Trafford: A Local Cultural Strategy for a Global Name

Two men performing alternative dance in front of a building

Putting neighbourhood culture at the centre of Trafford’s next chapter.

Trafford may be world-famous for sport, but culture wasn’t a word the borough had a strong association with. Within a Greater Manchester context, Trafford was perceived as having low cultural ‘need’ thanks to perceptions of affluent, culturally engaged, suburban audiences. But this perception masked reality – culture was a low priority for cultural investment across much of Trafford. The challenge was supporting culture across the borough’s diverse neighbourhoods and repositioning Trafford’s cultural identity within the region.

The challenge

Our research revealed that 25% of Greater Manchester’s creative professionals lived in Trafford, making it the engine room of the region’s creative and cultural economy. Combined with an extraordinary cultural community offer – largely led by volunteers – we saw that neighbourhood-based support and engagement could enable even more of Trafford’s residents to live rich cultural lives.

The approach

The strategy required deep research and analysis to understand Trafford’s true cultural landscape—mapping creative professionals, cultural infrastructure and community activity across the borough. We conducted extensive consultation with residents, cultural organisations and creative professionals, challenging existing perceptions with evidence that demonstrated Trafford’s contribution to Greater Manchester’s cultural ecosystem was far more significant than recognised.
That single statistic about creative professionals completely rewrote Trafford’s cultural narrative. Layered with the engagement and consultation findings, it became clear that Trafford needed to put aside its global and national assets and focus on neighbourhood-level development.

The impact

Trafford has invested in a new Cultural Transformation team to activate the strategy. Using a ‘hub and spoke’ model, each town within Trafford has an ‘Our Cultural Lives’ hub to lead local activities and networks. Greater Manchester Combined Authority recognises Trafford’s significance in the local cultural economy and is working with the Cultural Transformation team to develop further plans.

Waterside Arts has a reinvigorated programme, including Creative Industries Trafford and the Cosgrove Hall Film Archive. Trafford is also developing a new digital platform to support community activities, using our CultureHosts platform.

The strategy will undoubtedly attract significant benefits and positive outcomes that will create a greater sense of place and pride for everyone who lives, works and visits the borough.”

Cllr Hynes, Deputy Leader, Trafford Council

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