Finally, at the fourth attempt, we not only were sent to Coventry, but we actually got there!
The first thinkingplace best practice event was a resounding success based on the feedback we got, and we’re so grateful for the fantastic turnout and amazing speakers.
The iconic Telegraph Hotel (former home of the newspaper) really wowed the audience with its sensitive redevelopment, and it was a hugely appropriate home for the session.
Dr Martin Reeves, CEO of Coventry City Council, inspired the audience with his view of the future for places focussing on the need to recognise the challenges (which often open up opportunities) not be swamped by them, to focus on the assets you have got, to create collaborations outside your patch, all whilst having your eyes down dealing with everything from the cost of living to climate change, and also keeping your eyes up to celebrate successes and look to the future.
Cristian Marcucci, Assistant Director of Communications from Staffordshire County Council and Dom Stevens, Destination Chesterfield Manager, set out how you could approach funding place marketing activity even in challenging times. In Staffordshire, an ambitious business case was put to the County Council which was accepted, and despite being a calculated risk is already reaping fantastic results in terms of profile, reputation and investment. Chesterfield relayed how a cocktail of funding could be used, from Government funding pots to EU funding, council support and private sector contributions; a successful 10-year journey.
The whole day made clear how important stakeholder engagement is and Kate Ingram, Strategic Head of Economy and Growth at Burnley Council along with Rachel Bayley, Burnley Place Brand Manager, illustrated the 15 year and counting (!) Burnley experience and how their ‘coalition of the willing’ had helped drive change, with the majority of their Bondholders (ambassadors) being SME’s and micro businesses. Les Ratcliffe, Chair of the Coventry and Warwickshire Place Board, talked about their equally impressive 10 year old Champions Programme which has seen them take their message to Birmingham and the Shard, initiating events such as Moto Fest and RISING (the global peace and reconciliation platform).
Sara Whelan, Place Brand Strategy Manager for Hemel Hempstead, discussed an increasingly important aspect of place-led activity, that is ensuring the regeneration and ‘change’ in a place, which could be anything from new developments to public realm, is driven by the place narrative. This helps make sure that stakeholders get the place they want thus engendering confidence in the community and a coherent experience. This is an exciting new initiative for the Local Authority and partners, already helping to deliver things differently.
The last 10 years have seen a transformation in the role and importance of culture in place development. Paul Williams, Chair of Stoke on Trent’s Cultural Destinations Partnership and Board Member of We Are Staffordshire, demonstrated how Stoke on Trent’s failed UK City of Culture bid was a success in igniting interest in and bringing people together to create a cultural offer. This is transforming how the city is perceived and connecting people to place in a really visceral way.
Finally, Peter Anderson, Creative Director of thinkingplace and founder of Peter Anderson Studio, took the audience on a fascinating exploration of the visual potential of communicating place from photography to visual language, words, public realm, sculpture and so much more. This brings colour and animation as well as life to spaces and buildings and helps project a vibrant and coherent place, with everything still driven by that all important strategic story at the heart of the brand.
We wrapped up with a great discussion session with people bringing their ideas, thoughts and challenges to the floor and making connections with other places, it was a fantastic dynamic.
It might have been a long time coming but it was everything and more we hoped it would be, and we’ll be doing it all again in 2023!
Here’s what a few of our delegates had to say about the event:
