There is also the opportunity of a national and regional role for The Showroom as one of thenew British Film Institute (BFI) Hubs. This would bring a major boost to public and educationprogrammes plus development of enterprise and skills projects supported by CreativeEngland.The strategy is to work in partnership with the city’s newly formed Cultural Consortium toleverage external investment from Arts Council England, Heritage Lottery Fund, BFI /Creative England etc, to maintain a viable, independent cultural sector that commissions andproduces authentic and independent content. We also need to offer quality mainstreamleisure activities,Night-timeHotels in the city report relatively strong weekend occupancy, which correlates with a strongnight-time offer as people come to the centre to go out on Friday and Saturday nights. Thisoffer has also been boosted with new investment from Genting that provides a broader offerin the evenings.Sheffield is the first city in Yorkshire to receive the Purple Flag award. This recognises greatentertainment and hospitality along with a positive experience to night-time visitors and users(between 5pm and 6am).Sheffield is one of six core cities to have achieved Purple Flag status alongside Bristol,Birmingham, Manchester, Liverpool and Nottingham.Events and animationThe chart below shows the projected impact of our current events programme.Whilst this demonstrates the impact of our key events, it also raises concerns because of thelack of future funding available. Without these events increasing footfall, there is the potentialfor footfall to drop and become a barrier to vibrancy.7

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