Arts charity Cheltenham Festivals, which hosts Cheltenham Jazz, Science, Music and Literature festivals, has launched ‘The Next Chapter‘, a target to make 50% of its events and activities held across the four festivals free by 2030.
As reported by the BBC, this five-year strategy will also expand the organisation’s work in underserved communities and with young people. The festival said its aims for the project “will deepen [its] commitment to young people, expand how we work with underserved communities and grow the partnerships that enable creativity to drive meaningful change.“
The festival wants to reinvest £37m into the cultural economy through the initiative, which will come from ticket sales and sponsorship opportunities, engage 450,000 children and young people in arts and culture and double its engagement with residents from the most economically deprived areas of Cheltenham. The Next Chapter also includes a year-round commitment to community engagement.
Ali Mawle, co-CEO of Cheltenham Festivals, said: “The UK’s cultural context is complex; our vision is simple: building a happier, fairer, more resilient future through equitable access to culture. Our new strategy, The Next Chapter, lays the foundations for our continued growth and evolution, as a nationwide values-driven charity.“
