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Refurbishment ? a bit of a dreary word, observes Rosalyn Fry. Not new and sparkling, but not expensive either. At Poole in Dorset, Poole Arts Trust has just refurbished an ugly 1970s concrete building to create the largest arts centre outside London, doubling productions, attracting thousands of new visitors and all for £8.5m.

Poole Arts Centre, home of the Bournemouth Symphony Orchestra, was built in 1978. Overlooking Brownsea Island and Poole harbour, directly opposite a shopping centre and bus station, it was an ugly eyesore, running to seed. First thoughts were to flatten it and start again; but even with the lure of Lottery cash trustees felt they could never raise the necessary £45m that new build would cost. As right-on arts folk, all committed to recycling in their homes, it seemed to them like a good idea to practice the concept professionally.

Five years ago Poole Arts Trust appointed a new Chief Executive, Ruth Eastwood, who brought a commitment to change and the energy to achieve it. Finance came from the Arts Council of England?s Capital Lottery and Stabilisation funds, £1.5m from the Borough of Poole, plus a dynamic fundraising campaign from 3,000 local donors (there are a lot of wealthy folk in Dorset, but most of them don?t like change). Architects were appointed and the Arts Centre?s long established Technical Manager promoted to Project Manager. The Trust wanted a building that was fit for the purpose. There was already a large concert hall and a mid-scale theatre, but no small space. There were workshop facilities (ceramics, water colours etc.) but none that related to the arts programme. The Centre had poor access, a tiny café, a gallery which doubled as a recital room, scattered departments squeezed around the building and a dismal interior design with a dolphin patterned carpet!

Refurbishment, as opposed to new build, can happen whilst you are still functioning. Since the changes began, the Centre has only closed twice. In the summer of 2001 it shut to refurbish the 1,500 seat concert hall (which made the Bournemouth Symphony Orchestra very happy) and last summer it closed for five months to do everything else; a new 130 seat studio, 105 seat cinema, large café, new art gallery, state-of-the-art Image Lab / Media Suite plus plenty of smart, spacious function rooms and foyer spaces. Refurbishment can be highly creative. The Trust boldly spent over a £1m commissioning artists to create parts of the building. Glass-maker Danny Lane created a spectacular glass and steel bar; textile artist Janet Stoyel, whose unique fabric is made by colouring metal with sound waves, made a curved wall hanging; and glass-maker Jane McDonald designed a stunning mobile screen to separate areas of the foyer. Alan Short, the architect, is noted for creating exciting and stylish buildings while incorporating environmentally improving techniques into their structures. His natural ventilation of the foyers and public spaces, has created a fashionable atmosphere which is also cheap to run and has the unique selling point of changing the colours and pattern of the lighting on the outside of the building. Oh yes, the lighting! Designed by artist Peter Freeman, it?s contemporary and gorgeous. A drab concrete façade is now, at night at least, a beautiful kinetic work of art.

Which brings us to the re-brand. Alongside the physical changes at Poole, Ruth Eastwood introduced programming changes (more educational, outreach work, lens-based and digital art, world music, contemporary music, dance, physical theatre and young people?s drama). Organisation changes included the introduction of a human resources specialist, publication of a staff values handbook and an intensive programme of training and staff development. These changes needed to be signalled. Not only was Poole getting a refurbished building, but refurbished attitudes and arts products too.

After intensive research amongst existing and non-attenders, workshops with staff, users and partners, the name Lighthouse was chosen. The logo, branding and communication strategy was designed and delivered in-house (no £70,000 fee here!) Of course, some people didn?t like it (remember the wealthy folk who don?t like change?) but most have now come around to it, especially since the lights were switched on at the grand opening last October. Younger people love it ? it?s the first time I?ve known a commercial radio station begging to be involved with an arts organisation!

Has it worked? Undoubtedly yes; the public are pouring through the doors, the new studio events sell out and performers are delighted with their refurbished dressing rooms and new stage door facilities. In the three months since opening Lighthouse has sold 10% more tickets and commercial hires are up by 37%. Next month Poole Arts Trust is 25 years old. Celebrations include new commissions from Dorset resident John Taverner and Hoodwink Theatre, plus the installation of a large speaking clock by artist Andy Plant. Poole Arts Centre is now Lighthouse. Refurbished, regenerated and raring to go.

Rosalyn Fry is a freelance marketing consultant and trainer. Lighthouse has been her favourite client for five years. e: ros@bridport.demon.co.uk
Lighthouse tickets and information t: 01202 85222; w: http://www.lighthousepoole.co.uk