1

Increase Opportunity Celebrate

Enhance Identity

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Contents Page

ExecutiveSummary 2

Infographics 3

Map 4

WhyhaveaCultureandHeritageStrategy?5

AboutReading 6

Ourachievements&currentposition 9

ReadingYearofCulture 12

ReadingCulturalVision 13

Approach 13Strategicposition 13

StrategicPriorities 16

Delivery 18

ExecutiveSummary

ThisstrategyhasbeenproducedbyReading’sCulturalPartnership.TheCulturalPartnershipwasestablishedin2010asastrategicdeliverynetworkwithstakeholdersfromacrosssectorstosupportthedeliveryoftheCultureandHeritageStrategyforReading.

ItisexpectedthatthisstrategywillbereviewedbytheCulturalPartnershipatleastonceayearwithareportproducedonprogressagainsttheagreedactionsandtheoutcomesachieved.

Theproposedperiodofthestrategyis2015–2030withareviewin2020.InitiallyathreeyeardeliveryplanwillbedevelopedbytheCulturalPartnership.

ThisCulturalandHeritageStrategydocumentisalsoavailableontheCulturalPartnershipwebsite.

http://www.readingarts.com/artsdevelopment/

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ExecutiveSummary

Contents

ReadingistwinnedwithSpeightstown,Barbados,Clonmel,Ireland,

SanfranciscoLibre,NicaraguaandDüsseldorfaGerman

CulturalCentre

161,000 people live in Reading

4 5

RISC

7

THERISING SUN

ARTS CENTRE

6

SOUTHSTREET

3

HEXAGON

1

MERL

12

BROCKKEEP

21

READINGMUSEUM &

TOWN HALL

2

CHRIST-CHURCH

MEADOWS

17

COLEMUSEUM OFZOOLOGY

10

PROGRESSTHEATRE

11

JELLY

5

ABBEYQUARTER

4

RIVERMEAD

16

PURPLETURTLE

8

OAKFORDSOCIALCLUB

22

READINGCOLLEGE

9

SUB 89

23

THEBOWERYDISTRICT

24FACE BAR

20

CAVERSHAMCOURT

GARDENS

19

READIPOP

18

READINGFESTIVAL

SITE

15

13

14

UNIVERSITY

25

26

SOUTH READINGYOUTH &

COMMUNITYCENTRE

RABSONSRECREATIONGROUND27

1. TheHexagon2. ReadingMuseum andTownHall3. SouthStreet4. AbbeyQuarter5. Jelly6. TheRisingSun ArtsCentre7. RISC

8. PurpleTurtle9. ReadingCollege10.ColeMuseumof Zoology11.ProgressTheatre12.MERL13.BerkshireRecord Office14.YeomanryHouse

15.ReadingFestivalSite16.Rivermead17.Christchurch Gardens18.Readipop19.CavershamCourt Gardens20.FaceBar21.BrockKeep

22.OakfordSocialClub23.Sub8924.TheBoweryDistrict25.University26.SouthReadingYouth &CommunityCentre27.RabsonsRecreation Ground

Reading’sCulturalandHeritageStrategywillidentifytheCulturalPartnershipandpartners’prioritiesandobjectivesforcultureandheritage.RefreshingthestrategyforReadingwillgiveasenseoffocusanddirectionforthesectoroverthemediumterm.

BenefitsofaStrategyTherearemanypotentialbenefitsofdevelopingastrategy.ALocalGovernmentAssociation(LGA)paper,March2013,reportsthattheartsprovidenearly1millionjobsand67,000culturalbusinessescontribute£28billioneveryyeartotheUKeconomy.Tourismcontributes£115billiontotheEnglisheconomyandaswellasattractingvisitorstoplaces,theartsencouragevisitorstostaylongerandspendmore.Businesseschoosetoinvestinplaceswithavibrantartsofferbecausetheyoffertheiremployeesahighqualityoflife.Artsandculturecreateasenseofplaceanditcanhelpemployeesorfamiliesstayinthearea.

It’simportantthatstrategicplanninganddecisionsaremadeagainstabackdropofanagreedvisionandworkablepolicyframework,devisedbyallpotentialpartnersandstakeholderslocallyandthisisthepurposeofthecultureandheritagestrategy.

CultureandHeritageinReadingareintegraltothetown’ssuccessasaplacethatwelcomesandexcitespeopletolive,workandvisit.

OverthefifteenyearsofthisStrategyCultureandHeritageneedstostrengthenanddiversifytoalignwithourgrowth,ambitionandtosecureinvestment.ThiswillenableReadingtobealeadingculturaldestinationnationallyandinternationally.

ThisStrategyisbeingdevelopedinparallelwiththeYearofCultureforReadingin2016andoutlineshowthiscanbeachievedinpartnershipwithkeyorganisationsandagencies.Partnersinthearts,voluntary,publicandprivatesectorsareessentialtothedeliveryofthisambitiousStrategy.ThesepartnersarerecognisedwithintheDeliveryPlanandhavebeenidentifiedthroughconsultation.

ThisCultureandHeritageStrategyrespondstoanevolvingandgrowingsectorandthedevelopmentofthetownoverfifteenyearsthatwillenableReadingtocapitaliseonitsculturaloffer.TheStrategywillcontributetowardstheYearofCulturein2016.InitiallyathreeyeardeliveryplanwillbedevelopedbytheCulturalPartnership.

WhattheCultureandHeritageStrategywilldoReading’sCulturalStrategyfocusesonthoseissuesandopportunitiesaroundwhichallofthoseinvolvedinculturalprovision,ofwhateverkind,cancometogethertomakeeffectivedecisionsaboutitsfuture.TheStrategy’sprioritiesandaimsseektoensurethatcultureplaysafullroleinmakingReadingavibrant,tolerantandenjoyableplacetolive,workorvisit.

WhyhaveaCultureandHeritageStrategy?

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AboutReading

ReadingisavibranteconomicallysuccessfultownattheheartoftheThamesValley.Witharesidentpopulationofapproximately161,000andasthecapitalofthesub-region,thetowndirectlyservesalargerimmediatecatchmentofover250,000anddrawsinworkersandvisitorsalikefromawiderarea.Thetownhasanestablishedreputationasabusinesshubwithparticularstrengthsininformationtechnologyandbusinessservices.Itisalsoarecognisedmajorretaildestination.Currentlevelsofinvestmentinthetownarehighandthepopulationthetownservescontinuestogrow.

Readingisauniversitytownwhichbringsbenefitssuchasaculturallydiversepopulation;askilledworkforce;Nationallyrecognisedcollectionsandmuseums,studentswhovolunteerintheartssectorandhelpoutatschools,highqualityfreepubliclectures.TheUniversityofReadingisranked156thintheworldand25thoutofUKinstitutions(QSWorldUniversityRankingsSept2015)andcontributestothetown’sinternationalstanding.

Ourpopulationhasgrownby9%overthelast10yearsandReadingisanincreasinglydiverseplace.ReadingisavibrantmulticulturaltownmadeupofmanycommunitiesandisthesecondmostethnicallydiverseintheSouthEast.

Readinghasahighproportionofchildrenandyoungpeopleaged0to18,representing20.3%ofitstotalpopulationcomparedtothepercentagesfortheSouthEastandGreatBritain.49.4%oftheschoolpopulationbelongstoanethnicgroupotherthanWhiteBritishcomparedto25%inEnglandoverall.Anincreasingproportionisbilingualwith30%ofpupilsspeakingEnglishasanadditionallanguage,with150firstlanguagesinthearea.

Thereareagrowingnumberofolderpeoplelivingintheborough.The2011Censusshowedan8%increaseinthenumberofresidentsinthe65-74agegroupcomparedwithfiguresforthepreviousdecade,althoughtherewasaslightdecreaseinthenumberofresidentsaged75+.

Readinghasaworld-classeconomyandoneofthemosthighlyskilledlabourmarketsintheworld.Reading’srelativelystrongeconomicpositionandvibranttowncentremeansthetownremainsanattractiveplacetolive.ReadingisrankedastheUK’stopplacetoliveandworkinthePwC/DemosGoodGrowthforCitiesIndex2014.

OurCultureandHeritageReadinghasawellestablishedreputationforitsculturaloffer:ithasseveralmulti-artformvenues,including:

TheHexagonwhichprovidesaprogrammeofeventsincludingtheatre,comedy,classicalmusic,pop&rock,danceandanacclaimedfamilypantomime.ThelargescalevenueactsasahubfortheThamesValley,pullingaudiencesinfromaroundBerkshireandthelargerregion.Thevenueiswellusedbyschoolsandcommunitygroupsandforitsprofessionaltouringwork.

ReadingConcertHall,locatedatTownHall,isagradetwolistedVictorianconcerthall,boastinga150yearoldFatherWillisOrgan.Itregularlyhostsacclaimedclassical,folkmusicandcomedy.

SouthStreetArtsCentreisanintimatevenuewithanationalreputationforitsinnovativeprogrammeoftheatre,music,liveliterature

andcomedy.Italsoprogrammesastrandofoff-siteworkunderthebannerSITELINESgarneringacclaimfromaudiencesandnationalpress.

ProgressTheatreisaninnovativeamateurrepertorytheatrewhereKennethBranaghstartedhisactingcareer.

NewlylaunchedReadingStudioisapioneeringpartnershipbetweenReadingRep,andthetown’sfurthereducationprovider,ReadingCollege.TheformationofReadingStudioheraldsthebeginningofanewapproachtoperformingartstrainingintheSouthEastandbeyond.

RisingSunArtsCentreisacommunityledorganisationrunbyvolunteerspresentingaleftfieldprogrammeofparticipatoryactivityandcult/nicheperformancework.Theprogrammeisamixtureoflocalcommunityartistsandtouringwork.

OpenHandOpenSpaceprovidesstudioandgalleryspaceinBrockKeepinWestReading,andorganisesartexhibitionsandeducationactivities.ItalsooffersheritageactivitiesrelatedtothehistoryoftheKeep.

ThetownalsohasanumberofpubsandclubspresentingregularlivemusicandcomedyincludingThePurpleTurtle,Sub89,TheBoweryDistrict,FaceBar,GlobalCaféandOakfordSocialClub.

Artforms&OrganisationsReadinghostsahugenumberofdiverseartandculturalorganisations,fromhighqualityamateurs,innovativesemi-professionalcompaniesandinternationallyacclaimedprofessionalartists.Artformsrepresentedincludetheatre,visualarts,music,literature/spokenwordanddance.

Reading University houses• TheonlyArtscinemainReading(The ReadingFilmTheatre).• TheMinghellaStudiosoncampuswithstate ofthearttheatresandproduction facilities;and• Avibrantstudenttheatrescene

Theindependentartssectorhasgrown

substantiallyinrecentyears,deliveringanumberofhighqualityprogrammesincludingprofessionalproductions,events,festivalsandexhibitions.Therehasbeenanincreasingamountofcollaboration,whichhasclearlyenhancedReading’sculturaloffer.

Recentlytheartsforumhasbeenrejuvenatedandtherehavebeenanumberofnetworksestablishedaroundspecificartformstodevelopastrongfocusonnewprogrammeactivity,deliveredjointlywhereappropriate,sharingresourcesandlearning.ThesenetworkswillfeedintotheArtsForumtocreateabettercommunityledapproach.

ReadingCANisaCultureandArtsnetworkfacilitatedbyReadipopandJellyandsupportedbyArtsworkastheArtsCouncilBridgeorganisationfortheSouthEast.Thepurposeofthenetworkistobringartists,artsandculturalorganisationstogethertocoordinateandimproveReading’sculturalofferforchildrenandyoungpeople.Thishasincludednetworkingeventsforteachersandartists,artsawardtrainingforartists,opportunitiesforchildren&youngpeopletoachieveArtsAward.

HeritageTheHeritageIndex,compiledbytheRoyalSocietyfortheencouragementofArts,ManufacturesandCommerce,incollaborationwithHeritageLotteryFundin2015foundthatReadingwasinthetop16%overallinEnglandforboththemostheritageassets,suchasmonumentsandmuseums,andhowactivelyresidentsandvisitorsareinvolvedwiththislocalheritage.

Readingisanancienttownwithover1000yearsofhistory.Thishascreatedaheritageoflocal,nationaland,forReadingAbbey,Europeanandwiderinternationalsignificance.Theboroughcontainsover1200recordedarchaeologicalsites,800historiclistedbuildingsandninemuseumandarchivecollections.ThesemuseumsincludeReadingmuseumwhichdisplaysartefactsfromReading’shistory,thedelightfulBiscuitTinGallery,thenationallyimportantSilchesterGalleryandBritain’svery

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owncopyoftheBayeuxTapestry.ThecomposerGustavHolsttaughtattheuniversity,andWilfredOwenstudiedhere–asdidahostofotherleadingcontributorstocultureandheritage,includingArtistTerryFrost.

ReadingUniversityisalsohometoTheBeckettCollection,whichistheworld’slargestcollectionofresourcesrelatingtoSamuelBeckett(1906-1989).IthasbeenrecognisedasbeingofnationalandinternationalimportancebytheMuseums,LibrariesandArchivesCouncil.

TheColeMuseumofZoologyisbasedattheUniversityofReadinganddisplays400ofits3500speciesatanyonetime,whiletheUreMuseum(alsoattheUniversity)holdsthelargestcollectionofGreekpotteryintheUK.TheMuseumofEnglishRuralLifeisthemostcomprehensivenationalcollectionrelatingtothehistoryoffood,farmingandthecountryside.ItscollectionshaveDesignatedstatusensuringtheirimportanceisrecognisednationally.

EventsReadingplayshosttohundredsofcommunityeventsandfestivalsonanannualbasis;engaginghundredsofthousandsofpeoplefromacrosstheReadingBoroughandbeyond.ActivitiesandEventsincludefestivalscelebratingarts,music&leisure,communityfundays&fetes,charity&fundraisingactivityandoutdoortheatres,performancesandcinemaprogrammes.

ThebiggestandmostfamoustowneventistheReadingFestival,runningsince1971.ThesecondlargestUKmusicfestival-itattracts90,000fanseveryyear,towatchheadlineactsfromaroundtheworld.

FreeuniversitypubliclecturesshowcasesomeoftheresearchtopicsthatarecarriedoutattheUniversity.Thelecturesaregivenbyresearcherseminentintheirfieldbutinamannerthatiseasilyunderstoodbyall.Theyofferauniqueopportunitytolearnsomethingoftheresearch,teachingandpeoplethatmaketheUniversityaworld-classinstitute.

58,000peopleattendUniversitypubliclecturesandvisittheuniversity’smuseumseveryyear.TheUniversityofReadingartfinaldegreeshowisapopularevent;theUniversityalsosponsorstheWhiteknightsStudioTrailandhaveproducedTurnerprizewinningartistsandjudges.

Alloftheseeventsandactivitiescelebratethepeople,places,geographyandhistorythatmakeReadingavibrantandrewardingplacetolive,workandvisit.

InternationalLinksReadingalsohaswellestablishedtwinninglinkswithDüsseldorf.Asasignificantactofpost-warreconciliation,theoriginofthefriendshipispartofReading’sheritageandhistory.Today,groupsofcitizenssuchaschoirs,orchestras,sportsclubsandschoolsengagetogetherinawiderangeofactivities.TheReadingDüsseldorfAssociationisamemberoftheReadingCulturalPartnership.Düsseldorfisamajorculturalcentre.Itisparticularlynotableforitsmodernartcollections,theDeutscheOperamRheinandClaraSchumannMusicSchool.PastandpresentDüsseldorfresidentsincludeRobertSchumann,JosephBeuys,WimWenders,KraftwerkandDieTotenHosen.

ReadingalsohastwinningswithClonmel(Ireland),Speightstown(Barbados)andSanFranciscoLibre(Nicaragua).EachoftheseLinkshaveTwinningAssociationshereinReadingwhobothorganise,andengagewith,culturalandcommunityeventsinthetown.

Everyyear,over4,000internationalstudentsfrom145countriesmakeReadingtheirhome.

LocalPartnershipsExistingandproposedpartnershipsarebeneficiale.g.partnershipbetweenReadingMuseumandtheUniversityhasledtoover£400kofArtsCouncilprojectfundinginthelast2years.

Ourachievementsandcurrentposition

WherearewenowReadingpublisheditsfirstculturalstrategyin2002andthesecondstrategyin2009.Thefirststrategyprovidedanambitiousplanforinnovationanddevelopment.Manyoftheaspirationshavebeenprogressedthroughthesestrategies.

AchievementsAsummaryofachievementsandwherethereisstillworktodoagainsttheobjectivesincludedinthepreviousCulturalStrategy‘ALifeWorthLiving–thenextChapter–Reading’sCulturalStrategy’2009-12,whichwasextendedto2013ispresentedinaseriesofimagesoverleaf.

Reading’s Culture and Heritage Strategy 2015-2030 DRAFT version 1

Glossary

Insert

14

RISC

7

THERISING SUN

ARTS CENTRE

6

SOUTHSTREET

3

HEXAGON

1

MERL

12

BROCKKEEP

21

READINGMUSEUM &

TOWN HALL

2

CHRIST-CHURCH

MEADOWS

17

COLEMUSEUM OFZOOLOGY

10

PROGRESSTHEATRE

11

JELLY

5

ABBEYQUARTER

4

RIVERMEAD

16

PURPLETURTLE

8

OAKFORDSOCIAL

CLUB

22

READINGCOLLEGE

9

SUB 89

23

THEBOWERYDISTRICT

24

FACE BAR

20

CAVERSHAMCOURT

GARDENS

19

READIPOP

18

READINGFESTIVAL

SITE

15

13

14

1. TheHexagon

2. ReadingMuseum

andTownHall

3. SouthStreet

4. AbbeyQuarter

5. Jelly6. TheRising

Sun

ArtsCentre

7. RISC8. PurpleTur

tle

9. ReadingCollege

10.ColeMuseumof

Zoology11.ProgressT

heatre

12.MERL

13.BerkshireRecord

Office14.Yeomanry

House

15.ReadingFestivalSite

16.Rivermead

17.Christchurch

Gardens

18.Readipop

19.CavershamCourt

Gardens

20.FaceBar

21.BrockKeep

22.OxfordSocialClub

23.Sub8924.TheBower

yDistrict

ACHIEVEMENTS

10 11‘Let Me Ease Your Day’ an art piece touring

Reading, Belfast, Los Angeles, Chicago

ReadingAllSteelPercussionO

rchestra(RASPO)

isnowestablishedasReading

’spremiersteel

orchestraandwelcomesalla

gesandabilities

LegacyofValourexhibitionshortlistedforprestigiousCollectionsTrustNationalAward

Reading’sannualcelebrationofthetown’swaterways

‘WaterFest’hasbeenrunningforover25years

‘LetMeEaseYourDay’anartpiecetouringReading,Belfast,LosAngeles,Chicago

Children’sFestivalcelebratedits25thyearin2014

OpenforArthassignificantly

increasedthenumber

ofartsactivitiesinReadingt

owncentre

CavershamFestivalnowexte

ndsover

threedaysinitsfantasticriv

ersidesetting

90,000musicfansvisitReadingeveryAugustBank

HolidayweekendforReadingFestival

Fundinghasbeensecuredforenhancementsand

preparatoryworktoimproveReading’shistoric

AbbeyQuarter.Regular‘hardhattours’ofthe

AbbeyRuinskeepthepublicinvolvedinReading’s

mostimportanthistorysite

ReadingPridecelebratedits12thyearatKingsMeadow#prideinyou

Over18,000localschoolchildrenayearvisitReadingMuseumtotakepartinworkshops;theBayeuxTapestrysessionisbecomingincreasinglypopularduetothenewNationalCurriculumandTheBritishMuseums‘Teachinghistorywith100objects’onlineresource

Reading’s Culture and Heritage Strategy 2015-2030 DRAFT version 1

Glossary

Insert

14

RISC

7

THERISING SUN

ARTS CENTRE

6

SOUTHSTREET

3

HEXAGON

1

MERL

12

BROCKKEEP

21

READINGMUSEUM &

TOWN HALL

2

CHRIST-CHURCH

MEADOWS

17

COLEMUSEUM OFZOOLOGY

10

PROGRESSTHEATRE

11

JELLY

5

ABBEYQUARTER

4

RIVERMEAD

16

PURPLETURTLE

8

OAKFORDSOCIAL

CLUB

22

READINGCOLLEGE

9

SUB 89

23

THEBOWERYDISTRICT

24

FACE BAR

20

CAVERSHAMCOURT

GARDENS

19

READIPOP

18

READINGFESTIVAL

SITE

15

13

14

1. TheHexagon

2. ReadingMuseum

andTownHall

3. SouthStreet

4. AbbeyQuarter

5. Jelly6. TheRising

Sun

ArtsCentre

7. RISC8. PurpleTur

tle

9. ReadingCollege

10.ColeMuseumof

Zoology11.ProgressT

heatre

12.MERL

13.BerkshireRecord

Office14.Yeomanry

House

15.ReadingFestivalSite

16.Rivermead

17.Christchurch

Gardens

18.Readipop

19.CavershamCourt

Gardens

20.FaceBar

21.BrockKeep

22.OxfordSocialClub

23.Sub8924.TheBower

yDistrict

ACHIEVEMENTS

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ReadingYearofCulture2016 EmergingfromearlyconsultationonthisnewCulture&HeritageStrategyforReadingtherewerestrongmessagesthatthetown’svibrantculturalofferwasnotasvisibleasitmightbe.RecognisingthestrategicsignificanceofthisissuetoReading’scontinuedsuccessandreputationtheLocalStrategicPartnership(LSP)adopted‘CulturalLife’asoneofitspriorityareasforfurtherworkalongsidetheexistingCulturalPartnership.

Theconsultationdiscussionsgeneratedahugeamountofenergy,enthusiasmandcommitment.Whatemergedfromthisenthusiasmandtheacknowledgedneedtoraisetheprofileofculturalactivityinthetownistheconceptofa‘YearofCulture’forReading,ownedanddeliveredbylocalpeopleandorganisationsundertheumbrellaoftheCulturalPartnershipandchampionedbytheLSP(andallitsconstituentorganisations).TohelptakethisforwardajointLSP/CulturalPartnershipworkshoponCulturalLifewasheld,whereinputwasgatheredfordevelopingaproposed“YearofCulture2016”,linkedtotheaspirationsofthedevelopingCultureandHeritageStrategy.

WhatistheYearofCulture?TheYearofCulture2016isseenasameansofshowcasing,enhancing,promotingandincreasingengagementwiththewiderangeofactivities,eventsandnetworksthatexistinthemanyfieldsofartsandheritage,alllinkedtopromotingthewiderattractivenessandprosperityoftheReadingarea.ThiswillultimatelychangeperceptionsofReading,leavingalegacyofcontinuedculturalexcellenceandreputation.

WherearewenowinpreparationfortheYearofCulture?ACulturalLifeWorkingGroup(CLWG)hasbeenestablishedfrommembersoftheLSP,CulturalPartnershipboardandtheArtsCommunity.ThiswillfocusontheintegrateddevelopmentanddeliveryoftheCultureandHeritageStrategyforReadingandayearofCulture2016.ThisgroupisastrongandpurposefulpartnershipcollectivelyowningandchampioningtheYearofCultureandincludestheUniversity,ReadingCollege,ReadingUKCIC(thetown’seconomicdevelopmentcompany),keyartsorganisations,communityrepresentativesandtheCouncil.

ACulturalLifeeventinJanuary2015wasattendedbyover50people,includingmembersoftheLSP,hostedbytheUniversityandorganisedbyReadipop,focusedonfurtherplanninganddevelopmentofproposalsfortheYearofCulture.Significantlyself-organisingthematicgroupsareemergingfromthisinitialmeetingthatwillhelpprovideaframeworkforfurtherengagementanddevelopmentoftheYearofCulture.Theseproposalsandemergingstructuresarebeingtakenforwardbytheworkinggroupanddeliverypartner.

January2016willbemarkedwitha‘GetFitforCulture’themedseriesofactivitiesandeventsthatwillmarkthestartoftheYearofCulture.TheformallaunchisNovember2015.

ReadingCulturalVision ThevisionforReadinghasbeeninformedbycontributionsfrommanyindividuals,organisationsandgroupsandourthanksgotothemfortheirinvaluableinput.

By 2030, Reading will be recognised as a centre of creativity with a reputation for cultural and heritage excellence at a regional, national and international level with increased engagement across the town.

RealisingthevisionwillrequireeveryoneinvolvedintheculturallifeofReadingtoworktogether.

Theaimistoestablishstructuresandnetworksasfoundationsformeaningfulcollaboration,buildingonmuchoftheexcellentworkalreadybeingundertaken.

ApproachCollaborativeworkingacrossorganisationalandsectorboundaries,whereappropriate,isencouraged.A‘cultureofcollaboration’impliesarangeofformalandinformallinks,fromnetworkingthroughtoco-responsibilityandjointenterprise.

Inthisstrategy‘partnership‘referstoindividualsandorganisationsthatshareformalresponsibilityforagreedobjectivesandactions;‘stakeholders’referstoindividualsandorganisationsthathaveaninterestinanarea,butarenotboundbyformalcommitmenttoaction.

Thereisrecognitionthatcaringforandengagingpeoplewiththetown’sheritagecannotbeachievedbytheCouncilactingalone;itmustbedoneinpartnershipbetweenthetown’spublic,privateandvoluntarysectors,buildingonwhathasalreadybeenachieved.

StrategicPositionThisStrategyaimstoalignwithnationalpolicyandpractice,outliningtheapproachtocultureandheritageinReading.Itsetsoutcommitments,prioritiesandaims.

NationalPolicyThedevelopmentandgrowthofartsandmuseumsinReadinghasbeenunderpinnedbyournationalpartnerArtsCouncilEngland(ACE),whosemissionis‘Greatartandcultureforeveryone’.Thissetsouta10-yearvisionfortheArtsCouncil,withfiveambitiousgoalsatitsheart:1.Excellenceisthrivingandcelebratedinthe arts,museumsandlibraries2.Everyonehastheopportunitytoexperience andtobeinspiredbythearts,museums andlibraries3.Thearts,museumsandlibrariesare resilientandenvironmentallysustainable4.Theleadershipandworkforceinthe arts,museumsandlibrariesarediverseand appropriatelyskilled5.Everychildandyoungpersonhasthe opportunitytoexperiencetherichnessofthearts,museumsandlibraries

ReadingYearofCulture2016

ReadingCulturalVision

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Originallypublishedin2010,this2013updatereflectstheArtsCouncil’snewlyexpandedremitformuseumsandlibraries.Throughsharingthisaspiration,ReadinghasestablishedstrongpartnershipwithACE,includingtheinvestmentinthedevelopmentofcapitalprojects,andprogrammefundingfornumerousorganisationsworkingcollaborativelyacrosstheBorough.

ArisingfromtheCulturalLifeeventinJanuary2015,Communitygroupshavebeentaskedtoassesswhereweareatmomentandwhereweareatthemoment.FromthisanArtsmanifestoforReadingwillbedeveloped,usingtheArtsCouncilartformswhichsupportandcontributetothedeliveryofthegoalspublishedin‘GreatArt&Cultureforeveryone’.

• CombinedArts-encompassesarange oforganisationsthatworkacrossmultiple artformstoachievetheiraims,including festivals,carnival,artscentresand presentingvenues.Italsoincludesartists, producersandcompaniesthatcreate multidisciplinaryorinterdisciplinarywork, carnival,celebratoryandparticipatoryarts

• Dance-Towidenunderstandingand appreciationofthemanyandvaried kindsofdance,influencedbythesocialand demographicrichnessofBritishsociety,and otherartforms

• Literature-supportcreativewriting includingpoetry,fiction,lifewriting, storytelling,spokenword,writingfor childrenandliterarytranslation.Itcanbe presentedthroughavarietyofmedia

• Music-supportartistsandorganisations workingacrossallgenresofmusicandour aimistobringthemostinspiringmusical experiencestoaudiencesandparticipants inawiderangeofcontextsacrossthecountry

• Theatre-supportedbytheArtsCouncil includesworkforspecificaudiences

• VisualArts-embracesabroadrangeof media,suchaspaintingormovingimagework

HeritageReading’sheritageisanimportantanduniqueasset,albeitsometimesourbestkeptsecret,playingavitalpartinthelocalpeople’sprideandsenseofidentity.Reading’svisionforthetown’sheritageisappliedwithintheframeworkofnationalandlocalpoliciesforculture,heritageandplanning.ThelocalplanningauthorityhasastatutoryresponsibilitytoprotectReading’sassets.Asthefirststeptotackleneglectedstructures,EnglishHeritageregardsthecreationofan‘atrisk’register.ReadingAbbeyruinsandgateareoneofthree‘AtRisk’sitesinReading.TheclosureofReadingGaolpresentsanopportunitytoenhanceanimportantpartoftheAbbeyQuarter.TheHeritageLotteryFundcontinuestobeakeyfundingpartnerinmakingthisheritageaccessibletoReading’speopleandcommunities.

MajorsuccessesincludeHeritageLotteryFund(HLF)fundingfortheReadingAbbeyProjectandtheMuseumofEnglishRuralLifeandotherexternalendorsement,supportandinvestment.

EconomicPolicyReading’sYearofCulture2016andthedevelopmentoftheculturalindustries’sectorinReadingisanimportantpartofthenewEconomicDevelopmentPlanforReadingledbyReadingUKCIC(ReadingUKCICwasestablishedin2007asaCommunityInterestCompany(CIC)andoperatesasapublic/privatepartnershiptopromoteandsustaintheeconomicdevelopmentofReading.)

ConsultationConsultationandengagementhasbeenafundamentalpartofdevelopingReading’sCultureandHeritageStrategy.WehavelistenedtotheviewsofReadingpeople.Inadditiontodesk-basedresearch,the‘YourSayArts’,HeritageandSportConsultation,engagementprogramme,CulturalPartnershipandLSPworkshopsandeventswiththeculturalsectorhaveplayedanimportantroleindirectingtheprioritiesoftheStrategy.

WehavealsoconsultedthroughtheReadingBoroughCouncilwebsiteandwithexternalpartnershipsandhavepromotedtheconsultationthroughthelocalpress.

TheparallelAbbeyQuarterconsultationsin2014and2015had2209responses-highernumbersthanforanypreviousReadingBoroughCouncilonlinesurveys–aclearindicationoftheextenttowhichpeoplevaluetheirheritage.

Issues&opportunitiesInordertoachievethevisionanumberofchallengeshavebeenraisedandwillbeaddressedthroughdeliveryofthisstrategy:

• Identifylong-termsourcesoffundingand investmentforReading’scultureand heritage

• Empowercommunitiestofurtherengagein andadvocatefortheartsandheritage

• Challengeandchangethenegativeimage andperceptionsofReading

• Retainandattractthebestcreative practitionerstoliveandworkinReading

• Supportculturalleadershipanddevelop sectorskillsandcapacitytogrow

• Developtheculturalinfrastructuretomeet growthdemandsandopportunities

• ConserveandenhanceReading’sunique heritageassets

• Raiseawarenessoftheculturaland heritageopportunitiesandactivitiesin Reading

• UseReading’sinternationallinkstoenhance therangeofexperiencesavailablehere, andtodevelopapresenceforReadingon theinternationalculturalscene.

CommitmentsThisCultureandHeritageStrategyprovidesdetailwithintheDeliveryPlanoftheprojectsthathavebeenprioritisedoverthecomingyears.ForCultureandHeritagetoflourishtheyneedtomeettheaspirationsofourcurrentresidents,visitorsandexpandingcommunities.TodothiswewillembedthefollowingcommitmentsintotheDeliveryPlanandrelatedstrategicdecisions.

ThroughthedeliveryofthisStrategywewill:

• Offerdiverseopportunitiesandactivities representativeofReading’sdemography• Capitaliseonopportunitiestoexpand inwardinvestmentwithinthecultural sectors• Ensureculturesupportshealthy communitiesandculturalwellbeing• Supportworkthatisinspiringand new,throughacommitmenttoachieving excellencethroughexemplaryprojects.

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StrategicPriorities

ConsultationandengagementhasinformedtheprioritiesandaimsdetailedbelowandprovidetheframeworkfortheDeliveryPlan(tobedeveloped).

Therearethreepriorities,eachwithtwoaims.

StrategicPriorityOne:EnhanceIdentity–BeingReading/MadeinReading‘BeingReading’–notemulatingotherplacesbuthavingourownidentityisakeypriorityforthetown.ThepeopleofReadingareproudofourheritageandwhathasbeenachieved,andweareambitiousandvisionaryaboutitsfuture.TheidentityofReadingneedstobecelebratedandexpandedtorecognisethediversityofitspeople,thequalityofplaceanditsroleasthecapitaloftheThamesValley.

TheUniversityofReadingisbuildinganewstrategyfor2026,the100thanniversaryoftheUniversityreceivingitscharter.OnepillaroftheUniversity’sforwardstrategyistheestablishmentofanewresearchthemearoundHeritage&Creativity,designedtoenhancelinksbetweencreativityandheritagetoaddscaleandreal-worldrelevancetoourresearch.

Aims:

a)People

TheroleofculturalopportunitiesincombatinginequalitiesandtheneedtoaddressinequalitiesinculturalparticipationinReadingareareasthestrategywantstoaddress.Torecogniseourgrowinganddiversepopulation,offeringwaysforpeopletobeinvolvedin,andsupportedby,thedevelopmentofCultureandHeritage:

• Newartisticcommissionsandpublicartin

Readingthatengagenewcommunities.• FosterpridewithintheCommunityand celebrateourhiddenheritagegemsthrough betteraccessandinterpretation• Culturalworkspacesandstudiosforartists andcreativeindustries• Topromotetheideathatcultureand heritagecanplayaleadershiproleinthe futureofReading

b)Places

Torecognisetheneedforculturalhubsandcreatingnewculturalspaces;suchprovisionwillensurethatReading’sculturaloffergrowsandcelebratesitssenseofplace:

• Promotethemessagethatcreativepeople, organisationsandapproachesarewelcome inReading• Recogniseandshowcasethenumerousand diverseculturalandheritage accomplishments,provisionandeventsthat alreadyexistinReading• DeliverasuccessfulYearofCulturefor Readingin2016,improvingthequalityand reachoftheofferinginReading• EstablishtheAbbeyQuarterasReading’s heritagequarter• Utilisethecultureandheritagemessageto promoteReadingasadestinationfor touristsandvisitors• Recogniseculture,heritageandcreative industriesasanimportantcomponentofa vibrantReading• Encourageimprovedmanagementand investmentinReading’sheritageassets, especiallythosethatare‘atrisk’

StrategicPriorityTwo:IncreaseOpportunitiesthroughworkingtogetherCultureandHeritageofferabroadrangeofcreativeopportunities,foraudiencemembers,activeparticipantsandpractitioners.Ithastheabilitytobringpeopleandcommunitiestogether,tosupportlearningandtoexpandthecreativeexperiencesofagrowingpopulation.

Fosteringacommitmenttoworktogetheracrossorganisationalandsectorboundaries.A‘cultureofcollaboration’impliesarangeofformalandinformallinks,fromnetworkingthroughtoco-responsibilityandjointenterprise.

Aims:

c)Community&learning

Toenablecommunitiestoexperience,engageandparticipateincreativeactivitiesandopportunitiesatarangeoflevels.Culturalactivityhasakeyroletoplayinenhancingthelivesofgroupswithparticularneeds,suchaspeoplewithlearningdisabilitiesandactivitiesforolderpeopleaswellastherapeuticactivityforpeoplewithmentalhealthproblems.

ProvideopportunitieswhichsupportformalandinformallearningthroughCultureandHeritage,enablingeveryonetoexpandanddeveloptheircreativeknowledgeandskills:

• Increaseparticipationandengagementin cultureandheritage• Makingthebestuseofchannelsand networksavailabletopromotewhatwe haveincludingtheusethedigitalmedium andmediatodriveupaudience engagement• Organisingandmanagingeventstogether• DevelopanArtsManifestoforReading• Recogniseanduselocalchampions/ expertisetoleadandsharebestpractice (music,art,heritageetc.)• Worktobuildengagementthrough thenewlyestablishedCulturalLearning

PartnershipsupportedbytheArtsCouncil England‘Bridge’organisationandensure theongoingdeliveryoftheReadingCulture andArtNetworkforChildrenandYoung people(ReadingCAN)toopenup opportunities

d)Economy–WealthofCulture&Heritage

Cultureiscrucialtotheeconomicwellbeingofanydestination(notjusta“nicetohave”)–Itgivesresident’squalityoflife–opportunitiestoparticipateandsupport,itstrengthenstheVisitorEconomyandattractsandhelpsretainbusinesseswhowanttobepartofanenergeticandcreativeenvironment(andfindthebeststaff).Investmentinheritageandculturegeneratesmorespendinginthelocaleconomy.

• Engagethebusinesssectorinmutually beneficialprojects,suchastheAbbey Quarter• AttractandretaininvestmentinReading contributingtooureconomicprosperity• Increasetheskillsandemployment opportunitieswithinculturalsector• Needtogetdigitalandcreativeindustries involvedintheculturallifeofthetownand thepartnershipwork• EngagewiththeLEPtoensurethatitsfocus onsocialinclusion(throughESIF),skillsand businesstourismsupportsthisStrategy• Needtodevelopnetworkstolinkbusiness totheculturalsector

2.3StrategicPriorityThree:CelebrateCreateeventsthatmakepeopleproudofReadingaswellasencouragepeopletovisitourtown.UsingcultureandheritagetocelebrateReadingisakeypriorityfortheStrategy.

Aims:

e)Events

TosupporteventswhichcelebrateReading’sidentity,diversity,achievementsandculturaloffer:

StrategicPriorities

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• RaisetheprofileofCultureandHeritage inReadingthroughqualitycommissionsand events

• Concentrateonaprogrammeofevents whichrangeinsizeandbuildonwhatwe haveanddo

• Supportaccessiblebuthighqualityfestivals

• Recogniseandshowcasetheexisting numerousanddiverseartsandculture accomplishments,provisionandeventsthat alreadyexistinReading

• Usesignificantoccasionsandanniversaries, suchasthe70thandlateranniversariesof thefriendshipwithDüsseldorf,asafocus forspecialevents.

f)Communications

PreparatoryworkhasbeenundertakeninrelationtobrandingandmarketingtheYearofCulture.Ledbytheindependenttheatrecompany‘ReadingBetweentheLines’andwiththesupportoftheUniversitya‘MadeinReading’brandhasbeendevelopedandisbeingutilisedbylocalculturalorganisationstopromoteoriginallocalwork.

Toshareandprofilethecreativity,skillsandachievementstakingplaceinReadingregionally,nationallyandinternationally:

• Furtherrecognitionfortherolethatthe artsandpublicartplayinthelocal economythroughtheprovisionofjobs, training,visitor’sspend,inward investment,tourism,profileraising, marketingmaterialandpositivemedia.

• Coordinatedpromotion–print/web/social/ publicbuildawarenessoftheCulturaloffer inReadingandmakingbestuseofchannels andnetworksavailabletopromotewhatwe have

• Linkwithnationalandregionalpartners tokeepReadingnetworkedwith strategicallyimportantpartners

• IncreaseduseofMadeinReadingbranding

• PromotetheAbbeyQuarterbrandand concept

• Improvethesignageofcultureandheritage assetstoraiseawarenessincludingthe ‘WelcometoReading’

• IncreasedengagementwiththeArtsForum andothernetworks

Delivery

TheCulturalPartnershipistheownerofthisStrategyanddeliveryisinpartnershipwithcommunitygroups,organisations,agenciesandstakeholders.Workingtogetherwewilldeliverthestrategicprioritiesoutlinedinthestrategy.

InitiallyathreeyeardeliveryplanwillbedevelopedbytheCulturalPartnership.

TheDeliveryPlanwillbeachievedbypartnerssecuringinwardinvestmentthroughanumberofroutes.PreviousprogrammeshavehadsubstantialinvestmentbyArtsCouncilEngland,developercontributions[Section106].Theyearofcultureincludesactionstosourcealternativeinvestmentandfundingopportunities.

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