketing tactics and action plan will be
developed with support from the Communications Team once the final artistic
programme is agreed (Appendix 3)

24
We currently use a mixture of segmented marketing, for programmes such as
Children’s Outdoor Theatre, which is distributed via schools/playgroups, and
undifferentiated marketing via the Link in order to enable us to encourage an
increase in general cultural participation.

In addition to profiling the Festival in the 2009 Discover South Norfolk visitors
guide, we plan to send a calendar of events to every household, effectively
offering 'somewhere to go and something to do', a key message in terms of
stated public need.

It is proposed that targeted distribution of the main Festival programme will be

achieved via the ‘Arts Round-up’ service offered by Creative Arts East into
supermarkets, theatres, leisure centres and Tourist Information Centres. But in
order to rationalise the production of large amounts of leaflets, posters and
adverts in the local press, we will need to make some decisions regarding further
targeting customers and consider whether to use more precisely directed
messages and methods that target niche groups with specialist interest.

The key challenge will be to coherently promote a wide variety of different

activities, aimed at divergent audiences, in different locations, across a very
broad timescale, some under the auspices of other more local events, but all
under the over arching banner of South Norfolk Festival of the Arts. Sourcing
and agreeing marketing content from a multiplicity of partners could also be
problematic, particularly as the brochure production schedule may not
necessarily suit community partners.

In order to meet the corporate commitment of offering people the services they
value most it is important to consider the following market research findings:

The Arts Debate - In October 2006 Arts Council England undertook a piece of
qualitative research into the arts, gathering the views of over 1,500 individuals
and organisations. 14

The findings illustrate that around 77% of the population engage with the arts at
least once a year, but the number of people who attend regularly across a broad
range of arts events is actually very small. There are people from all parts of
society who feel a strong sense of exclusion or who simply do not want to take
up the opportunities that are currently available. Although lack of money or
difficulty in finding or getting to the arts can be reasons for not engaging, in the
main barriers appear to be psychological rather than physical. Some feel that the
arts are just not for people like them. They believe they wouldn’t fit in at an arts
event and might be looked down on by other members of the audience.

14
www.artscouncil.org.uk/artsdebate

25
However results of the Norfolk Citizen Panel indicate that South Norfolk has a
higher than average attendance at/participation in the following
• Going to see theatre/dance/drama
• Going to a visual art exhibition/event
• Playing music or going to a music workshop
In terms of future interest, given a wide range of cultural activities, the most
popular choice sited by 22% of current non-participants was ‘Attendance at the
Arts’. 15

Audience Segmentation - Arts Council England has recently developed a new

arts-based segmentation of adults comprising 13 distinct groups. 16 The
segmentation provides some insight into how and why different kinds of people
engage with the arts. It can also be used as intelligence for developing targeted
engagement and communication strategies to build new audiences for the arts.

Analysis of the patterns of arts engagement and attitudes towards the arts
among English adults (aged 16 and over) has been based on DCMS data from
Taking Part, a large-scale national survey of cultural participation 17

Of the thirteen categories for development the target groups most closely aligned
to existing local market data are cited below
• Fun, fashion and friends 18%
• Mature explorers11%
• Dinner and a show 20%
• Family and community focused 11%

Future marketing messages must also consider incorporating transport

information where appropriate, as NI75 commits the council to identifying options
for public transport, walking and cycling.

15
source www.norfolkcitizenspanel.org 2005
16
www.artscouncil.org.uk/audienceinsight
17
www.culture.gov.uk

26
Fundraising Plan
A budget of £60,000 was initially approved by Cabinet for this project. However,
in order to reduce the 2008/9 projected corporate budget deficit, a saving of
£30,000 has been offered from this reserve.

Further funding will be necessary to deliver beyond 2009 and a growth bid to
secure these essential funds was submitted to Cabinet in October 09.

In addition to seeking a commitment to continuing resourcing the Festival within

the baseline budget, we need to adopt a fresh approach to fundraising. This will
entail an emphasis on creating an offer that appeals to the corporate sector and
can be packaged at a range of levels to encourage business buy-in.

To facilitate this we will need to develop a festival identity/brand, nurture

stakeholder relationships and secure a media partner.

Sponsorship
The target is to achieve £25 of sponsorship income per £100 of SNC funding,
totalling £7,500 in 2009.

In return for sponsorship it is envisaged that we would offer all, or some of the
benefits detailed below. Sponsorship benefits will depend on the scale of the
event being sponsored and the value of sponsorship.

• Sponsors logo will feature on all event publicity and in the main
programme.
• Logo on festival website and link to sponsor’s website.
• Exposure on relevant media releases to both local and national press.
• Logo on relevant print advertisements.
• Logo on event tickets.
• Exclusive business marketing opportunity at event venue (banners, cars
etc)
• Complimentary tickets to sponsored event and invitation to V.I.P. launch at
Dunston Hall
• Opportunity to host a reception before event.

Partnership
In order to boost the allocated budget we will need to identify funding
opportunities and develop events in collaboration with other arts providers.

As detailed in the artistic programme this is likely to include;

Orchestra’s Live - bringing an orchestra of significant international renown to
South Norfolk.
Diocese of Norwich – working to further develop Art Alive.
Sainsbury Centre for Visual Arts - performance of Bacon linked to their collection.

27
Funding
We have already contributed to a Grants for the Arts bid for Take Flight and also
supported SNYA members in their various applications to resource Long Stratton
Out Loud.

The potential to submit a further bid to Grants for the Arts and Screen East for
the Whitlingham Chillax will to be explored. This will need to align to Arts Council
priorities and current national policy direction.

An additional project that may link to ACE Outdoor Arts Development Plan is to
initiate a series of installations on roundabouts working with Commissions East,
the visual arts development agency 18 and linked to Contemporary Art Norwich,
the international contemporary visual art biennale. 19

The aim would be to create more interesting gateway entry points into South
Norfolk by introducing some land art designs.

This approach would align to Section 4.3 of the South Norfolk Public Art Strategy,
which identifies opportunities for Artists & the Landscape. It would also contribute
to the cultural tourism product, helping to create a distinctive boundary and
establishing an individual identity for the district rooted strongly in traditional ties
to the landscape.

However, this is dependent on the continued availability of internal resources for

public art. A number of budgetary uncertainties have prevented the progression
of this component.

Earned Income
An area of fundraising seldom capitalised is that of earned income. Although we
make a nominal charge for some of the activities offered, the majority are free to
attend with the aim of encouraging participation and ensuring accessibility.

Whilst it would be inappropriate for the council to make a profit from its cultural
provision, there is certainly an opportunity to instigate a cost recovery policy to
generate a level of income that will ensure future sustainability.

Recent public consultation undertaken as part of the Diss Corn Hall

refurbishment plan suggests that only 28% of residents would be prepared to pay
over £10 for classical concerts and 40% would pay over £10 for popular music or
visiting theatre companies. Interestingly 50% would pay over £10 to see dance
or ballet. 20

18
www.commisssionseast.org.uk
19
www.contemporaryartnorwich.co.uk
20
Diss Corn Hall Business Plan – consultation April 2008

28
Ticket prices will therefore be informed by local consultation, comparative costs
elsewhere, but mindful of the need to offer Leisure Passport concessions in line
with the Council’s anti-poverty agenda.

There will also be a focus on increasing secondary spend as follows:

• Charging for augmented event offers such as face painting
• Introduction of a pitch fee or % of takings from caterers and ice-cream
vans
• Identifying a complimentary range of items for sale at events

Funding for Community Groups

It is imperative to ensure further additional funding is available for community
groups wishing to instigate arts activities.

The Neighbourhood Fund aims to support small-scale projects that will improve
the quality of life in local communities and make a real difference to the
neighbourhood. Grants of up to £2000 are available for activities that meet the
aims of the corporate plan or sustainable community strategy.

An opportunity exists to promote the Neighbourhood Fund to local groups

planning an arts event linked to the Festival, as yet no funding has been awarded
for these activities.

It is proposed that key elected portfolio holders consider adding further criteria to
the existing grant scheme to assist with the decision making process and ensure
that funding is available for new/innovative or additional arts activity and existing
events.

29
Resources Plan

Human Resources
The success of this new approach to planning, marketing and delivering cultural
activity will be dependent not only on securing sufficient financial resources, but
also the allocation of increased working hours for existing staff and support for an
officer post with a specific remit to develop the arts and heritage offer.

Below is an overview of the roles and responsibilities of key team members:

Service Manager for Tourism, Heritage, Enterprise & Culture – is responsible for
developing the cultural product to positively impact on the South Norfolk
economy. This involves promoting an integrated internal/external offer to move
towards destination status, ensuring equity of provision and high quality in terms
of service delivery. The role also includes managing the strategic direction and
development of the Arts in South Norfolk to increase participation and maximize
return on key partnership investment.

Arts & Heritage Development Officer – this new post has a key responsibility to
develop plans for the Festival of the Arts; working with existing partners and
community festivals to devise an ambitious programme that will have widespread
appeal. Also to develop initiatives linked to the four thematic strands of the
public arts strategy.

Tourism Officer – is responsible for developing the tourism offer and maximising
the economic impact by marketing South Norfolk as a destination at a local,
regional, national and international level. A new responsibility is to contribute to
the plans for Festival of the Arts by devising innovative marketing campaigns to
boost cultural tourism in the district, increase length of visitor stay and spend per
head.

Events Co-ordinator - co-ordinates and manages the delivery of a range of

events within the THEC portfolio, is responsible for planning effective local
marketing campaigns, profiling events in appropriate locations and formats to
ensure maximum participation. The Festival of the Arts will entail working with
communities to help plan events at a local level and the development of an
events toolkit to further support volunteers.

Active Citizenship Co-ordinator – works to encourage young people to participate

in positive activity and to ensure they have a voice in local democracy. Future
responsibilities will include working to develop cultural events linked to the
Festival of Arts with and for young people.

Economic Development Officer – will be responsible for developing strong links

with local businesses and helping to secure sponsorship to ensure the future
sustainability of the Festival of the Arts.

30
The Tourist Information Centre staff - will be responsible for ensuring that the
Festival of the Arts is actively promoted at all points of enquiry and that accurate
data is collated to evidence increased footfall and bed nights.

Wider THEC team – event delivery support will be provided by the Countryside
Rangers, Holiday Activity Co-ordinator and Sports Development Officer as
required.

Communications Team – will assist with the development of branding and

marketing tactics. They will also ensure a professional approach to PR and
media.

Elected Members - a cross party working group will help ensure support for the
Festival. Councillors will be encouraged to act in advocacy of linked Festival
events, signposting interested community groups to Neighbourhood Funding for
financial support and the Cultural Development team for operational assistance
and event management advice.

The Value of Volunteering

Community volunteers - we will seek to encourage communities to instigate arts
events in their own localities and support volunteers to ensure participation,
ownership and a future legacy. The value of volunteering will contribute 'in kind'
to the delivery costs, whilst also helping to build capacity and skills locally. The
aim being to develop a network of groups, bolstering the existing Festival
network.

Through the Festival Network a total of 175 volunteers were involved in planning,
organising and running South Norfolk Festivals in 2008. Between them they
worked a total of 24,941 hours as unpaid volunteers. Much of that time will have
been spent planning and fundraising for the Festivals. The European Social
Fund recommends that in calculating the value of volunteering time the following
rates should be used 21 .

Role Notional full-time Theoretical hourly salary rate

Project manager £29,000 £16.76
Project co-ordinator £23,000 £13.13
Project researcher £23,000 £13.13
Project administrator £16,300 £9.38

If the time is calculated at Project Administrator hourly rate of £9.38 the value of
that time would be £233,946.

21
www.esf.gov.uk

31
Equipment
Mobile Bandstand - Specific funding for the design and construction of a mobile
staging unit was secured from Arts Council England for the Southern Broads
Cultural Regeneration Initiative (Feb 2002 – Feb 2005) This facility is now
available to all South Norfolk communities and a tiered charging system is in
place as detailed below;
• If the event is free to attend and acts to encourage community celebration,
making arts-based cultural activity accessible to the widest audience this
facility can be made available free of charge.
• If the event charges an admission fee and the entertainment is subsidiary,
but nevertheless community focused, then we pass on only the delivery
charges incurred by the sub-contractor and a modest £80 fee towards
maintenance, storage and insurance.
• If the event is geared towards profit or commercial in nature then we
charge a hire rate to help subsidise the community usage detailed above.

AREA DIMENSIONS
Total Height 3.51 metres
Total Length 7.48 metres
Deck Area 29.20 sq metres
Height – stage to canopy 2.00 metres
Trailer Width 2.42 metres
Weight 2.00 tonnes
Maximum Capacity:
With basic percussion. 26
Without instruments 40
Lighting 4 x 300 watt
It is anticipated that the bandstand will be used to host events in locations that do
not possess suitable facilities, replicating previously successful initiatives such as
Waterside Weekends, which featured a musical programme at key sites along
the River Yare & Waveney.

The Council also has a range of equipment available for loan by community
groups such as walkie-talkies, hi-vis vests, pop up tents and ground sheets.

32
 Timescale & Process
Contact Parish Councils and Parochial Church Councils, inviting them to host an
event, detailing the support and advice on offer from SNC – October 08.

Heritage venues to host arts events identified and artistic content developed –
November 08.

All key components of the artistic programme agreed by end December 08

Festival Working Group to agree the final Business Plan – strategic context,
artistic aims, sponsorship benefits, partnership links, community involvement,
marketing plan, resources and budget – 7th January 08.

Business Plan submitted to Tourism, Heritage, Enterprise & Culture Over Sub
Committee for approval - 19th January 08.

Business Plan submitted to Cabinet for sign off – 23rd February 08.

Festival programme designed printed and distributed by end March 09.

Ring-fence funding for communities to assist with programming and marketing

costs; it is proposed this is achieved via the existing Neighbourhood Forum grant
system.

Consideration also needs to be given to an exit strategy in order to ensure future

sustainability/legacy.

Financial Plan
The net cost to South Norfolk, should all components of this proposal be
endorsed, is £46,555.

Total Event Box Office Secondary Partners Sponsorship/ Net Cost to

Expenditure Income Spend Contributions Funding SNC
£94,610 £22,146 £775 £2,870 £22,264 £46,555

This liability is likely to further reduce as additional sponsorship is secured.

However, delivery of the programme will necessitate using the existing service
budget to supplement the reduced Festival allocation of £30,000.

A budget projection of likely expenditure/income for key components is included

(Appendix 1) detailing all operational cost estimates.

33
Appendices
Budget – Appendix 1

Risk Assessment – Appendix 2

Marketing Tactics and Action Plan – Appendix 3

34
35
EXPENDITURE
Equip
Artistic Accommodation Hire/
Event Fees /Travel Marketing Materials Other Licensing Totals
Orchestral Concert £9,650.00 £406.00 £2,250.00 £350.00 £21.00 £12,677.00
Art Alive £2,500.00 £2,500.00
Storytelling at River
Centre £200.00 £21.00 £221.00
Pleasure Gardens £3,030.00 £220.00 £146.00 £200.00 £21.00 £3,617.00
Midsummer Chillax £11,570.00 £960.00 £146.00 £450.00 £21.00 £13,147.00
Insects Galore £1,200.00 £100.00 £70.00 £21.00 £1,391.00
Long Stratton Out
Loud £17,000.00 £17,000.00
Abraham Lincoln
Bicentenary £1,154.00 £40.00 £200.00 £400.00 £210.00 £2,004.00
Outdoor Theatre £3,705.00 £0.00 £510.00 £540.00 £440.00 £147.00 £5,342.00
Roman Day £550.00 £230.00 £146.00 £150.00 £200.00 £1,276.00
Gumboot Steam Up £1,800.00 £350.00 £850.00 £300.00 £21.00 £3,321.00
Make Do & Mend £2,500.00 £150.00 £146.00 £550.00 £337.00 £21.00 £3,704.00
Take Flight £5,705.00 £625.00 £6,330.00
Fleeting Flames £2,650.00 £50.00 £146.00 £900.00 £21.00 £3,767.00
Garden Opera £5,700.00 £515.00 £1,500.00 £21.00 £7,736.00
Pluck - Musical
Arson £1,250.00 £146.00 £750.00 £21.00 £2,167.00
Bacon at SCVA £800.00 £50.00 £73.00 £750.00 £500.00 £2,173.00
Festival Programme £6,237.00 £6,237.00
Total £70,964.00 £2,775.00 £8,817.00 £9,290.00 £2,407.00 £357.00 £94,610.00

36
INCOME
Secondary Partners Partners Sponsorship/
Event SNC spend in kind Own Box Office Funding Totals
Orchestral Concert £2,533.00 £1,250.00 £3,760.00 £5,134.00 £12,677.00
Art Alive £2,500.00 £2,500.00
Storytelling £221.00 £221.00
Pleasure Gardens £2,967.00 £650.00 £3,617.00
Midsummer Chillax £13,047.00 £100.00 £13,147.00
Insects Galore £1,051.00 £60.00 £280.00 £1,391.00
Long Stratton Out
Loud £5,000.00 £12,000.00 £17,000.00
Abraham Lincoln
Bicentenary £1,394.00 £210.00 £400.00 £2,004.00
Outdoor Theatre £4,452.00 £390.00 £500.00 £5,342.00
Roman Day £751.00 £25.00 £200.00 £300.00 £1,276.00
Mend & Make Do £2,467.00 £100.00 £337.00 £800.00 £3,704.00
NCC
Take Flight £2,500.00 transport £3,830.00 £6,330.00
Gumboot Steam Up £2,301.00 £300.00 £720.00 £3,321.00
Fleeting Flames £2,367.00 £1,400.00 £3,767.00
Garden Opera £100.00 £6,836.00 £800.00 £7,736.00
Pluck - Musical
Arson £917.00 £1,250.00 £2,167.00
Bacon at SCVA £850.00 £73.00 £750.00 £1,673.00
Festival Programme £6,237.00 £500.00 £6,737.00
Totals £46,555.00 £775.00 £2,870.00 £0.00 £22,146.00 £22,264.00 £94,610.00

37
RISK ASSESMENT

What Might Happen Last Reported Incident

Failure to attract sufficient Arts Council disinvestments in Date Target 6 12
internal/external funding or instability of Creative Arts East Dec 07 Current
partnerships organisations may result in a
diminished artistic programme.
Likelihood L Rating Existing Control to reduce Actions to further reduce
likelihood likelihood
Funding streams are subject 3 Project proposals are fully Focused and targeted Date L1 Person
to changes in priorities and developed and costed to approach to making Complete by Responsible
are often time finite. take full advantage of applications to reduce
opportunities. likelihood of failure and May 09 Heidi
effectively use available staff Bellamy
resource.
Arts Council funding decisions Active partner working to Develop closer working May 09 Heidi
are based on revised access the maximum relationship with N&N Bellamy
priorities, which may funding availability. Festival who have received a
adversely affect the amount of significant uplift in ACE
matched funding secured. funding.
The grants reserve for cultural All key partners have been A PID to be submitted to Date L2 Person
partnerships may not alerted to a potential secure further funding for the Complete by Responsible
automatically received a reduction or withdrawal of Festival of the Arts. October 08 Chris
revenue uplift in 09/10 funding in 09/10 Negotiations to re-instate key Cook/Heidi
partner funding underway. Bellamy
Consequence C Existing Contingency Plan Actions to further reduce
Rating consequence
Insufficient funding available 2 If funding applications are Development of Investment Date C1 Person
could cause components of unsuccessful, then Agreements with key cultural Complete by Responsible
the programme to fail and consideration would be partners, based on robust April 09 Heidi
partnerships to falter. given to scaling back in the business planning and clearly Bellamy
Adverse PR generated. first instance. defined outcomes.

38
What Might Happen
Children, young people or the general
public sustaining injury whilst participating
in an activity or attending an event.
Likelihood
In normal planning for events
all possible checks and
balances are implemented to
decrease likelihood to
minimum possible.
Consequence
Children in contact with
substances that cause a
reaction, or exposed to
abuse/harassment at an event.
Or member of the public
sustaining injury whilst
attending an LCC event
Last Reported Incident
None Target 8 8
Current
L Rating Existing Control to reduce Actions to further reduce
likelihood likelihood
2 All those working with Introduction of an incident Date L1 Person
children and young people form to enable more formal Complete by Responsible
are CRB checked every 3 reporting of minor incidents April 09
years and a minimum of 2 and to ensure appropriate Sonia Bright
tutors present at all times. follow up action is taken.
Child protection policy in Ongoing Heidi
place and staff trained Bellamy
1st Aider and kit available at Services of St John’s Date L2 Person
all venues and events. Ambulance to be secured for Complete by Responsible
First Aid kit to contain any event with an anticipated May 09 Sonia Bright
hypo-allergenic plasters audience in excess of 499
An operational risk Ongoing Sonia Bright
assessment is carried out Heidi
prior to every event Bellamy
C Existing Contingency Plan Actions to further reduce
Rating consequence
4 Thorough pre-event Further formal training for Date C1 Person
planning procedures to new team members. Complete by Laura
ensure a safe operational April 09 Woollacott
environment for staff/sub
contractors and delivery
risks individually assessed
for each event. Adequate
PL insurance in place
should legal action ensue.
39
What Might Happen Last Reported Incident
Failure to create a coherent brand for a None Date Target 4 4
variety of diverse activities. Current

Likelihood L Existing Control to reduce Actions to further reduce

Rating likelihood likelihood
This is unlikely; however the 2 The Communications Development of a marketing Date L1 Person
Festival programme will take Team have developed a plan that will include a Complete by Responsible
place in different locations, strong in-house brand variety of methods to ensure Comms
across a very broad image. market penetration. May 09 Team/
timescale, some under the Colette
auspices of other more local Davies/Sonia
events. Bright
Community partners failure to The events database can Improvements to the ‘What’s May 09 Debbie
meet publication deadlines as be used to host additional On’ database making it more Storey
long lead in times activities that do not meet readily identifiable on the
publication deadlines. SNC site
Consequence C Existing Contingency Plan Actions to further reduce
Rating consequence
This could result in a 2 Box office projections have Sales will regularly be Date C1 Person
diminished box office return been based on realistic reviewed and additional Complete by Responsible
and diluted impact of the returns. marketing interventions Sept 09 Comms Team
Festival. actioned where necessary. Heidi Bellamy

40
What Might Happen Last Reported Incident
The artistic quality and event N/A Date Target 3 3
management standards of community Current
activities could vary.
Likelihood L Existing Control to reduce Actions to further reduce
Rating likelihood likelihood
Community groups may not 1 Close liaison with key Further criteria to assist the Date L1 Person
aspire to a level of artistic community partners to decision making process and Complete by Responsible
programming consistent with advise on artistic content. ensure that we fund Comms
the strategic aims of the innovative artistic activity May 09 Team/
rather than existing events. Colette
Davies/Sonia
Bright
A comprehensive event A downloadable toolkit to Jan 09 Sonia
management training assist with event Bright/Laura
programme for Festival management will be Woollacott
Network members available to all communities
Consequence C Existing Contingency Plan Actions to further reduce
Rating consequence
This could result in a 3 Box office projections have Sales will regularly be Date C1 Person
diminished box office return been based on realistic reviewed and additional Complete by Responsible
and diluted impact of the returns. marketing interventions Sept 09 Comms Team
Festival. actioned where necessary. Heidi Bellamy

41
Marketing Tactics and Action Plan

Item Tactic Substantiation Expected Budget Responsibility/ Timing

No Outcome Actions

Action plan to be developed once artistic programme has been agreed. It will feature tactics to raise awareness, generate interest,
stimulate desire, inform, call to action with details of the communications tools. Clear targets around expected outcome will also be
developed. This approach will be informed by using Ansoff’s matrix below

Current Offerings New Offerings

Current 1. Market penetration 3. Offering development

Markets strategy strategy

New 2. Market development 4. Diversification

Markets strategy strategy

42
43