2016 Vale of Usk LEADER Funding Application Form

Title of your Project: Abergavenny Castle Summer Events Project

Section 1: Information about your group or business

Main Contact Details

Name: Rachael Rogers Telephone Number: 01873 854282

Your role in the Group: Curator

Email address: rachaelrogers@monmouthshire.gov.uk

About your Group

Group Name:

Abergavenny Museum and Castle (MCC)

When was it established?

The Museum was established in 1959. The Castle in 1090!

Your Group’s main purpose:

Providing museum and event facilities for the local community and the tourists.

Do you have a bank account?

Yes – details as per Monmouthshire County Council

Section 2: Details about your project – please see attached score sheet to see how your project will be scored.

2aProject Post Code Project Start Date Project End Date

NP7 5EE February 2017 February 2018

The aim of the project is to increase the sustainability of Abergavenny Museum and Castle by trialling a year round events programme within the grounds of Abergavenny Castle. The programme would comprise public events and opportunities for private hire.

2b Please describe the objectives, benefits and priorities of your project

The objectives of this project are: To test the appetite for public, private and corporate events at Abergavenny Castle

and develop an ongoing programme which will improve the castle as a venue for both community and private events. This will increase visitor numbers to Abergavenny and the Castle. These will include tourists, residents and the outlying rural community. The pilot will test different events to see which is best suited to the castle location and to existing and potential audiences. A regular events programme at the Castle can be supported by a local food and drink offer, in conjunction with local businesses enabling the Castle to become a recognised destination as an enjoyable place to meet, eat and enjoy the local culture

To use the learning and evaluation from this trial to develop three event toolkits. One version would be to produce a community toolkit where the more generic learning from the trial could be applied to similar sites within the area e.g. castles, historic houses and country parks. We are aware of the existence of these types of toolkits, for example there is a Festival and Event Planning Toolkit for Mid Wales

(Ceredigion, Merionydd and Powys) – we would incorporate the learning from these others but in addition ours would incorporate any local findings so had a local/regional/South Wales focus. Using this toolkit a site specific handbook would be produced for Abergavenny Castle enabling staff at the castle and within the wider Tourism, Leisure and Culture Events team to develop and establish the trial programme in future years. We would also produce a third toolkit relating to private and corporate events. We envisage the toolkits would include information relating to licensing, capacity, health and safety issues, considerations relating to scheduled monuments/public parks as well as useful marketing and publicity contacts, things to think about when considering dates for events etc.

To look at the practicalities (including the associated permissions) of a permanent roofed structure within the castle. This would help to extend the event season and types of events. Findings from the pilot will be used to establish advantages and disadvantages of locations and the best uses for such a structure as a protection against the weather – e.g. a cover for the audience at outdoor theatre events or as an integral part of the event e.g. an area to hold a formal wedding reception.

The benefits will be: The museum will go forward as a more resilient and sustainable service, by improving and extending our income streams; increasing and widening our user base and raising awareness of our service; and contributing to a vibrant community by adapting to work in new and innovative ways;

Increased visitor numbers to Abergavenny and the Castle; The offer of a popular public events programme that will boost the local economy; Residents and visitors to Abergavenny town and the surrounding rural area would

benefit from a heritage private hire facility within an 11th Century castle; Outdoor cover would help to mitigate the effects of bad weather and increase the

range of events available; Liaising with potential stakeholders, local community and businesses will enable us

to identify the best event programme and identify any gaps in the Abergavenny event calendar; and

Greater employment and trading opportunities in supporting the events.

Our initial priority would be to engage (a) specialist(s) to formally investigate the opportunities for public, private and corporate events, to act on those findings through a pilot programme, to carry out monitoring and evaluation and use the conclusions to identify a way forward.

2c Why is your project needed and what evidence do you have of the need for it? (please list sources, where possible)

Any formal or anecdotal evidence to support the need?

There is anecdotal evidence which is why we feel confident of the need of this project to investigate further. Events have been held at the castle in the past. However these have been individual small scale events, which are not part of a co-ordinated plan. Post events, little or no evaluation has been carried out so there is no real sense of a considered programme. We are often approached by organisations wanting us to host events and wanting to host events themselves so there is clearly a market. If we can develop this market using strong evidential data we can provide an improved cultural offer for residents and communities whilst also increasing the resilience and sustainability of the Museum and Castle.

2d What feasibility/survey and planning work have you undertaken with regard to the proposed project? Please indicate if these are part of the proposed project.

In preparation of this application the idea has been informally discussed and advice sought from a variety of sources. This includes local event providers such as Abergavenny Jazz Festival, Abergavenny Food Festival, Borough Theatre, Abergavenny and Love Abergavenny; Stakeholders such as Abergavenny Town Council, Abergavenny Town Team, William Griffiths of The Angel Hotel and Sharon Hutchinson the Abergavenny Markets Manager. The appointment of a consultant will enable more formal, targeted and extensive consultation with potential stakeholders, local businesses and the local community.

We are aware of relevant examples of other event programmes:• At the Castle – two parties are held each year as part of the Abergavenny Food Festival. http://www.abergavennyfoodfestival.com/parties-castle • ‘Jazz on the Pantiles’ event in Tunbridge Wells, Kent - one evening a week for 5 months during summer. A single jazz band plays from 7.30-10 in a covered space within a pedestrian open air area. Attendees either have dinner/drink at the surrounding restaurants or watch from the street. The event attracts up to 2000 people of various ages. Approximately half the costs are covered by a ticket sales and the remainder is covered by sponsorship from local businesses. We have spoken about this programme to the Nevill Estate and the Tunbridge Wells Hotel who run this event.• The Clytha Arms Pub and The Hogs Head pub both offer outdoor space with a marquee as cover for events. • Chepstow Castle offers a range of community events. The audience cover is erected for 6 weeks during the summer. The cover shelters approx. 350 people seated. • Vondel Park Festival, Amsterdam – examples of open air theatre and music events http://www.whatsupwithamsterdam.com/vondelpark-festival/ during August. • Les Jeudis de Nimes where through July and August they have music events as well as stalls in the streets and around their Roman temple. http://www.ot-nimes.fr/evenements/videos/les-jeudis-de-nimes/ (Video link)

2e Does this project have links to other projects and initiatives? (please list and explain)

Abergavenny Museums responds wherever possible to participate in, generate events and activities for, and help to raise the profile of, local initiatives from public bodies, local groups and organisations. This includes local priorities defined by the Town Councils, Town Teams, Marketing and Festival groups etc.

Within the Forward Plan for Monmouthshire Museums, Strategic Aim 2 is:

• to ensure we have a resilient and sustainable service.

We state that we will do this in a variety of ways:

Improving and extending our income streams; increasing and widening our user base and raising awareness of our service; and contributing to a vibrant community by adapting to work in new and innovative ways.

Within the Museum Forward Plan our section on Audience Development encourages us to widen our remit to allow us to encourage the flourishing of arts and culture in Monmouthshire and therefore attract different audience segments. We recognise the importance of raising awareness of Monmouthshire Museums in order to promote our offer

more effectively to existing and potential users. In particular we have committed to doing this through a coherent programme of exhibitions, events and opportunities across Monmouthshire.

Monmouthshire Museums has an important and valuable role to play in the key area of tourism development which is a major industry in the community. Close links exist with Monmouthshire's Destination Development Plan. The main links are to Programme 2: Town & Village Visitor Experience Development Programme 4: Food Tourism Development and Programme 5: Festivals development, using events to boost off peak demand and capitalising on the opportunities to host high profile events at key heritage sites. The role of Monmouthshire Museums includes improving the experience of the town for visitors by helping to interpret its stories and with a wider arts remit staging/promoting events. Increased use of the castle grounds is currently on the shortlist of activities being considered for the North Monmouthshire 5 year Plan

2f Describe how the project is innovative (see guidance for definition) and has a similar project been successfully undertaken in any other area (details, if possible)?

Utilising a prime heritage environment to provide an events programme that has not previously been offered within Abergavenny.

Moving away from events being marketed on an individual basis to a more cohesive programme.

Production of event toolkits available to all organisations. Private hire of a temporary structure for events, will enable our Welsh historic

heritage to be shared with local and visiting couples, something not previously available.

Using the programme to guide the future usage of a permanent structure2g Are any of the Welsh Government strategies listed in the guidance notes covered by your

project (please list)

Welsh Government Rural Communities – Rural Development Programme 2014- 2020 - achieving a balanced territorial development of rural economies and communities including the creation and maintenance of employment within the tourism sector

Partnership for Growth – The Welsh Government Strategy for Tourism – 2013-2020 – this pilot project, if successful, will share the year round attractions, activities and cultural experiences of an 11th century Castle and supporting the tourism industry

One Wales, One Planet – Welsh Government This events programme and private hire venue will promote the importance of

sustainable tourism in ways which enhance the natural and cultural environment and respect its limit.

Future Well-being of Future Generations (Wales) Act 2015 –This project has sustainable development at its heart and aims to improve the local economy through tourism but by being considerate of our environmental and cultural well-being. Vibrant and Viable Places – Welsh Government - This project can contribute to the spirit of this programme. It states that Organisations in cultural fields and the assets they own or manage, can have powerful regeneration impacts at community level. They ascertain that they have clear evidence that participation in cultural activities, can make a significant contribution to the acquisition of

the transferable skills required by employers. Offering opportunities to participate in such programmes at a local level will contribute to these wider skills. Food and Drink Action Plan – Welsh Government- In the introduction it states that market opportunities exist in tourism and a key part of this pilot will be establishing the food and drink offer to accompany the event programme

Within Monmouthshire Museums Forward Plan we list our Guiding Direction – as a 21st century organisation we are involved in a variety of National Strategic Objectives. In addition to the Wellbeing of Future Generations Act listed above other relevant ones are Tackling Poverty through Culture, Museums Strategy for Wales, Creative Learning through the Arts and the Social Care & Wellbeing Act.The Welsh Government has also just released a statement ‘Light Springs through the Dark – a Vision for Culture in Wales. It says - Culture empowers. It is hugely important in developing confidence, skills, and employability. Culture is also increasingly important to our economy. It goes on to say - Our events industry is a key sector in its own right… It is a highly skilled sector which provides good quality jobs and training…There is also a significant social impact from hosting events and festivals. They have the power to connect to people and communities from all backgrounds, and to promote participation …….Culture, in its many different forms makes a key contribution towards creating diverse, vibrant, and viable places. New or refurbished venues, galleries and museums can be the catalyst for further regeneration, and the establishment of ‘cultural quarters’ in our town and city centres, which in turn helps to create further vibrancy and diversity. Similarly, our heritage sites and historic places have an important part to play in supporting regeneration. They are at the heart of identity and distinctiveness, and can make a decisive contribution to quality of place.

2h Who is going to benefit from your project (please explain how, with approx. numbers, if possible)

Please note I have estimated numbers but the purpose of the project is to establish this kind of information so I have been conservative and simply outlined what may happen.

Community Members

Approximate Number benefitting

Explain how

Youth

100 young people per event

We want our events to attract a wide range of age groups and for it to be a family focussed programme. We believe this is the way to ensure a sustainable programme of events and one that does not lead to ongoing anti-social behaviour and problems with the neighbours. We also expect to see young people benefitting by having opportunities to participate as the acts for our events.

Employed 300 employed people per event

Opportunities to attend events – there will be a charge for our events and opportunities for secondary spend once there so we would expect attendance among the employed.

Retired 200 retired people per event

Opportunities to attend events – we are aware that we have a high % of retired people attending our events so would expect to see this reflected in attendance of this programme.

Disabled 5 disabled people per event

Though not a specific target audience there is no reason why people with disabilities cannot attend. We will do what we are able to ensure access is made easier.

Low income/unemployed

5 unemployed people per event (as stewards)

Though not a specific target audience there is no reason why people on a low income/unemployed cannot attend.

The museum runs a thriving volunteer programme and one area we would like to expand further is using volunteers within events management. This would give people not currently in work the opportunity to develop their skills whilst helping the museum.

Other

Does you project consider the following: (delete) Explain how

Equal opportunities for Minority Groups

YES Opportunities for project involvement will be open to all and participants will not be discriminated against

Use of the Welsh Language

YES Marketing communications will be bilingual and Welsh language and culture will be celebrated within the programme wherever possible.

Use of Information Communication Technology (ICT)

YES ICT will be used wherever possible. Marketing and communications will include social media/digital

Environmental Impact

YES Sustainable and responsible tourism is an important to consideration within this project and will be given a high profile. The Museum Service has an Environmental Sustainable Policy and areas of relevance within it are: • Waste produced on site will be reused or recycled when possible.• The castles and the country park’s environment will be managed to conserve and enhance its biodiversity interest and be mindful of all environmental impacts.• We will encourage the use of sustainable transport where practicable.

What are the economic benefits of your project?

Will your local economy benefit from the project?

YES Regular event programme will add to the tourism offer and increase visitor spend.

Local food available at events will support the economy.

Extend the tourism season as a weather cover

will increase period that events can be run and also the types of events.

Will the project lead to job creation or job safeguarded?

YES Ongoing sustainability of the Museum and Castle

Museum Staff Event staff Food producers Private event staff Tourism industry supported with additional

events, encouraging additional accommodation.

.2i Please give details and supply evidence of all other sources of funding secured or being

sought for the project.

Is this project dependent upon finding additional funding? Yes to run the event programme itself.

Source of funding Amount Date of decision

We are currently exploring the following options:Monmouthshire County CouncilNevill EstateSponsorship from Local BusinessesFees from catering concessions etc.Ticket Sales

This will be dependent on the findings of the project.

Ongoing

Section 3: Delivering & managing your project

3a What do you hope to achieve with this project and explain when you think the key steps will be achieved?

From this project we will identify opportunities for a public events and private/corporate hire programme. It may be appropriate for this to be done by more than one individual;

Public Events ProgrammeWe will appoint someone to liaise with potential stakeholders, the local community and businesses to identify the best public event programme, by identifying what is already happening on the local events scene, any gaps in the Abergavenny event calendar and identify potential project partners. This will take place Mid February – Mid March 2017

The above work will lead to the preparation of a business plan. This will include: Identification of a suitable public events programme based on the findings above, to

draw maximum visitors and local community; (Mid March to Mid April 2017) Negotiating terms for event equipment and infrastructure; (By end of April 2017) Establish a pricing structure for public events; (By end of April 2017) Making links with local businesses and organisations to secure opportunities for

sponsorship.(By end of May 2017) Making links with local food and beverage outlets to secure opportunities for

catering. (By end of May 2017) Establishment of a marketing campaign to promote the programme (By end of May

2017)

Private/Corporate HireWe will appoint someone to liaise with potential stakeholders, the local community and businesses to identify the best opportunities for private/corporate hire, by identifying what is already available, any gaps and potential project partners. This will take place in February 2017

The above work will lead to the preparation of a business plan by mid March 2017. This will include:

Identification of suitable private/corporate hire opportunities. Developing a process with costings for hire of the grounds and associated

structures; Marketing the offer – this could include arranging photoshoots to create a bank of

publicity shots, identifying suitable publications and opportunities for promotion etc. Identification of any staffing required for the programme.

Ideally this will be ready for us to potentially offer private hire from April 2017.

We will also require someone to run the public event programme. This is a more practical role and may be a different person from those outlined above. This work will be carried out in time for an events programme during July and August 2017. The role will include:

Sourcing and booking of appropriate acts Ensuring all licences, health and safety, permissions etc. are in place. Publicising the events Organising staffing for the events Providing an on-site management presence at all events. Providing feedback during the evaluation process Inputting into the toolkit in order to create a model for future events.

With both types of programme it will be necessary to carry out: Evaluation of the pilot programme (ongoing) Development of a toolkit to embed the learning into future events. Information collected will be used to set up programme for 2018 and fed into the

work to establish a permanent roofed structure. This will take place in October 2017

3b What risks have you identified that might affect your project? Very tight timings, particularly with the private/corporate hire programme Competition with other local venues Local community unhappy with increased visitor numbers/increase noise Inability to make it financially viable/sustainable beyond the life of this pilot.

3c How do you intend to deal with these risks? (support may be available if you require it) We will have the criteria for consultants prepared so we can appoint quickly. We will ensure that the summer events compliment and support the existing tourism

offer and businesses. We will consider timings and positioning of events within the grounds. Any opportunities for collaborative involvement will be identified. We will look at a variety of financial models – e.g. ticket sales, private hire,

sponsorship, selling of advertising space.3d Please submit a copy of your Group’s constitution and explain what experience members

of the group might have that will be of benefit to the project.

As a local authority museum the collection is held and managed under the Public Libraries and Museums Act 1964 and the Local Government Act 1972

Abergavenny Museum and Castle was opened in 1959 thanks to a group of local volunteers. The museums has remained at the heart of the town, developing strong links with community organisations. The museum within the castle grounds provides both a glimpse into a rich and varied past and an opportunity for people to gather and celebrate their future. It is part of Monmouthshire Museums which is run by Monmouthshire County Council, along with museums in Chepstow and Monmouth. The Castle is owned by the Marquess of Abergavenny but it has been leased for the use of the town since 1880.

The Curator of Abergavenny Museum and Castle has experience of running events at the castle and has liaised many times with CADW, environmental health, the Health and Safety Officer at MCC, local businesses, local community organisations and private individuals to ensure these events are successful. Front of house staff at the museum are used to hosting events and we are developing a group of volunteers who are also able to help. The Curator at Chepstow Museum which is also in our group is heavily involved with the running of Chepstow Festival, so is also able to bring her expertise to the group.

Section 4: Long term impact of your project

4a What do you expect to be the next steps for this project, and how will the project be sustained following this funding? (We may be able to help you find capital funding)

Alongside this project we are developing the business case for a covered structure within the grounds. We know that such a building is required due to the many times over the years we or other users of the grounds have either used a marquee or have priced one up and then not run an event due to the costings associated with it. The findings from this project will inform the positioning of such a structure, what events that structure will be used for, and our target audiences for it. We are currently talking to the landlord about provision of funding for the covered structure but would welcome thoughts on further funding sources for the structure and also assistance with any infrastructure that may be needed for the ongoing programme.

4b How will you raise awareness of your project to your community and maintain the community interest in the future (if applicable)?

The Consultant will identify a list of potential stakeholders, local residents and businesses and this regular communications will be sent updating them on the project and future plans. Marketing of the events programme will also be a key part of their work.

Out of this work there is an opportunity for a platform to be developed, where all events in the area can be promoted and this information can be fed into Visit Monmouthshire and Visit Wales. This will be beneficial for all event providers and users in the area.

Section 5: Financial information

5.1 Project Costs (This section will be completed jointly with the project officer)

Cost breakdown How is this cost calculated. (Please indicate where the cost is estimated. If you are able to reclaim the VAT paid please add costs without VAT

£

Room HireMarquee. Initial hire £3000 (x 2 so structure can move to test two locations) plus fee per event (6 weddings @£500 & 8 other events @ £250).

£11000 (Hire)£700 (planning permission fees)

Consultancy

10 days consultation & writing of business plan, monitoring and evaluation for public events programme/As above for private/corporate hire/Running of 8 events @ 5 days per event/Contingency - 5 days. Total 65 days @ £400

£26,000(Potentially more than one role)

Marketing & PR £2000 to cover marketing materials – site photographs etc. £500 per event publicity.

£6000

Procured Services N/A N/A

Purchased items <£10,000

As this is a pilot project there may items that are needed which are impossible to identify at this stage. I have therefore allowed the maximum amount here but acknowledge we may not need it and it may be appropriate to come back to the group to seek permission for purchase.

£10,000

Other Costs (please list)

Total (of the above) £53,700

Total Project Cost (Including in-kind match funding) £69,700

Match Funding Must be a minimum of 20% of the total project cost. (Refer to Appendix 1)

Type Provide details of your sources of match funding below

£

Cash Contributions

In-kind funding you will provide

Hire of grounds, electricity, museum publicity resources etc. We have allowed an average of £2000 per event for 8 events.

£16000

Total match funding £16000

LEADER Funding Must be a maximum of 80% of the total project cost.

Funding Required % of total project cost(Maximum 80%) £53,700

5.2 Profile of Expenditure (This section will be completed jointly with the project officer)

Type of expenditure First Qtr. Second Qtr.

Third Qtr. Fourth Qtr. Total

Section 6: The Rules and Regulations

6.1 Statutory requirements and permissions

Do you require: Yes(Please tick)

No(Please tick)

Attached (Please tick)

Landlord, landowner or lease holder consent No Within agreed usage for site as per lease. We have also consulted with the Nevill Estate on this project.

Planning permission Yes May be needed for marquee depending on length of hire. Will provide once established as part of initial consultation.

Building regulations No, no permanent structure involved at this stage.

Licences Yes Will be obtained as events planned

Specific permission for continued general public No, agreed

x

access as part of lease.

Any other statutory permission e.g. Natural Resources Wales consent etc.

If yes please state:

No. N/A

If yes to any of the above, please provide copies of the approval documentation with this application. If “no” where appropriate please provide written confirmation from the relevant authority that permission is not needed.

6.2 Data Protection and Publicity The information provided on this application will be used in connection with the processing of the projects application and publicising, administration, evaluation and monitoring of the LEADER programme. To progress this application we may disclose the information we receive from you to others including public bodies and other Government Departments. To publicise, administer, monitor and evaluate the programme we may also disclose information to other Groups or consultants which we consider appropriate. The project description and details, if approved, may be used in various forms of publicity for the Vale of Usk LEADER programme, including being placed on the Vale of Usk web site. We will not however disclose personal details submitted as part of this application.

6.3 Signed and confirmed on behalf of the applicant.I declare that to the best of my knowledge the factual information contained in this form is correct and complete. I understand that if I have given information that is incorrect or incomplete, the offer of any LEADER funding may be withheld and action taken against me or my Group. I also declare, unless otherwise stated in this application form, that I/the Group has not started activity or committed expenditure that relates to this project. If any information changes I will inform the Vale of Usk LAG project immediately.

Signed:

Name: Rachael Rogers

Position: Curator, Abergavenny Castle

Date: 23rd December 2016

Check list:

Have you attached a copy of the group’s constitution (if applicable?) [Referred to in body of application]

Do you need support or training for project delivery? NO

Do you need support finding additional funding? YES

PLEASE RETURN TO: rdpinfo@monmouthshire.gov.uk or to the relevant officer

Appendix 1. Additional Guidance for In Kind Match Funding (extracted from Welsh Government LEADER Guidance) More detail is provided in the Application Guidance form.

Contributions in kind in the form of:-

Provision of works, goods, services, land and real estate for which no cash payment has been made (must comply with ESI rules – see Leader Guidance)

Equipment and Raw Materials may be provided to a project as a form of in kind match funding but the LAG must ensure that evidence is maintained about the value of the amount committed.

Research or other professional work may be provided as a form of in kind match funding but the LAG must ensure evidence is maintained (see Leader Guidance)

Unpaid Voluntary work – Only persons acting in a wholly voluntary capacity will be eligible, signed time sheets should be maintained to support the hours claimed towards the project. Below are a list of rates provided by Welsh Government which can be applied as acceptable rates for voluntary work:

Job Title SOC Code* Hourly Rate £ Annual Rate £

Project Manager 2424 21.72 42,756

Project Researcher 2426 16.55 31,880

Project Coordinator 3539 14.94 28,944

Trainer 3563 14.26 27,775

Project Administrator 4159 10.13 19,812

* Standard Occupational Classification