Cultural Strategy - Tameside Strategic Partnership

Cultural Strategy
A Cultural Strategy for Tameside 2008/2011
Tameside – “The People and the Place”

Contents
1. Introduction
2. Why Does Culture Matter?
3. Working in Partnership
4. Increasing Participation
5. Priorities of the Strategy
i. To use Culture as a tool to improve the
Health and Wellbeing of those living in
Tameside. (A Healthy population)
ii. To engender pride in individuals and
pride in the community.
(A Safe Environment)
iii. To bring people together and use cultural
activities as a positive tool to address
inequalities. (Supportive Communities)
iv. To maximise sporting potential and
the creative talent of all those living in
Tameside. (A Learning Community)
v. To improve our public spaces and improve
our local environment.
(An Attractive Borough)
vi. To promote Tameside to the outside
world as a place of interest and
importance. (A Prosperous Society)
6. Measuring Success
7. Summary of key actions
8. Key Contacts and Links
Foreword
Culture is anything we do that makes us feel alive; it’s what makes
us feel happy and brings quality to our lives. Culture defines who
we are as people and what we are as a community.
Culture is an essential element of our identity and is something
that is embedded. When we talk about culture we embrace a
much broader range of activities such as entertainment, parks,
heritage, countryside, creative industries and media in addition
to other popular cultural activities like sports, arts, libraries and
museums.
In Tameside we have a rich and varied heritage which is
celebrated by all.
This strategy recognises the positive influence that cultural
activity can play in the lives of individuals and how it can enhance
our communities. Taking part in activities increases our mental
wellbeing and can enhance the quality of life for people of all ages.
The aim of this strategy is to maximise the benefit that culture
on our develop opportunities for all who live, work and visit the
borough of Tameside.
Councillor Gerald P Cooney
Cabinet Deputy
Culture
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1. Introduction
Introduction
Tameside has an over arching Community Strategy
and seven thematic partnerships forming the
Local Strategic Partnership. Culture contributes
to the success of these thematic partnerships.
It has been demonstrated that culture contributes
significantly to the lives of those in Tameside and
it is recognised that the true benefits of culture in
our communities need to be realised. Culture is
recognised as an important cross cutting theme
in the delivery of the Community Strategy and
Tameside’s Local Area Agreement.
What does this strategy do?
Culture has a very specific contribution to
make towards community cohesion and social
engagement in communities as well as improving
health and educational attainment.
Tameside has a number of strategies and action
plans that contribute to cultural development,
for example in sports, play, museums, libraries,
tourism, talent, countryside and green space. This
Cultural Strategy does not replace these strategies
but provides strategic support and clarity to ensure
their success.
This strategy has been developed over the past 12
months, following consultation. The consultation has
taken the form of focus groups, workshops and “ask
the audience” sessions that resulted in the writing of a
draft strategy for consultation. The draft strategy has
been presented to a wide range of community groups,
partnerships and organisations that all have a role to
play in Tameside’s cultural development. The feedback
from these presentations has been used to produce
this final strategy.
“a good place to live, work and play for everyone now and in the future.
We want it to be a place where people of all ages and backgrounds feel at
home and able to get involved in the life of the community, where they can
contribute to a prosperous local economy, feel safe and healthy, and take an
active responsibility for the environment in which they live.”
(Tameside Community Strategy 2003-2013).
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2. Why Does Culture Matter?
Why Does Culture Matter?
Tameside is rightly proud of its heritage and this
is reflected in the large network of groups all
actively involved in celebrating and preserving our
past. By celebrating the traditions and heritage
of all our communities, we bring people and
communities together, providing greater harmony
and understanding. Tameside is also confident
about its future. We have improving public spaces,
talented individuals achieving great success and
groups that challenge traditional boundaries and
enthuse others to try new things.
Sport and exercise plays a vital role in improving
the health of those living in Tameside. There is
now a much better understanding of the value of
culture in this area and a greater appreciation
of how culture can help reduce the difference
in health outcomes across our communities.
Research shows that participation in sporting
activities can lead to improved physical and mental
health, such as reduced stress levels, a reduction
in anxiety and blood pressure, and in the number
of visits to GP surgeries.
Taking part in any cultural activity provides stimulation
and motivation. This is crucial to a person’s sense of
well-being and can be particularly important for our
elderly population. Culture can help keep older people
active and delay or reduce the need for residential
care.
Respect between the old and young is a key factor
influencing the quality of life of those living in
Tameside. Perceptions are that crime and in particular
youth nuisance are on the increase. By increasing
understanding and tolerance between old and young
we can improve the quality of life for residents of all
ages. The most effective long-term solution to reducing
youth nuisance is to provide positive activities and
cultural opportunities for our young people.
Culture helps to build safer and stronger communities.
Cultural involvement is proven to be effective at the
simplest level of distracting young people from antisocial
activity. Involvement in culture can lead to
changes in behavior by giving individuals a new outlook,
new friendships and access to new skills. Culture opens
up new opportunities for all members of communities
to learn more about themselves and others, creating
the social glue which keeps communities strong.
Culture is who we are and how we feel about ourselves
and our sense of place. Walking through Tameside
during ‘Britain in Bloom’ festival can provide us all with
a greatly increased sense of well-being. Many economic
developments have taken place in Tameside and many
more are planned. Developments such as Ashton Moss,
Ashton Market Hall, St Petersfield, Droylsden Marina,
and Huddersfield Narrow Canal restoration through
Stalybridge are all major step changes in improving
the feel of Tameside. This is enhanced through a
programme of public sculpture works, improved parks
and cleaner streets. How we plan our developments
and the care we take over our urban design and public
places will determine how Tameside feels as a place
for residents and visitors in the future.
This strategy recognises that culture
should not simply be measured by
what it adds to all of these very
important agendas, but that
culture in its
own right can
be life
enhancing for
individuals and
can change
our outlook
on life.
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3. Working in Partnership
Working in Partnership
Culture is what defines us and what we do as people
and it belongs to us all. Activities are organised
and delivered by organisations such as the Council
and government bodies, but most activities are
inspired and undertaken by enthusiastic people
within the community. Supporting the community
is key to getting more people participating.
In Tameside we have a diverse community in
which people get on well together. Tameside has
a Community Cohesion Partnership that works
successfully in ensuring that all communities have
shared values and that we have an opportunity to
celebrate diversity together in an inclusive way.
The work of the Community Cohesion
Partnership goes beyond issues of ethnicity
and it has far reaching action plans that focus
on intergenerational issues and addressing
inequalities.
There are many aims that are shared between the
Community Cohesion Partnership and the Cultural
Strategy, in particular the desire to bring people from
all sections of the community together and encourage
people to become more involved in their community.
It is recognised that the Community Cohesion
Partnership is the ideal partnership to drive forward
cultural development in Tameside. In recognition of
the importance of Culture, the Community Cohesion
Partnership will become the Cultural and Community
Cohesion Partnership.
The Cultural and Community Cohesion Partnership will
not achieve the ambitious objectives in this strategy
on its own. Other partnerships have a key role. For
example the Children and Young People Partnership,
Older People’s Partnership and housing partners
work successfully in delivering opportunities for people
in Tameside. Working with the Crime and Disorder
Partnership, activities for young people can help tackle
one of Tameside residents’ main concerns, namely
youth nuisance, by providing positive opportunities for
young people and helping change perceptions between
young and old.
Culture can be a key driver in economic development
and its major role in a person’s learning and trying new
experiences is crucial to the work of the Economic and
Learning Partnership.
A key priority of this strategy is to help improve the
health of those in Tameside, both physical health and
people’s overall mental well-being. Links with the
Health Partnership and the delivery of the Health
Inequalities Strategy is crucial to achieving success.
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4. Increasing Participation
Increasing Participation
This strategy identifies the many barriers to people
taking part in culture and through its implementation
it will work to remove these barriers where possible
and take positive steps to promoting participation.
Many people in Tameside participate in culture already,
35% of us take part in sport, over half visit museums
and two thirds are library members. The actions in this
strategy will provide access to even more opportunities
for all people.
Whilst increasing participation cannot guarantee that
we achieve all our outcomes, it can be easily measured.
The number of people taking part has been adopted by
Government as a principal measure of success in art,
culture and sporting activities.
A key challenge is to widen participation, to ensure that
people with mental and physical disability, from black
and minority groups and from all social classes play a
fuller part in our cultural and sporting life.
This can only be achieved by ensuring all activities and
venues are totally accessible, combined with targeted
activities that are of relevance and interest to all
sections of the community.
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4. Increasing Participation
Breaking Down the Barriers
Access to Community Buildings
Consultation has shown that the barriers to taking
part are varied and no quick fix exists. Access to
activities and facilities is key. Facilities such as the
Oxford Park and Ken Ward centres have proven
successful because they have been designed and
built in partnership with the local community. Local
buildings negate the need to travel, which is another
commonly stated barrier. It is not possible to provide
community buildings within walking distance of
everybody in Tameside, but it is possible to build
all new developments with transport links and the
local community as a primary consideration.
Many existing community buildings are old. Whilst
this provides buildings of great history, it can also
mean they are less easy to adapt to ensure they are
accessible to all. It is crucial that all buildings are
accessible and a programme of work is now in place
to ensure this.
Consultation has shown that residents want
better information on community buildings and
a consistent pricing structure. It is an aim of this
strategy to put this in place not only for Council
buildings but a portal that allows any building owner
to make it available for community use. Throughout
this strategy you will see actions to ensure that
everybody can take part.
Family focused activities
Family focused activities are a fantastic way of
bringing people together, changing perceptions and
bridging gaps between young and old. Throughout
this strategy you will see actions which provide
activities for both children and parents. Children
that take part will enthuse parents to also take part
and vice versa. When children attend activities they
are normally accompanied by an adult and this gives
a perfect opportunity to engage the whole family.
Faiths United
Faith groups across Tameside provide opportunities
for people to engage in culture and places of worship
provide a hub for activities. This strategy recognises
that faith goes far beyond simply increasing
engagement. Faith defines who people are and how
they live their lives and things need to be repeated
and valued by all those who live in Tameside.
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4. Increasing Participation
Over the coming years there will be a considerable
investment in Tameside Schools as part of the
Building Schools for the Future programme.
Over £220 million will be invested to provide state
of the art learning facilities that will also provide
cultural facilities for the community. All schools in
Tameside will become extended schools, allowing
the community to use sports and other cultural
facilities out of school hours.
The Government have asked all local authorities to
offer at least 5 hours each week for PE and other
cultural activities by the year 2010. By opening
school facilities to local communities, Tameside
will more than double the amount of community
venues available. These facilities will be affordable,
accessible to all and in locations at the heart of the
community.
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4. Increasing Participation
Volunteering
One area that can have significant impact on taking part
in culture is through increased volunteering. Currently
28% of people in Tameside volunteer. 4.1% volunteer
every week in sport alone. Over 60 people regularly
volunteer as countryside wardens. Each volunteer
allows more people to take part in an activity, for
example one volunteer sports coach can allow 50 or 60
children to take part in sport, a countryside volunteer
can lead a nature walk for 20 or 30 older people.
The voluntary sector and the statutory bodies are
implementing an agreed code for volunteering. This work
is aimed at making it easier to volunteer by providing
better support for volunteers and recognising the
great contribution volunteers make to the community.
It also ensures that we have a cohesive approach to the
volunteering network across the borough.
Key Actions to increase participation are:-
• Implement the Compact code for volunteering
• To develop and promote volunteering by providing
support and valuing their major contribution to our
communities
• Produce a single point of contact for information on
community facilities
• To review all our activities to ensure that everyone
has the opportunity to take part
• To work with local groups who own buildings to
maximise their usage for the wider community
• To ensure that all future community buildings will be
built in partnership with the local community which
they are designed to serve
• A focus on promoting family activities and
complimentary activities for young and old.
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5. Priorities of the Cultural Strategy
Priorities of the Cultural Strategy
This strategy has an over-arching purpose, which
is to increase the number of people taking part
in activities and to keep people involved. Through
increased participation, culture will help deliver
the priorities of the Local Strategic Partnership
and associated strategies for Every Child Matters,
older people, health inequalities, economic
development and crime and disorder.
Preliminary consultation took place to establish
what the community of Tameside perceived to be
their culture. Through workshops and electronic
voting it was established that a Cultural Strategy
should result in bringing more people together,
addressing inequalities, developing talent and
improving both mental and physical health. People
also want a cultural partnership and strategy led
“Culture is the mortar that bonds society”
“Culture makes the area a
worthwhile place to live”
(Quotations from Cultural Consultation)
by the community, for it to be inclusive and for it to be
about action and celebration, not talk.
A draft Cultural Strategy was published in June 2007
and this allowed focused consultation to take place
over the summer. This has established in more detail
what people in Tameside wish to see in a cultural
strategy and it identified where culture can make a
real difference. Key findings from this consultation
included:
• More could be done to support volunteers
• Access to facilities and activities for groups should
be made easier
• The contribution of faith groups and faith should be
recognised
• We need to push the boundaries and support
creativity in our community
• We should work to provide more positive
opportunities for young people to help tackle youth
nuisance
• Talent development should cover people of
all abilities and be focused on all people being
encouraged to achieve their full potential.
Specific priorities have been developed that reflect the
areas in which culture and cultural activities can have
maximum impact and improve the lives of those in
Tameside. The priorities of this Cultural Strategy align
which those of Tameside’s Community Strategy.
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The priorities are:
Priority 1
To use Culture as a tool to improve the Health and Wellbeing
of those living in Tameside.
(A Healthy Population)
Improving the health of the people in Tameside is a key priority
of the Community Strategy. One of the most influential factors
in determining a person’s health is their level of physical
activity. Culture and sport can play a major part in providing
more opportunities for people to get and remain physically
active and simulated, contributing to their mental health.
Priority 2
To engender pride in individuals and pride in the community.
(A Safe Environment)
Heritage is very important to the people of Tameside;
increasing awareness of this rich depth of history, from
the dawn of time through the last 2000 years, and allowing
people access to their past is vital in engendering civic pride.
Engendering pride in individuals through culture plays a major
role in developing a safe and cohesive community.
Priority 3
To bring people together and use cultural activities as a
positive tool to address inequalities.
(Supportive Communities)
Tameside has a harmonious community in which people get
along well together. Consultation has identified that a key
aim of this strategy should be to use culture to bring people
together from all our communities and of all ages and ensure
that nobody is excluded from taking part.
Priority 4
To maximise sporting potential and the creative talent of all those
living in Tameside.
(A Learning Community)
Getting more people involved in culture is a key aim of this strategy,
but it is also recognised that keeping people involved and providing
pathways will enable people to achieve their full potential and allow
talent to thrive.
Priority 5
To improve our public spaces and improve our local environment.
(An Attractive Borough)
Improving the environment remains a key priority for Tameside
and it is another area in which culture can play a major contribution
through providing high quality parks and public spaces that are well
maintained.
Priority 6
To promote Tameside to the outside world as a place of interest and
importance.
(A Prosperous Society)
Tameside continues to benefit from ever increasing investment. The
Cultural Strategy must build on this, creating a place that people wish
to invest in.
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A Healthly Population
Priority 1: Using Culture to improve Health and Wellbeing
Improving the health of residents in Tameside and
reducing inequalities in health outcomes is a key
priority of the Tameside Strategic Partnership.
Cultural activities play a significant part. Physical
activity through sport, leisure walks or dance all help
improve our physical health, where as other forms of
cultural activity can improve our mental wellbeing.
Sport and Physical Activity
From the 1966 World Cup winning scorer Sir Geoff
Hurst to the 2006 World Cup winner Simone Perrotta
and World Champion Ricky Hatton, Tameside has
more than its fair share of sporting heroes.
Tameside has a Sport and Physical Activity Strategy
that is vital in shaping how current and future
generations are introduced to the many benefits of
being active.
This presents a huge opportunity to get Tameside more
active and to increase the health of the Borough.
Tameside has an enviable record in school sport;
Tameside’s Sports Development coaches support
the delivery of high quality sport and physical activity
lessons in primary schools and positively influence
over 7,000 young people each week. All primary and
secondary schools take part in over 30 weeks of
swimming each year.
Council sports provision is only a small part of sport
in Tameside; Clubs and volunteers play a major part
in changing people’s lives through sport. Development
groups exist in each of the nine focus sports allowing
local clubs to joint develop action plans. A Tameside
Disability Sports Forum promotes more opportunities
for disabled athletes and supports the efforts of local
clubs, such as Tameside Owls and East Cheshire
Harriers Athletics Club.
follow. Sport is a key player in all regeneration schemes
in Tameside and it is a key tool in addressing health
inequalities and cultural cohesion within the borough.
Since 2000 there has been £12m of council
investment and £6m of successfully procured grant aid
for council owned sports facilities in Tameside. This
investment has included Medlock Swimming Pool,
Tameside Football Stadium and a number of Multi Use
Games Areas. There is still an existing need for further
investment to refurbish Tameside’s predominantly
ageing leisure facilities. The Trust have refurbished the
Medlock facility in Droylsden and are now commencing
the major refurbishment of Leisure Centres at Hyde,
Ashton and Copley in Stalybridge.
Tameside has led the way in creating a Sports and
Within Tameside 21% of residents exercise three
Physical Activity Alliance (SPAA) that brings together
times a week for the recommended 30 minutes or
all the major players in sport and physical activity.
more.
Tameside now has strong foundations to increase
participation in sport and to provide pathways for those
to take part and keep involved. Tameside has now been
adopted nationally by Sport England as the model to
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A Healthy Population
Mental Wellbeing
Getting involved in libraries, interests and activities contributes to our sense of wellbeing. By increasing
participation this strategy will help improve the mental wellbeing of those living in Tameside.
Specific prospects such as: Partnership for Older People Project, older people are being provided with
support to access services and cultural activities that improve wellbeing and promote independence.
Key actions to improve Health and Wellbeing are:-
• The Tameside Sport and Physical Activity Strategy (TSPAS) contains a comprehensive action plan that
has been developed with partners. This cultural strategy supports the delivery of the TSPAS
• The Sports and Physical Activity Alliance brings together all partners involved in promoting sport and
physical activity in Tameside. This strategy supports the Alliance and its associated action plans
• The Play Strategy for Tameside has facilitated a fully funded programme of active play within children’s
centres for pre-school children. This is being developed through a play development manager
• To promote a wider range of physical activities that are suitable for all ages and all abilities
• Through the Partnerships for Older People Project (POPPS), to provide and assess the
effectiveness of activities for older people that help retain a persons independence
• Supporting the Arts for Health Group at Haughton Green, and groups like it,
which build social network and mental well-being through creative
expression.
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A Safe Environment
Priority 2: To engender pride in individuals and pride in the community
Celebrating our Past
We want people in Tameside to be proud of where they live
and to take pride in Tameside’s past and present and to be
confident about our future.
Key to this is developing an environment that celebrates our
heritage.
Projects such as; public sculpture programme, celebrating
famous people from Tameside’s past. Statues have included
LS Lowry to Jack Judge, who wrote the wartime classic song
‘It’s a Long Way to Tipperary’.
Our Town Halls and Civic Halls are an important focus point
for our communities and they reflect the rich history and civic
pride of our major towns. These have been sympathetically
refurbished to provide 21st century facilities for our
communities and now incorporate visitor attractions such as
Setantii in Ashton Town Hall
These projects ensure that our heritage is available for future
generations to learn, appreciate and enjoy.
Museums
Tameside has three Museums; Portland Basin Museum, the Museum of the Manchester Regiment and the
Setantii – Tales of Tameside. The borough also has three Art Galleries; Central Art Gallery, Astley Cheetham
Art Gallery and the Rutherford Gallery
Their remit is to collect, preserve and exhibit objects for all sections of the community. The Museum Service
works hard to make the public collections and exhibits accessible to as many visitors as possible, providing
educational materials, talks, workshops and reminiscence sessions.
The Museum Service has continued to build upon its reputation for serving the local community, and
delivering an education and information service.
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A Safe Environment
The museums in Tameside attract nearly 200,000
visits each year, more than half of these being
repeat visitors.
The museums and galleries continue to develop.
Setantii opened in 2002 telling the history of
Tameside, the Forshaw gallery which opened in
2006 tells the life of a soldier in the Manchester
Regiment and in 2008 the Rutherford gallery will
open in Hyde displaying a collection of watercolours
by local artist Harry Rutherford.
The museums have a focus on community
involvement.
Visitors have been encouraged to contribute their
memories and valued objects to the exhibition
and this approach engendered a new sense of
ownership and interest beyond the duration of the
show. Popular shows have included; Sixties Scooter
mania, Football Fever, Bear Necessities and Dig It!
The museums also offer free visits for over 10,000
school children each year.
The Museums and Galleries have a Forward Plan for
2007-2010. In this document the strategic objectives
for the next three years have been set out.
Tameside’s Local History Forum
Tameside has a very active Local History Forum
reaching almost 1,000 members. The forum
produce an annual publication and also publicise
and organise Tameside’s celebrations as part of a
national ‘Heritage Weekend’.
Local Studies and Archives
In 2005 we opened a dedicated Local Studies and
Archives Centre, which has just received 2 stars in
The National Archive assessment making it one of
the best in the North West.
In 2005 we ran a Heritage Lottery Fund (HLF) project
to record the memories of people who came to
Tameside from the Indian sub-continent in the 1950s,
60s and 70s. The result is over 150 tape-recorded
interviews in various languages, but all transcribed
in English. Photographs were also collected and can
be seen on the Tameside Image Archive. An exhibition
and a book, ‘Here to Stay,’ were also produced.
Archaeology
Tameside has a fascinating past and rediscovering this
history through archaeological digs has proved to be an
excellent way to get school children and the community
interested in heritage. Tameside has had a series of digs
in association with the University of Manchester at Park
Bridge and Gorse Hall. This work has been so successful
that Tameside Council are now leading on a large
Lottery project to have digs undertaken across Greater
Manchester.
HERE TO STAY
Memories of Bangladeshi, Indian
and Pakistani People Who Have
Come to Live in Tameside
Nazrul Hoque, Zameer Malik,
Falguni Patel and Sameena Zaheer
This facility allows for the safe collection and
preservation of historical documents, whilst
providing Tameside’s residents and visitors
with access to Tameside’s archives. Through a
partnership between the Council and the University
of Manchester, books have been produced detailing
the history of Tameside for future generations. Tameside MBC 2006
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A Safe Environment
Building a safer and stronger community of which people
can be proud is key to our success. Taking pride in ourselves
as individuals and pride in others’ achievements contributes
significantly to the strength of our community.
When people of all ages are asked what they would like to see
more of in Tameside, an overwhelming response is that they
would like to see more positive activities for young people and
more young people taking part. The key driver for this response
is that people relate increased participation with youth nuisance.
An extensive range of activities exist, but consultation shows that
we need to do more to attract young people to these activities
and provide activities that young people want. Major surveys of
young people have now established what they want and what
the barriers are to taking part. These surveys are to be used as
a basis for developing cultural activity for young people in the
future.
Programmes such as Pathway into Sport is recognised as one of
most successful Children’s Fund schemes in Tameside and has
helped engage young people who have been difficult to engage
through other methods.
Key Actions to engender greater pride in individuals and
our community:
• To fully implement the Museums and Art Galleries
Forward Plan 2007-2010
• To create a new Harry Rutherford Gallery that celebrates
the work of the Hyde artist
• To extend Archaeological work with the University of
Manchester, providing greater community engagement in
our local heritage
• To expand the introduction of heritage artworks to all
towns in Tameside, celebrating local people and places of
interest from the past and present
• To work with partners to ensure that positive activities are
seen as a keen tool in addressing youth nuisance.
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Supportive Communities
Priority 3: To bring people together and use cultural activities as a
positive tool to address inequalities
In 2007, the largest national study of its type
took place into how communities can improve
cohesion and integration. A great number of the
recommended actions and good practice can be
seen in Tameside, making Tameside a place where
people of different backgrounds get along well
together. The Community Cohesion Partnership in
Tameside brings together representatives from all
sections of society. The group’s strategy and action
plan have further helped to maintain and improve the
cohesion and integration within our communities.
Celebrating the cultures and lifestyles of the many
different people living in Tameside helps to bring
better understanding between people of different
ages, ethnicity and religious beliefs. Culture can
play a major role in changing attitudes.
Events
A year long programme of public events is delivered
across the borough working closely with many
partners to provide opportunities for local residents
to experience the arts in many different ways. The
programme includes international music concerts,
Proms in the park, street theatre, Diwali, Eid, Blue
Plaques, brass band contests, Ellen Barnes Lecture
Series, Christmas Switch On’s and Carnivals.
Community Cohesion Events
Working more closely with the community has been a
strong focus of the work within Arts & Events. Diwali
and Eid events have been created and developed
directly with the community through consultation.
Steering groups have been established with local
residents to agree the format and direction of the
events. This direct input has enabled there to be
ownership of the work to be placed within the local
community with residents.
Key actions to bring people together:
• To establish the Community Cohesion Partnership as the lead body in delivering the Cultural Strategy
and expand it to create the Cultural and Community Cohesion Partnership
• To develop a joint Cultural and Community Cohesion action plan
• To support events and activities that focus on celebrating a shared set of values across all of Tameside’s
communities
• To establish a volunteering protocol for all Tameside agencies and to provide a support network to
increase volunteering
• To expand the community cohesions event calendar to include events by all agencies
• To work with Faiths United to support events that are inclusive and promote better interfaith relations.
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A Learning Community
Priority 4: To maximise sporting potential and the creative talent of all
those living in Tameside
Sporting potential
A talent identification scheme for maintaining
sporting potential is underpinned by the Tameside
Talent Strategy that provides specialist coaching
and mentoring for young people with the potential
to excel.
The Sports Volunteering Scheme is developing
to involve adults as well as young people and will
offer additional support around the development
of business skills. This will allow volunteers to set
up as freelance exercise instructors and coaches
and become locally accredited to go onto a local
data base from which they can be sign posted to
volunteering opportunities and paid work when
relevant. Our target is to attract 100 new sport
volunteers per year.
New Libraries for Tameside
Libraries in Tameside are one of the key providers of
informal lifelong learning opportunities, allowing people
of all ages to achieve their full potential.
Public libraries are an integral part of our civic heritage,
contributing to the fabric of our towns and cities and
providing a gateway to free sources of information for
those interested in cultural pursuits.
Tameside’s Library Service is delivered through13 static
service points and 2 Home Library Service vehicles. In
addition small collections of adult fiction are provided
in two Post Offices and a Library access point in a
community hall, with a collection of books and 3 PCs. We
also provide a Patient Information Service (Infopatient)
at Tameside General Hospital where patients and their
carers can get information about diagnosed conditions.
Our Mission is to be a continually improving modern
library service that is responsive to the needs of the local
community, having at its heart the promotion of reading
and lifelong learning in its widest sense, access to digital
skills and services, and the provision of facilities which
are open, accessible and inclusive and play a significant
part in establishing the local community identity.
34 35

A Learning Community
We aim to provide stock that will attract and
retain users and will provide the widest possible
choice of materials. We provide stock that meets
the expressed or anticipated needs of the whole
population of Tameside, recognising the need for
material particularly targeted at socially excluded
groups, including the visually impaired and those
whose first language is not English. We have a
positive nondiscriminatory attitude to gender, race,
disability and other related topics.
We provide a customer focus to stock management
by listening and responding to the expressed needs
of users by the use of surveys, statistical information,
customer comments and staff knowledge of
customer needs. We will also involve some targeted
customers in stock selection, for example members
of the Bengali community in Hyde and teenagers.
There are over 1 million visits to libraries every
year and over 1 million items issued. The Home
Library Service visits over 10,000 households every
year ensuring everybody has access to books.
Around 50% of the Borough’s population are library
members, of whom around half are active users
within any twelve month period.
The “New Libraries for Tameside” strategy, written
in 2005, has allowed us to undertake a major
refurbishment programme and provide modern
libraries that cater to the public’s needs whilst
still retaining a high score against the Public
Library Service Standards. We have made sure our
buildings are accessible to all and welcoming with
any barriers being removed.
We provide a comprehensive annual events
programme and ensure that there is something for
all to encourage not only reading but also informal
learning and computer skills.
Arts Network
The Tameside Arts Network aims to help arts groups to
promote their work and to put people in touch with each
other. Producing regular newsletters with contributions
from arts groups across the Borough, the network acts as
a central point for groups to liase with each other and the
Council.The network involves people directly in local arts
work who are passionate about promoting the work they
do.The network believes that Tameside People, young and
not so young, should have a full opportunity to enjoy the
arts.
Tameside Arts Development work is borough-wide,
focusing on priority regeneration areas and works to
engage local residents of all ages to participate in cultural
and creative activities. Work is planned and delivered
through direct involvement with local residents and
young people, ensuring impact on improvements to the
neighbourhoods and the quality of life experienced by
local people.
36 37

A Learning Community
Projects from the Arts and Regeneration programme work towards
improving life chances for young people, improving health and well
being, increasing community cohesion and employment and training
opportunities.
From the Bridge to the Ridge is an innovative local heritage project
which has promoted a new understanding of the history of Ridgehill,
Stalybridge, for local residents; from Primary Schools and youth
groups to older adults. The project launches a new Heritage Trail,
Map and DVD, containing interviews and short films.
10 Minutes from Home is a photography project with residents of
Hattersley, which led to one young person exhibiting work at the
Lowry, Salford.
Pixelate is a creative new media project in partnership with Let’s
Go Global, engaging Hattersley residents in internet broadcasting
activities. Their first broadcasts are available at www.letsgoglobal.tv
GMMAZ On Top of the World allows Tameside to work in partnership
with Greater Manchester Music Action Zone. Young people from
Tameside’s regeneration neighbourhoods have developed their
musical skills and talents in a series of programmes, culminating
in high profile performances at the Bridgewater Hall, Manchester,
the Lowry, Salford and the Youth Arts Showcase at Tameside
Hippodrome.
Key actions to maximise sporting potential and creative talent:
• Implement the Talent Strategy and develop our talented sportsmen and women
• Use more local talent in our events such as Battle of the Bands
• Association for Coaches and Leaders
• Identify and develop a virtual ‘cultural quarter’ for Tameside that encompasses places that can
be used for a range of cultural activities and creative industries
• To develop a new Arts Strategy for Tameside
• To support and develop the Tameside Arts Network as a hub for Arts development in the
Borough
• To continue to develop the Local Studies and Archive Centre.
All these projects and more can be found at www.madcat-arts.org.uk
38 39

An Attractive Borough
Priority 5: To improve our public spaces and improve our environment.
The environment in which we live plays a major part in our overall sense of wellbeing. Tameside has
been transformed in recent years through major investment in our towns and public spaces. Winning
the North West Britain in Bloom award for three years in succession, doubling our number of green
flag parks and investing in public artworks all contribute to providing a more attractive and rewarding
environment for us to enjoy.
Countryside, Parks and Open Spaces
Countryside
Tameside’s Countryside Strategy sets a vision for a
place where landscape, heritage, nature conservation
and recreation are in balance. It is a place where
heritage and natural beauty are safeguarded, where
wildlife thrives and where visitors, regardless of their
ability or background can spend an enjoyable, healthy
and fulfilling time.
Tameside has a great variety of countryside to enjoy,
from the meadows and woodlands of the valleys in
the south, to high open moorland in the east. It is a
countryside rich in heritage and wildlife. As well as
the valleys of the Rivers Tame, Medlock and Etherow,
Tameside has three Country Parks, four Local Nature
Reserves and a fine canals network.
No part of the built up area of the Borough is more
than 1.5 kilometres from accessible countryside. With
over 126 miles of paths, providing everyday contact
with landscape and nature, important for the health,
wellbeing and quality of life of the local community. The
main Countryside sites attract around 375,000 people
to them each year.
The Countryside Service comprises of rangers,
information officers, administrative support and an
estate team. Additionally up to 75 voluntary rangers
provide invaluable support and assistance, contributing
around 950 days each year to the Service.
The Countryside Service currently has Green Flag
Awards at Park Bridge, Werneth Low Country Park and
Lymefield and Broad Mills Heritage Site.
The annual countryside events and activities programme
attracts some 6,000 people to a wide range of events
from flower and bird identification walks to family craft
activities.
Visitor Centres at Park Bridge, Lymefield in
Broadbottom, Werneth Low Country Park and
Stalybridge Country Park attract 20,000 people each
year and as well as being an important link with the
local community, provide a focal point for visitors
requiring information about the countryside.
For younger people the Countryside Service operates a
Kids In The Environment (KITE) group for 7 to 11 year
olds and a Young People’s Conservation Group for 12 to
17 year olds. Both are well attended and are constantly
developing.
40 41

An Attractive Borough
A number of sites in Tameside have been designated
for their nature conservation interest. Three sites
have been given national statutory protection as
Sites of Special Scientific Interest (SSSIs). Over 50
sites have also been designated as Sites of Biological
Importance (SBIs) by the Greater Manchester Ecology
Unit, in partnership with the Council. These sites, of
local or regional importance, do not have statutory
protection, but they are protected from development
wherever possible through the Unitary Development
Plan (UDP).
There are also four Local Nature Reserves (LNRs) in
the Borough, which were designated between 1999
and 2002.
Urban Parks
Tameside’s urban parks provide easy access to
places to exercise, play or to get together with others.
Tameside has invested in both country and urban
parks which has included a multi-million pound
refurbishment of Hyde Park in conjunction with the
Heritage Lottery. This is to be followed with a further
bid to Heritage Lottery to refurbish Stamford Park.
Most parks have facilities for all ages, including play
areas, multi-use games areas and bowling greens.
A Greenspace Strategy is currently being developed
and will map the future for all Tameside’s parks.
Town Centres
Town Centres are a place where people come
together and where we spend a lot of our leisure time.
By having high quality public space we encourage
pride in our towns and increase the amount of
time people of all ages spend there. Our towns
are improving at a rapid rate as we successfully
encourage the growth of business, retail, leisure
and housing developments. Large developments
are occurring in Ashton St Petersfield, Ashton Moss,
Droylsden Marina, Stalybridge Canalside and Crown
Point North Shopping Centre. These developments
are revitalising the local economy and increasing
positive perceptions of the borough as a place to
live, work and play. Providing a sense of place cannot
come from major developments alone, they have to
link with local initiatives that give the community
a feeling of identity. Using good urban design with
recognisable signage, a template of colours for
street furniture and paving and installing public
sculptures that are relevant to particular areas all
help to express the identity of our local areas.
Improving the environment has been a key priority for
Tameside’s Strategic Partnership for a number of years.
We have seen greater satisfaction with the cleanliness
of our streets and have seen success in Britain in
Bloom, winning the regional award in 2005, 2006 and
2007. Tameside were also runners up nationally in
2006, but the best in England.
Key actions to improve our public spaces and
improve our environment
• To increase the number of green flag parks by at
least one each year.
• To implement a new Countryside Strategy for
Tameside
• To increase the number of designated nature
reserves in Tameside
• To introduce more public artworks and sculptures
across Tameside
• To represent the North West in the National Britain
in Bloom finals
42 43

A Prosperous Society
Priority 6: To promote Tameside to the outside world as a place of
interest and importance offering a diverse, inclusive
and quality visitor experience
Tourism
Tameside is a non traditional urban
destination; its tourism offer and core
products are based on the strength of its
heritage and culture supported by a well
established countryside product.
There has been and will continue to be a
significant growth in shopping/retail and
business tourism this will increase visitor
numbers and provide secondary spend for
our visitor attractions.
Tameside’s visitor economy is affected by national and
regional trends and it is well placed to take advantage
of these, A recent survey undertaken by Visit Britain
showed that;
• Nationally more people visited towns and cities than
coastal or countryside locations
• Visits to urban locations have risen by 6%
• Visits to museums and galleries have increased by
8% more than any other sector
• Museums and galleries represent 1/3 of all visitor
attractions
• Places of worship and faith tourism is becoming a
very important market sector.
Perceptions and expectations of the tourism product
in Tameside are strongly influenced by its culture,
its history and tradition. The most important market
sectors are the day visitor and visiting friends and
relatives. This is likely to be the case for the foreseeable
future, however, overnight stays and weekend breaks
are new opportunities which will further strengthen
our product offer.
These new opportunities have resulted from the
improved quality of the bed stock and the addition
of three new hotels adding in the region of 250 bed
spaces.
Tameside’s improved environment, image and
infrastructure will continue to drive new investment into
the visitor economy. A consequence of this will be new
training and employment for local people who otherwise
would need to seek work in the regional centre. These
are quality jobs with highly transferable skills. The
notion of tourism as a low pay low skill employer is
changing in line with consumer expectations.
44 45

A Prosperous Society
The council has invested and continues to invest
in its Tourist Information Service. The tourist
information centre uses the latest technology and
offers an extensive range of services. The centre
is unique in so far as it is the only one in the North
West to operate a fully licensed rail travel agency.
All Tameside’s main visitor attractions are fully
accredited under the Visit Britain , Visitor and
Attraction Quality Assessment Scheme, VAQAS
Key actions to promote Tameside to the
outside world, as a place of interest
• Implementation of the Strategy will build on
Tameside’s excellent cultural offer attracting
interest and visits to the borough
• A new tourism and visitor strategy in keeping
with the new destination planning concepts
and integrated with sub regional and regional
tourism strategies
• A new web site, with more interactive links to
national sites and Tourism service providers
• A new conference and venue brochure
• A more extensive out reach programme for
local schools and colleges
• Continued development of heritage open days
• A new young person’s heritage passport
scheme aimed specifically at engaging
young people in future heritage and cultural
programmes
• Continued development of the quality theme
working closely with local businesses
• Extensive events programme.
46 47

6. Measuring success
The Government has developed a set of 198 key performance indicators which will underpin
the new performance framework. We will use some of these indicators to measure the
success of the Cultural Strategy.
How will we measure success
A Comprehensive Performance Framework is in place to monitor the success of this strategy and its
associated strategies and action plans. Below is a sample of the key areas in which we will measure
success.
• Participation in regular volunteering
• Adult participation in sport
• Use of public libraries
• Visits to museums and galleries
• Engagement in the arts
• Overall general satisfaction with local area
• Percentage of people who believe people from
different backgrounds get on well together.
• The total number of visits to cultural and
recreational facilities
• Satisfaction with cultural and recreational facilities
• Satisfaction with cultural activities
• The number of Green Flag Awards for our parks
• Success in Britain in Bloom
• Number of visits by educational groups to cultural
and recreational facilities
• The number of overnight visits to Tameside
• Resident satisfaction with the environment
• The number of people taking part in sport and
active recreation
• The number of people that are physically active 5
times a week for 30 minutes or more.
48 49

7. Summary of key actions
Area
A Healthy
Population
Key actions
Key actions to improve Health and Wellbeing are:
• The Tameside Sport and Physical Activity Strategy (TSPAS) contains a
comprehensive action plan that has been developed with partners. This cultural
strategy supports the delivery of the TSPAS
• The Sports and Physical Activity Alliance brings together all partners involved
in promoting sport and physical activity in Tameside. This strategy supports the
Alliance and its associated action plans
• The Play Strategy for Tameside has facilitated a fully funded programme of active
play within children’s centres for pre-school children. This is being developed
through a play development manager
• To promote a wider range of physical activities that are suitable for all ages and
all abilities
• Through the Partnerships for Older People Project (POPPS), to provide and
assess the effectiveness of activities for older people that help retain a persons
independence.
Area
A Safe
Environment
Key actions
Key Actions to engender greater pride in individuals and our community:
• To fully implement the Museums and Art Galleries Forward Plan 2007-2010
• To create a new Harry Rutherford Gallery that celebrates the work of the Hyde
artist
• To extend Archaeological work with the University of Manchester, providing
greater community engagement in our local heritage
• To expand the introduction of heritage artworks to all towns in Tameside,
celebrating local people and places of interest from the past and present
• To develop and market positive cultural activities for young people where youth
nuisance is perceived as a problem for local residents.
50 51

Area
Key actions
Area
Key actions
Supportive
Communities
Key actions to bring people together:
• To establish the Community Cohesion Partnership as the lead body in delivering
the Cultural Strategy
A Learning
Community
Key actions to maximise sports potential and creative talent:
• Implement the Talent Strategy and develop our talented sportsmen and women
• To support events and activities that focus on celebrating a shared set of values
across all of Tameside’s communities
• Use more local talent in our events such as Battle of the Bands
• Association for Coaches and Leaders
• To establish a volunteering protocol for all Tameside agencies and to provide a
support network to increase volunteering
• Extend and develop volunteers by making it easier for volunteers to get involved
• To expand the community cohesions event calendar to include events by all
agencies
• To work with Faiths United to support events that are inclusive and promote
better interfaith relations.
• Encourage the growth of creative industries in the borough, within the framework
of the Greater Manchester Strategy and supported by the Creative Industry
Development Service
• Identify and develop a ‘cultural quarter’ in Ashton that could encompass places
that can be used for a range of cultural activities and creative industries.
• To develop a new Arts Strategy for Tameside
• To support and develop the Tameside Arts Network as a hub for Arts development
in the Borough.
52 53

Area
Key actions
Area
Key actions
An Attractive
Borough
Key actions to improve our public spaces and improve our environment
• To increase the number of green flag parks by at least one each year
• To implement a new Countryside Strategy for Tameside
A
Prosperous
Society
Key actions to promote Tameside to the outside world, as a place of
interest
• A new Tourism and Visitor Strategy in keeping with the new destination planning
concepts and integrated with sub regional and regional tourism strategies
• To increase the number of designated nature reserves in Tameside
• To introduce more public artworks and sculptures across Tameside
• A new web site, with more interactive links to national sites and Tourism service
providers
• A new conference and venue brochure
• A more extensive out reach programme for local schools and colleges
• Continued development of heritage open days
• A new young person’s heritage passport scheme aimed specifically at engaging
young people in future heritage and cultural programmes
• Continued development of the quality theme working closely with local
businesses
• Extensive events programme.
54 55

8. Key contacts and links
The Strategy will be subject to an annual review, however if you have any comments you wish
to make please send to a contact below.
For any further information about the Cultural Strategy and its priorities for action and/or
anything else relating to culture please contact:
Cultural & Customer Services
Tameside MBC
www.tameside.gov.uk
Adam Allen - Assistant Executive Director
Tel: 0161 342 3304
Email: adam.allen@tameside.gov.uk
Carl Baron - Service Unit Manager - Countryside
Tel: 0161 342 2320
Email: carl.baron@tameside.gov.uk
Emma Varnam - Service Unit Manager - Museums & Galleries
Tel: 0161 343 2878
Email: emma.varnam@tameside.gov.uk
Leanne Feeley - Service Unit Manager - Arts & Events
Tel: 0161 342 3385
Email: leanne.feeley@tameside.gov.uk
Mandy Kinder - Service Unit Manager - Libraries & Customer Services
Tel: 0161 342 2061
Email: mandy.kinder@tameside.gov.uk
Mark Tweedie - Service Unit Manager - Sports & Physical Activity
Tel: 0161 609 1238
Email: mark.tweedie@tameside.gov.uk
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