Anyone who has worked with us will know we are a bit phobic of launch events for our strategies. We prefer to celebrate what you achieve with the strategy, not simply the publishing of it. That said, if you’re going to the effort of bringing stakeholders together to make this milestone, then do something creative that starts you on that road together; a stepping stone, not a milestone. 

So what happens when a client has commissioned a ‘launch’ event? Last week, Alex & Amy did not launch the Cultural Masterplan we have been developing in North Northamptonshire – at the launch event. It’s not even finished yet. Instead we hosted a Summit, attended by over 70 stakeholders. Why, and what did we do that made it worthwhile?

• We presented the draft Masterplan, so stakeholders had another opportunity to see where their inputs have been applied, and invited fresh feedback (both on the day and in writing afterwards). Through our collaborative engagement process, we can state that c.200 stakeholders have co-created the Masterplan. It’s the best way to create genuine ownership, and is a powerful message when the finished document eventually goes before local politicians for approval. 
• We always look to use cultural spaces rather than civic or commercial. We hosted the event at Kettering Arts Centre, which helped to build their profile – and our venue hire budget went to support a local community arts centre.
• We again used our budget to pay back into the local economy by funding the Creative People & Places organisation Made With Many to facilitate conversations and capture ideas and actions. 
• We asked attendees to start drafting the action plan, including making commitments of their own organisations. Co-design needs co-delivery. This shared responsibility builds sustainability into the approach and ensures this is a place-based Masterplan, not just a local authority plan. 
• In inviting attendees to critique an outline governance model, we made sure stakeholders had a say in not only what they need to do, but how it will be managed. This helps build a mandate for cultural leaders to make and implement decisions on behalf of the sector. 
• We shared a statement supplied by Arts Council England in support of the draft Masterplan, and which invited conversations to explore funding opportunities. 
• The Northamptonshire Community Foundation presented ideas for how it could support new approaches to grant-making for the cultural sector, including some case studies. 
• Policy and key agenda alignment is hugely important. Culture needs to show how it can contribute across all facets of society. A panel of local leaders from across the county – working in environment, community, young people, visitor economy, heritage and education – discussed how they would like to collaborate with the cultural sector in delivering the Masterplan. 
• We asked all attendees to table the final Masterplan and action plan at their own boards – or whatever formal process they use – to further hardwire it into the sector. This further embeds the message that the Masterplan is for everyone to support and deliver collaboratively. 

So, not a launch, but rather another step to build endorsement, active input and support.

None of this is earth-shatteringly original. But it all reinforces the integrity of the process and resulting Masterplan. It confirms that, once we as consultants step away, there is an actionable route-map with shared understanding and motivation to deliver it. Capacity has been identified, future funding opportunities cultivated, and next steps agreed. 

We take an awful lot of pride in, and put an awful lot of effort into, building relationships within a place – to ensure that our work is relatable, actionable, realistic, appropriate and hopefully transformational. Producing a good strategy is important, but what happens next is really what it is all about. The transition from consultants helping to develop a strategic plan to local stakeholders delivering it is a critical period. Governance, leadership, communications, monitoring… That’s why we don’t just sail off into the sunset, even if a launch event is delightful! 

We’re really excited to see how the sector in Northamptonshire moves forward with this over the next few months. They’re ready for it, and have skilled people who can make good things happen. And of course, we be keeping in touch to help when we are needed. After all, we’re a stakeholder now too.

Last week, our team of intrepid consultants ventured all the way to…Manchester…to explore the latest trends and insights in booking systems and customer journeys. Read on for their reflections on how technological and data innovations are influencing the sector: 

A key theme of this year’s Ticketing Professionals Conference was the urgent need to embrace the ongoing technological revolution. Over the past 25 years, rapid advancements in home computing, smartphones, and social media have often left the ticketing industry playing catch-up to deliver the best customer experiences. Smaller venues, institutions, and destinations, in particular, risk falling behind or relying on outdated processes.

Now, with AI poised to transform every aspect of our work, it’s crucial that we at CTConsults not only adopt these changes but also lay the groundwork and provide support for our clients—ensuring that organisations, institutions, and destinations do not get left behind. (Andrew Adshead)

I was impressed by how much innovation is happening in ticketing right now. There’s a lot of new tech being developed, like allowing audiences to bid on seat upgrades, borrowing from the airline model in a way that makes sense for live events. AI is playing a growing role, especially in making dynamic pricing models more responsive. I was also interested in how venues are tapping into social media, with user-generated content doing much of the selling for them. It’s clear the industry is shifting in a big way. (Rachel Sipes)

Being a first timer to the conference one thing that struck me was the range of organisations at the Ticketing Professionals Conference. Alongside national providers were independent venues, local collectives, tech developers and regional cultural partnerships. It highlighted just how connected and collaborative the sector is. What stood out to me and something I will remember is that: ticketing should be accessible and adaptable, regardless of the size or structure of your organisation. (Ryan Nevin)

A key takeaway from the conference is the realisation that data alone isn’t the answer. It’s meaningless unless transformed into actionable insights, as insights are what drive change. Data and insights are discoveries, and discovery is inherently creative. It’s okay to try, learn, and experiment with limited risk. Insights mean nothing without influence, particularly when it comes to influencing stakeholders. Change can’t happen without that influence. Starting small to test changes, and learning from failures to understand why something didn’t work, offers valuable lessons and drives continuous improvement. (Jady Ng)

Our travel trade consultant Karin recently delivered a workshop on “how to work with the travel trade” on the Isle of Man, and we asked her to share her experience of the island: 

“Please observe our Manx tradition and say hello to the fairies as we pass the Fairy Bridge.”

I think a lot of destinations could learn from the Isle of Man when it comes to sense of place.

I was on the bus from Isle of Man Airport to Douglas when the above announcement came over the tannoy, inviting everyone to join in a Manx tradition. Every single person on the bus – locals and visitors – said “hello fairies” as we drove past the bridge.

Ten minutes into my visit to the Isle of Man, this already gave me such a strong sense of the place I had arrived in. Quirky, traditional and very beautiful. It told me: on the Isle of Man, we respect traditions and fairies. And we welcome our visitors to join us.

I’m always telling my clients and workshop participants about the importance of telling their story, and it doesn’t get better than this.

The rest of my visit continued to exceed all expectations.

The Isle of Man offers so much to visitors – rich history and heritage, a variety of accommodation options, beautiful scenery, lovely restaurants and bars, and plenty to see and do. This became evident during the workshop, which had a great turnout of accommodation, transport and activity providers, as well as attractions. 

The local DMO, Visit Isle of Man, arranged the workshop to support their goal of growing tourism sustainably on the island. One way they hope to achieve this is by attracting more high-spending visitors, allowing visitor numbers to grow at a slower pace while increasing overall spend. 

International visitors traditionally stay longer and spend three times more on average than domestic visitors, so it makes sense to focus on this market. 

With almost 80% of international visitors booking through an intermediary, the workshop explored how working with the travel trade can help the suppliers reach a wider international audience. This includes both traditional travel trade (such as tour operators and destination management companies) and digital trade partners (like online travel agents and marketplaces). The workshop was designed for suppliers with beginner and intermediate knowledge of the travel trade. 

Like many other places, the Isle of Man has a large number of SMEs working in tourism, and when you’re busy running a business, finding time for sales and marketing can be tough. We explored how partnering with the travel trade can be a simple and cost-efficient way to reach a large international audience. 

The participants in the workshop were very enthusiastic, and we had great conversations around the challenges and opportunities. 

And this is one of the things that stood out most during my visit to the island – everyone I met was incredibly friendly and curious. 

Not just the workshop participants, but also the people at the bus stop in Peel who involved me in their conversation seamlessly, the photography student who offered to take my picture when I struggled to get a selfie in the bright sunshine, and the restaurant in Castletown who made sure my dinner was served in time to catch my bus back to the airport.

It reminded me that a place is very much about its people, and not just its impressive castles, beautiful scenery and great food – though the Isle of Man has plenty of that as well. 

The Isle of Man really ticks all the boxes for a great destination. It’s quirky, beautiful, full of history, and welcoming. 

It’s a truly special place that I hope more international visitors will discover soon. And when they do, they will also be charmed when they are asked to say hello to the fairies. 

Shout-out to:

I stayed in a lovely guest house with bags of personality and a warm welcome from Shirley, the owner. Located in an area called Little Switzerland, on Switzerland Road, the guest house was, of course, called Edelweiss. Bonus – it’s dog friendly!

My seafood dinner at the Garrison Restaurant in Castletown was amazing. I’m still dreaming about those scallops. 

The Isle of Man was very accessible, which I really appreciate as a responsible tourism advocate. As I visited in the low season, the heritage trains were not running, but I managed to explore the island from Douglas in the east, to Peel in the west and Castletown in the south, in just one day, using the island’s excellent bus services.
#IsleOfMan #TravelTrade #TravelTradeReady 

This month, our team visited the augmented reality go-karting experience, Chaos Karts. The experience merges traditional go-karting with a projected and interactive environment—think of a Mario Kart-style game but in real life. For 20 minutes, we were all able to live out our fantasies of throwing fried eggs and other projectiles at each other without causing any lasting damage (except for a bruised ego or two).

Chaos Karts is the brainchild of Little Lion Entertainment, the company also behind the neighbouring Crystal Maze LIVE Experience. They have made a name for themselves by bringing different forms of nostalgic media to life in the ever-growing ‘immersive experience’ market. Over the last 10–15 years, this sector of the cultural industry has expanded beyond recognition, thanks to industry leaders such as Punchdrunk (The Drowned Man, The Burnt City), Secret Cinema (Back to the Future, Stranger Things), and Immersive Everywhere (The Great Gatsby, Peaky Blinders). However, this trend has been predominantly London-centric. Little Lion Entertainment has bucked this trend somewhat by using Manchester as a launchpad and permanent base for several of its projects.

Previously, immersive experiences in Manchester had been limited to short runs and experimental projects hosted by organisations such as Manchester International Festival (now Factory International). However, with the recent opening of the Museum of Illusions on Manchester’s Market Street and Little Lion Entertainment bringing another nostalgic IP to life this March with the Pac-Man Live Experience, it’s encouraging to see experience makers realising the potential that cities like Manchester can offer to this industry.

At CTConsults, we support our clients with digital transformation strategies, highlighting the benefits of adopting digital tools and practices to enhance the day-to-day running of cultural experiences. It’s exciting to see industry leaders like Little Lion Entertainment pushing the sector to embrace its own digital transformation—moving beyond popular but relatively passive experiences (Van Gogh: The Immersive Experience and David Hockney: Bigger & Closer) to more interactive and responsive experiences like Chaos Karts and Pac-Man.

Think ‘New Forest’, and you might think ponies, outdoorsy holidays in a National Park, or even the ancient practice of commoning. But you probably don’t think ‘cultural cluster’ or ‘creative hub’. But you’d be wrong. 

We’re working with partners in the New Forest to develop a cultural strategy, and we’re doing it a little differently than usual – there’s nothing common about the New Forest! Building upon our experience of mentoring the cultural sector in Blackpool to create their cultural strategy, we’re now doing something similar in the New Forest to help them define their shared values and ambitions for culture.  

The ‘usual’ process involves commissioning consultants. They research, engage, develop – and write – a cultural strategy and action plan with and for the cultural sector and the communities they serve. That can work well. But in the New Forest a more co-designed approach is needed. It might take a little more to build trust and confidence, agree on aims, develop a collective vision and tone of voice amongst diverse stakeholders. But the outcome will be cultural partners feeling true ownership of an authentic plan they can get behind. This is a great start for what comes next – delivery (the important bit, after all).

In Blackpool, we did just this; with a strategy development group comprising officers from the Council, the Grand Theatre, and Leftcoast. The writing group involved the BID, the College, House of Wingz and Aunty Social CIC. There were editors from Abingdon Studios, The Old Electric and Blackpool Social, and a wider steering group including Showtown, Blackpool Illuminations, the Winter Gardens and the Libraries Service. (Of course, we also consulted with plenty more organisations and individuals throughout.) This group committed hours, days, and weeks to this process. This was a big ask for freelance / non-salaried individuals, so we ensured that they were paid for their time. In Blackpool, we learnt that working in this way takes just as long (if not longer) and costs just as much (if not more) than the ‘usual’ method. But it was the right way for that cultural community to go.

So when the New Forest approached us about mentoring them, we were able to prepare them for the commitment they needed to make. Fortunately, they had secured the funds to pay for significant community consultation (conducted by the ever-lovely Chris Rolls of Collective Sense). They already have a well-established cultural network in Folio, and we had previously worked in the Solent region, so had a headstart on regional intel. 

Prior to beginning the writing process, we provided an ‘Insights and Evidence Report’: lots of data analysis and research to be the ‘quant’ to sit alongside Chris’ ‘qual’ work. Now there was a solid base to begin. And this week, Amy and Andrew have been ‘in residence’ at the extraordinary SPUD. It was great to work with the nominated strategy development team in situ, and with the wider Folio group, to determine their future ambitions. 

Given the context – and uncertainty – of devolution on the horizon, and how that will impact New Forest’s distinctive cultural identity, it’s vital that this sector uses this time to carefully map out the future it wants to see. A shared cultural strategy – written by the sector, for the sector – can protect it from the vulnerabilities of political decisions. Now that they have agreed on a shared direction, our job is to continue to provide objective, strategic perspective and oversight.  

The New Forest’s Rights of Commoners includes the right to common pasture and to collect wood for fuel. What if there was also a Right to Culture, to use cultural participation as fuel for inspiration and more? We’re excited by the opportunity to help frame the future of culture in this remarkable place, by protecting and sharing its unique heritage through creative experiences for residents and visitors alike. 

Honorary mentions: we loved the Monkey Brewhouse – top pies and pints from their micro-brewery! (A keg may have made its way back to the office with us.) The Forest Deli in Sway served us a delicious lunch. And Amy snuck to Coombe Stables for a (mounted) pony-spotting safari in the open forest. When in Rome.

We’ve been attending City Nation Place’s events for a number of years now – usually the UK conference, and this year the Global conference too.

After working closely with Martin Boisen to develop York’s place brand, we have been developing our place branding practice in the UK in collaboration with our urban design and place-making chums HemingwayDesign. We were originally inspired by the positive impacts place brands have had in many European cities through a shared values-based approach. No logo, no problem. No cute strapline, that’s fine. This was clearly about uncovering what a place actually stands for, believes in, and how that is distinctive from the next town over. We wanted to see more of that practice in the UK, so we took on the challenge. We look to create a place brand as a decision-making tool, enabling places to improve their programmes and planning through their shared values. We’ve seen how this creates a ‘positive feedback loop’, where over time a place demonstrably improves and shifts perceptions. The places we want to work with is judged by its actions, not its words – although this naturally follows.

Whilst this practice is pretty well embedded across Europe, in the UK we’ve found a mixed picture. Some clients want to do some nominal consultation and rush to marketing outputs. They might launch the place brand when it doesn’t need to be launched. Some lead agencies want true co-design but can’t quite let go of control to put power into the hands of their partners, stakeholders and communities. It’s a ‘first past the post’ mentality in a ‘proportional representation world’. As a nation of places we’re moving, but we can move more, and faster.

And we have some great clients who absolutely ‘get it’. FutureHumber is making waves with their many partners – and has already helped to secure £ms of government investment for the Humber region, just a few months after finalising their place brand. York continues to hold its nerve and say ‘yes’ to the ‘right’ investment, and is confident in saying ‘no’ where they don’t align with their values. Solent has worked hard to define its place ‘alliance’, and is finding more routes to build a growth partnership based on a shared vision.

Places are complex, fluid organisms. So, place branding is not easy, and it shouldn’t be – to develop, activate and maintain. But we still champion avoiding shortcuts when designing your place brand. That’s what provides longevity, sustainability and genuine impact, long after any (metaphorical or literal) ribbons have been cut.

We’re delighted to announce our partnership with City Nation Place, bringing our data-driven insights and culturally-led perspectives to a fantastic global place brand conversation. You’ll see us chipping in on their monthly provocations ‘Ask the Experts’, and a couple of articles on the website across the year. We look forward to listening, contributing, arguing and learning within this great CNP community.

Joining us from America, Rachel brings over 15 years of diverse experience in product marketing and attraction operations. With a strong background in leading product messaging strategies and user segmentation tactics, Rachel has effectively boosted user engagement and conversion rates. Her expertise extends to driving year-over-year growth and enhancing customer satisfaction in visitor attractions. Rachel’s unique combination of tech and visitor attraction experience enables her to seamlessly integrate innovative digital strategies with operational efficiencies, enhancing overall performance. Through strategic planning, collaboration, and a commitment to continuous improvement, Rachel consistently delivers impactful results across various industries.

Windermere

Meet Windermere, our Barketing Specialist. With over 5 years of experience and an ever-wagging tail, she excels at inspiring mid-day games of fetch and ensuring plenty of pets and cuddles. Windermere’s presence brings joy to our office and keeps us on our toes.

At CTConsults, we often discuss how to better integrate all the different elements of our practice – our place brand work, cultural strategy, digital transformation programmes and destination marketing. This month, our Culture Club helped our team see how all of these things fit together, and what impact that has on a place. 

Stockport has been on a cultural transformation journey for some time now. It’s even been hyperbolically hailed as ‘the new Berlin’ by some – but it is fair to say that Stockport is having its moment in the sun, and it’s all thanks to ‘the powers that be’ allowing and enabling cultural activity to lead the way – and it is refreshing to visit somewhere where creatives loudly applaud local politicians for their support. 

We started our trip at GRIT Studios, where the visionary John Macaulay (co-founder of GRIT alongside his wife Sophie) toured us around the building which had previously been derelict for a decade. Now it’s filled with over 20 creative practitioners (with over 120 more on the waiting list), who are making, selling, teaching, collaborating and community-building accompanied by the sounds of the neighbouring scrap yard and boxing gym. It’s not an especially salubrious part of town – but GRIT’s residents have been decorating the surrounding streets and working with local residents to do so. This creates ownership, improves safety, and improves place reputation. We saw how a former patch of overgrown land was cut back (revealing, amongst other things, a machete) and now is the location of a community allotment where locals are growing produce. GRIT’s resident mosaic artist Tracey Cartledge was preparing a piece that had been co-created with local primary school children. Elizabeth Nicholls has just won Stockport’s Young Volunteer of the Year for her work running art clubs with young people. 

The weekend prior, John and team had produced Stockport Paint Jam – a street art festival with 50 UK artists working together to turn streets of Stockport into an outdoor gallery, creating a ‘Cultural Corridor’ from the town centre to GRIT. This builds on ‘La Boca to La Stocka’, possibly the largest co-created mural in the UK. Five artists from La Boca in Argentina travelled to Stockport to work with 12 local artists and over 200 local residents. La Boca is famous for how its artists turned around its misfortunes through mural art, and Stockport has ambitions to do the same. The mural is a beautiful tribute to two cultures coming together with shared beliefs and values.

Finally, we ended up at Foodie Friday. This initiative has helped to revitalise the Market and Underbanks area, thanks to work by CTConsults’ associates Paprika Food Consultancy and Joe Barratt. We have often used Foodie Friday as a case study in our ‘place’ work, showing how local authorities can use cultural placemaking to boost the local economy. Now Stockport Old Town is home to a whole host of independent retail, hospitality and experiences – and of course we stayed for a few beers as well. 

So what’s next for Stockport? Well, for a start we want to look at how CTConsults and creativetourist.com can support the continued development of the town centre. How can Stockport retain authenticity in future regeneration programmes? How can it celebrate heritage and be a cultural tourism destination, continue to grow residency rates in the town centre, and avoid ‘gentrification’? These things take time – well over a decade, in the case of Stockport. But now our whole team understands why it is important and how it can be done well.

We’re looking forward to working with partners to support the next stage.

As Pride Month comes to a close and businesses and councils begin to remove their default rainbow backgrounds from their logos and the flags zigzagging through the streets, adding a tick in that inclusivity check box, it’s important to reflect on our approach to Pride. Is it still the powerful symbol of justice and equality it once was? An ode to the Stonewall uprising in the 80s? Or has it become just another static commodity in a marketing plan?

I grew up in Manchester City Centre, a place celebrated for its industrial heritage and renowned football clubs. However, Manchester also boasts a rich LGBTQIA+ community history, from underground bars to groundbreaking activism.

Growing up as bisexual in Manchester during the 2000s, I knew which language and behaviours to adopt depending on where I was and who I was with. There were only a few streets where the queer language was spoken, and you could act (as my nana might say) “out of sort.” Today, Manchester City Centre is home to dozens of cafes and bars proudly displaying the Pride flag year-round, representing a safe space where everyone, regardless of sexuality, can feel comfortable.

But how did we get here and how do we move forward with LGBTQIA+ representation? 

The 19th century laid the groundwork for Manchester’s LGBT scene, with closeted meeting places like the basement of the Temperance Hotel on Oxford Street providing sanctuary for those who dared to express their true selves. These spaces, shrouded in secrecy, became the birthplace of a community.

As the 20th century dawned, Manchester’s LGBTQIA+ community began to emerge from the shadows. Despite the infamous police raids of the 1950s and 1960s, resistance simmered beneath the surface. Venues like the New Union Pub on Canal Street and the drag ball culture of the 1960s offered glittering escapes from the harsh realities of discrimination. 

I could reel off numerous events in Manchester’s past which has built up this colourful history and brought together the community that stands today: The North West Homosexual Law Reform Committee founded by Allan Horsfall in the 60s; The University of Manchester’s ‘Manchester Gay Alliance’ founded in the 70s; Manchester City Council’s ‘Equal Opportunities Committee’ in the 80s and in 1985 the birth of Manchester Pride month. Whilst these are important to note for Manchester specifically, around the country each area has had its own story. 

There are plenty more examples across cities, towns and villages and it’s important to understand the stories and the battles the communities have faced to get to where we are today. Whilst these policies, groups and buildings are the backbone to the fundamental steps in equality, some of the biggest impacts to the LGBTQIA+ movement have been from the media. Queer as Folk, set in Manchester, was the first representation of the gay community as ordinary ‘folk’, people felt represented and understood. Since then its creator has gone on to produce ‘Cucumber’ and ‘It’s a Sin’, continuing that representation of the LGBTQIA+ community in the media. This new age media was highlighting not just the discrimination in society, the Aids epidemic of the 1980s, the camp or drag, they focused on the day to day lives of people working and socialising within society. Our offices on Stevenson Square are moments away from where these iconic shows were filmed.

Taking into account this rich and varied history – from reform acts to drag acts – the landscape that I saw growing up in the 90s and 2000s is now one which celebrates our diverse society. But there is much more to be done, and Pride month is not an investment opportunity for businesses. Pride month should be celebrating the daily, weekly, monthly investment businesses have put into supporting everybody regardless of identity, age or sexuality. A flag means nothing if the person waving it doesn’t understand its meaning. 

It is up to businesses individually to work with the LGBTQIA+ community inside and outside of their organisation to understand what they can do to be more inclusive. I, like many on our team at CTConsults, feel comfortable speaking about who I am and my experiences. That is something to be celebrated this month, along with the support we give to businesses in and around Manchester, owned by or for members of the LGBTQIA+ community, whether attending events or simply buying a coffee. Here are our team’s recommendations for LGBTQIA+ owned businesses in Manchester’s Northern Quarter, which we regularly support:

“I nominate QueerLit, which can now be found in Social Refuge on Great Ancoats Street. A brilliant selection of books (I recommend Her Majesty’s Royal Coven, set in Manchester) in a space which is a cafe by day and bar by night. They also run events such as free queer co-working on Fridays, book launches and board game nights.

Honourable mentions: Joy by Sophie for your aesthetic needs, and Holier Than Thou for the sharpest needles and shiniest jewellery – both offer gender affirming treatments.” Amy, Place Consultant

“My choice is Travelling Man – they host lots of inclusive events and have a focus on community!” Ryan, Digital Products Manager

“My nomination is Feel Good Club. LGBTQIA+ founded and run, with their venue providing a beautiful friendly environment for coffee, brunch, lunch, and drinks. By night they host events aimed to spread joy and positivity, with a weekly line up that includes everything from cabaret, spoken word, comedy and storytelling.” Cionna, Strategic Project Manager

And big shout out to Scott and everyone at Siphon, who keep us all caffeinated with their delicious coffee!