The bid for UK City of Culture has galvanised the city, generated unprecedented positive media coverage with an editorial value of £1,497,820 of positive media coverage and has already laid several strong foundations for the development of culture and the creative industries. In 2019 a strategic investment of £1,435,000 was committed, this investment has generated a return of £5,231,928.  The report of the Strategic Director of Place (Document “E” TO FOLLOW) looks at how the district can maximise momentum, address gaps in place and investment marketing and continue the commitment to culture & creative industries as driver to support our ambitions for clean growth, making the Bradford district a stronger palace to invest, promote and live. The report also requires a decision on the strategic development of a Place Marketing and Investment Partnership for Bradford. (See Appendix 1)

It looks at how can we optimise the momentum and legacy of bidding to the greatest advantage for Bradford district.

NOTE: due to the complex and evolving nature of the information informing this item, the report is still under finalisation and will therefore be delayed in distribution, but will be provided as soon as it is finalised.

(Nicola Greenan – 01274 431301) 

NOTE: as the result of the City of Culture bid was announced after the agenda for this meeting was published, the report was still under finalisation, it was published as soon as it was finalised in accordance with paragraph 9.4 of Part 3B of the Constitution.

The bid for UK City of Culture had galvanised the city, generated unprecedented positive media coverage with an editorial value of £1,497,820 of positive media coverage and had already laid several strong foundations for the development of culture and the creative industries. In 2019 a strategic investment of £1,435,000 was committed, this investment had generated a return of £5,231,928.  The report of the Strategic Director of Place (Document “E”) looked at how the district could maximise momentum, address gaps in place and investment marketing and continue the commitment to culture and creative industries as driver to support our ambitions for clean growth, making the Bradford District a stronger palace to invest, promote and live. The report also required a decision on the strategic development of a Place Marketing and Investment Partnership for Bradford. (See Appendix 1).  It looked at how to optimise the momentum and legacy of bidding to the greatest advantage for Bradford District.

The Leader welcomed the bid team and thanked them for all their work over the years, involving a significant number of people across the district.

Members were advised that the authority was learning from other cities to maximise the legacy of the City of Culture.

The Bid Director thanked Councillors for their support.  The next step would be to recruit a senior leadership team, expand the Board and appoint to 50-70 roles.

The Chair of Bradford City of Culture Bid thanked the Council for having the vision and confidence in the bid and giving the whole of the district this opportunity.  She added that there was a need to maintain the good will nationally and the relationship with artist and businesses in the district.

The Healthy People and Places Portfolio Holder thanked the team and partners in delivering a once in a lifetime opportunity for the district.  She added that Bradford was the youngest city in the Country and was entrepreneurial, enthusiastic and energetic.

In response to a question from an opposition member the Director of Finance confirmed that the Council had earmarked £8m of reserves and now that the bid had been successful this would be set up as a specific City of Culture budget line.

The Leader noted that the successful bid was fantastic news for the whole of the district and an opportunity to move forward.  She added that there was a need to make the most of the investment opportunity for the district. 

Resolved –

(1)       That the Executive recognises the importance of securing and maximising the legacy of bidding UK City of Culture irrespective      of the             outcome of the bid and sees the cultural, economic and    social benefits to be gained by 2030 in both scenarios.

(2)       That in the event of winning, the executive considers further full          legacy investment for district of £7,119,434 will be required to     realise levelling up gains of a successful bid.

(3)       That the Strategic Director of Regeneration explores further       funding opportunities from external agencies and partners   alongside the Council’s own funding.

(4)       That additional investment is proposed to be identified within   2023/24 budget proposals and Medium Term Financial Planning     considerations and reported to the Executive as part of future          budget consultation exercises.

(5)       That support recommendations to invest in a Place and  Investment   Marketing Partnership at £309,000 a year for staff           costs, and hosting costs, with additional marketing, PR andcampaigns resourced at £275,000 through realignment of some            existing budgets and securing funding from other partners which       is included in the above commitment            of £7,119,434 million

ACTION: Strategic Director of Place