Andy Lee explains how demystifying the funding system to encourage the widest possible range of people to apply for support has opened the door for the creative regeneration of Slough.
Every other week there seems to be a broadsheet article about the impact the arts are having on our towns and cities, usually featuring a major city reinventing itself through a bold new vision, economic regeneration and hard graft. The arts in the form of architectural magnificence, new galleries, public art, concert halls and theatres are increasingly being recognised as the catalyst for city and town centre regeneration. But when all eyes are on the centre, do we notice what?s happening around the edges; and can what?s happening at the grass roots influence regeneration at the heart?
Creative Slough
Slough, situated just two miles west of Heathrow airport, is aiming to re-image itself through a major cultural quarter re-development, the Heart of Slough. It?s an ambitious project of mixed-use development with a focus on the creative industries. Slough is already home to over 200 creative and cultural businesses, ranging from global leaders to small and medium-size enterprises. Its close proximity to Pinewood Studios and location at the gateway to the (Silicon) Thames Valley and west London has made it an ideal business location. Culturally diverse, with 36% of the population from minority ethnic communities, it?s a busy town with a vision rooted firmly into local communities. Slough had always offered employment, and people travelled from every corner of the globe to work in the town. Many stayed, set up home and raised their families. It was these communities that were to be the focus when the Council launched its first arts strategy in 1995. Slough would start at the grass roots, and work up.
Accessible funding
Following an arts audit, funded by Southern Arts, the Council recognised that to develop an inclusive environment for the arts to flourish, it needed to acknowledge and nurture the talent and diversity in its own backyard. To build capacity and maintain artistic quality it was critical to demystify the arts funding system to enable local artists and groups to secure their own funding. To enable this, a new and free training programme was developed, known as CATS (Community Arts Training in Slough). This gave artists, cultural organisations and local groups the inside information and confidence they needed to plan, fundraise, manage and promote their own cultural enterprises. The training was reinforced with a resource pack, Art & People, beautifully designed and free to anyone with an idea, inspiration, skill, talent or urge to do something creative. At first there was some scepticism about the need or demand for such training, with claims that ?there aren?t enough artists in Slough to sustain such an initiative?. However, the training was not just for artists. Interest was far-reaching, with people from housing associations, day centres, women?s groups, youth centres, health projects and even a chiropodist enrolling.
It soon became clear that the training was having an immediate impact because subsequent grant applications submitted were much more realistic and better presented. An additional bonus was an increase in the number of applications submitted, especially from Slough?s minority ethnic communities. Gone were the days when the same few groups applied year in, year out.
Hitting the jackpot
Finally, in 1997 the Lottery distributors created a funding scheme aimed at communities. By this time people in Slough were well informed and prepared. Forty applications were submitted to the Arts for Everyone pilot scheme, the highest application of any town in the South East. Around 15 were successful. People felt good about what had been achieved; even those groups whose bids had failed had learned something. People would be better prepared for the next time when the full scheme was launched. From April 2000 to November 2002 Slough generated 65 Awards for All applications with 57 successfully securing approximately £275,000. A number of these projects have evolved into independent companies and a network has developed encouraging self-support and collaborative working. To capture and reflect back the success of local artists, groups and community projects, the Council?s arts development team launched a newsletter highlighting local successes, projects and interviews, providing further information about the arts in Slough.
Diverse impact
An exciting momentum about the arts has developed in Slough, with local communities working alongside artists creating a diverse rolling programme of arts activities involving young people, minority communities, women?s groups and the elderly. The activities highlight and celebrate Slough?s cultural diversity and take place in libraries, community festivals, schools, and community centres, churches and youth clubs. Local groups are more aware of the impact the arts can have on their communities and are able to take ownership for themselves rather than being the passive recipients of imposed arts programmes. Evaluation is showing that more people are taking an interest in arts management as a possible career path, especially those from minority ethnic groups. The insight people gain into the creative industries from managing their own projects is invaluable for those looking to make career choices in such a complex industry. Similar training initiatives are being set up across the region; and many small-scale projects have developed into larger, more permanent initiatives. Slough?s long-term strategy of investing locally has clearly proved to be a sound investment.
Cultural vision
Since launching its first arts strategy Slough has seen a positive change in people?s perception of the arts and creative industries. Slough Borough Council?s bottom-up arts development approach has created a strong constituency for the arts and attracted regional and national investment into the town. Sustained activity in Slough is growing, as the arts development approach has helped to assemble a capacity-building programme that includes initiatives such as Slough Creative Partnership, Slough?s first Creative Academy, ICI inclusion in the arts, Black and Asian Theatre development, Space for Sports and Arts, and Art at the Centre. Two new arts facilities are also in the pipeline with support from Arts Council England.
The Heart of Slough will provide an exciting new cultural quarter for Slough and the region, driven by the town?s vision and underpinned by its creative communities, essential necessities to regeneration at the heart of any town or city. And as artists, community groups and arts organisations prepare to submit funding applications to the new Arts Council England, they do so with the confidence of knowing that they are better supported and informed than ever.
Andy Lee is Principal Arts Officer for Slough Borough Council
e: andyl@slough.gov.uk