CT Consults

Norfolk & Suffolk – Defining a New Anglian offer through partnership

Shell sculpture on beach at night

The challenge

To progress partnerships means working with neighbours, rivals, others. Arriving in Norfolk and Suffolk does not happen by accident. You go to, not through. Partly because of this geographical reality, they have developed a distinctive cultural and leisure offer, albeit a ‘nice to visit’ rather than a ‘must-see’. We did not need to delve very deep at all to find a cultural wealth that could justify investment in an economic growth and tourism development plan.

Close-up of black and white bird with long black beak

Our response

The route map we set out has been taken forward through a new joint initiative and was the first output from the New Anglia LEP Culture Board. The building blocks have been systematically put in place through systems and infrastructure, creative programming, and market-led packaging and campaigns. 

 

 

 

Kickstarting a new approach 

We supported the development of a new cultural tourism partnership, and the essential political case-making that could generate ongoing support. The activation of the strategy was able to leverage funding from strategic partners and prioritise development, and a new regional cultural strategy. 

Sailboat with five people on deck, on water with forest in background
I have learnt so much and it has been so good working with people who believe in what we have to offer and that there is a prize to be had if we can just get it right. The strategy is a fantastic piece of work and I just hope we can live up to it now. And I very much hope that our paths will cross again.”

Helen Wilson, Chair, New Anglia Local Enterprise Partnership Cultural Board

UNESCO recognition

Successful case-making for UNESCO City of Literature designation for Norwich.

Benjamin Britten Centenary partnership

Supported the partnership, led through Aldeburgh Music at Snape Maltings, to maximise tourism opportunities for the Benjamin Britten centenary celebrations.

Investment in cultural infrastructure

The New Anglia Local Enterprise Partnership has invested in cultural infrastructure and product development, critically with culture included within regional strategies for the first time. Arts Council England, the LEP and the two county councils have invested £700k in cultural tourism programmes between 2014-2020.

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