Culture - The heartbeat of our Communities, A Culture & Events Strategy for East Staffordshire 2026-

Foreword by Councillor Paul Walker

Culture,

Shaping

Foreword

Culture matters because it celebrates what makes us unique while bringing people together. Burton’s brewing heritage shaped the world, ancient traditions like the Abbotts Bromley Horn Dance and buildings like Redfern’s Cottage, museum of Uttoxeter Life celebrating stories such as Mary Botham Howitt the Spider and the Fly connect us to our past, and our position in the National Forest gives us stunning countryside and waterways that define our character. But culture does more than preserve history - it transcends boundaries, overcomes divides, and creates shared pride in the places we call home.

I’m proud of our emerging cultural offer and the vital role it plays in improving economic prospects, creating opportunities, and strengthening our communities, something which isn't optionalit's essential and it’s exciting. This ambitious strategy aims to improve people's lives through creating meaningful experiences, aligning values, and uniting organisations. Culture isn’t delivered from boardrooms; it lives in our streets, our traditions, our shared memories and whilst it can mean different things to different people, most importantly it's about celebrating what makes our hard-working communities special, recognising the shared values and aspirations that bind us together across the Borough.

East Staffordshire has always been special - a place of innovation, character, and resilience. Now through this new strategy, we’ll see the beginning of our collective journey to celebrate and ensure the benefits reach everyone.

Cllr Paul Walker Cabinet member for Tourism & Cultural Development

Culture, the heartbeat of communities

Culture in East Staffordshire is the heartbeat of our communities - it's what connects past to present, neighbour to neighbour, tradition to tomorrow, it means holding our heritage close whilst allowing it to shape and nurture what's growing today. Culture isn't just preservation - it's creation, it's empowering and supporting communities to shape where they live based on authentic relationships, from listening, from trusting that people know what matters to them.

Across our borough, each community has its own character, its own pride, yet we're bound by something shared - a care for where we're from and where we're heading together.

We champion culture because it enriches lives. Because it creates belonging. Because when someone discovers hidden history or watches light transform a familiar building, something shifts. They see their place differently. They see possibilities. And hope.

Culture isn't optional in our Borough. It's how we build communities worth staying for, worth coming home to, worth celebrating. It's People, Place, Progress - woven together with vibrancy and heart.

Who this strategy is for?

This strategy has been developed for all communities in East Staffordshire:

Residents across the Borough Professional artists, producers and creative business owners and freelancer

Local event organisers, amateur and community artists and performers

Visitors attending and participating in culture activities

East Staffordshire at a glance

124,000 residents

EAST STAFFORDSHIRE

53,000 households 9.3% growth population 2011-2021 30% of population aged under 25

Most ethnically diverse part of Staffordshire. 9.3% Asian / British Asian 20% residents have no qualifications, higher than national average 5% of local residents consider their health bad to very bad

32% of residents have one of more persons with a disability in the household.

Shaping the Cultural & Events Strategy

We’ve developed this culture and events strategy with our communities. By connecting with and speaking to residents, stakeholders and partners we were able to identify key themes and opportunities across the East Staffordshire, which have been used to inform our vision for culture and events.

We walked and talked to people who were engaging with culture and events across East Staffordshire, we delivered pop up engagement and hosted online and in person workshops for creative and cultural professionals, leisure and wellbeing sectors and young people.

Along with review key intelligence and research, we shared an e-survey with residents, young people, partners, people working in the Borough and visitors. Collectively, these people have shaped the vision and will continue to do so as we nurture artistic talent, trial new initiatives and protect and celebrate our heritage.

By embedding a people centred approach to the delivery of this strategy, we will ensure that all our residents, businesses, students as well as the cultural sector will continue have the opportunity inform and shape all types of cultural activities in their communities.

The results of this approach will ensure that events, activities, and developments are inclusive, accessible and can be enjoyed by as many people as possible.

Key Findings

There’s a real community spirit and strong foundations to build an improved cultural offer which celebrates places in East Staffordshire.

East Staffordshire events worked best when they felt unique, authentic and had local stories and people involved.

There seems to be an improving and growing programme of events, which could benefit from a regular, recurring events that become part of the ‘Must See’ calendar.

Marketing and Communication can be difficult for groups and activity organisers, with residents and visitors not always knowing what is happening, or if it is relevant to them.

Red tape and silo working can reduce momentum when trying to ‘get things done’. A better connected and cohesive cultural and events offer could help drive progress.

Funding is limited and competition between groups and organisers can create tension and competition.

Activities and events are reliant upon volunteers.

A more diverse offer of events that covers festivals, nightlife and youth-led activity would be good to see.

Inconsistence transport links are a barrier to participation, especially older generations and in rural areas or at ‘off peak’ times.

Key stakeholders could be better aligned and pulling in the same direction.

Freelancers and small organisations face resource pressures. Sustained paid roles, mentoring, and micro-grants are needed to make community-led work and partnership activity deliverable.

Cultural engagement in East Staffordshire

Residents in East Staffordshire Borough are most likely to have attended a theatre show (43%), attended a Music Concert (41%) or attended a play (33%) in the past 12 months.

Engagement with museums, heritage, outdoor spaces indicate a preference by residents towards visiting stately homes/castle (23%), with 15% of people visiting museums, compared to 19% of people in England.

58% of people we spoke to had attended a local event, sport or taken part in arts and culture activities in East Staffordshire in the previous 12 months.

When asked why they attended cultural activity and events, socialising and entertainment were the most important factors, with 37% saying they wanted to spend time with family, and 22% saying they wanted to be entertained, or entertain their children (9%).

In East Staffordshire, the largest proportion of households are considered medium engaging (52%) 2. However, 35% are low engaging, indicating that people may face some barriers in accessing culture.

The main reasons people gave for not engaging with culture included: not hearing what is happening (49%), not having time (16%), and the cost of events being too high (15%).

1 Target Group Index, British Market Research Bureau Survey, from Experian 2025.

2 Audience Agency, audiencespectrum.org

Impact of Culture

Culture and events deliver measurable impact across East Staffordshire.

This Strategy provides the framework to maximise that value; demonstrating how cultural investment drives economic growth, improves accessibility, and strengthens our sense of place.

Our cultural programme already generates significant economic returns, with major events driving spending in local businesses, creating jobs, and increasing footfall to support our high streets, it also helps build longer-term destination appeal that attracts investment and talent.

Beyond direct spending, culture creates employment pathways, supporting grassroots creative practitioners develops local talent pools, while partnerships with educational institutions establish clear routes into creative industries. When we invest in cultural infrastructure, we're investing in skills development and workforce capacity.

Culture is our identity and events transform our public spaces, increase civic engagement, and generate authentic promotional content that positions East Staffordshire as a vibrant, distinctive destination. We must ensure that opportunities aren't concentrated in single locations, while partnerships with community organisations ensure programming reflects diverse voices and interests.

This strategy connects cultural activity to tangible outcomes: economic data, participation metrics, business support figures, and employment pathways.

Culture isn't peripheral to our strategic priorities - it's integral to achieving them.

Home Grown: Cultural Case

Studies

Cultural in East Staffordshire is woven into the stories, places, spaces andcommunities which shape the Borough and its rich and varied history.

Burton Upon Trent

Burton upon Trent, which accounts for over 60% of the Borough's population, is home to the most diverse population in Staffordshire and is a key staple in bringing residents and visitors together across a whole range of events and cultural offerings. Shaped by its history as a brewing powerhouse, buildings such as The Brewhouse and Claymills Victorian Pumping Station provide year-round spaces for creativity and heritage, from professional programming to vibrant amateur dramatics.

Music fills its local pubs, buildings, parks and open spaces. Burton Music Collective coordinates grassroots live music across venues, independent festival Sonic Boom brings thousands to the town centre, and Burton Illuminations transforms the winter streets with spectacular light displays, generating significant economic and cultural impact.

Sonic Boom Festival

Sonic Boom Music Festival is an independent festival produced by Sonic Boom Music CIC, in partnership with East Staffordshire Borough Council and Burton Music Collective, financially supported by Arts Council England. Sonic Boom Music CIC is a not-for-profit organisation based in Burton upon Trent, and aims to use music to drive regeneration, build opportunities, and put culture at the heart of the town.

The festival's roots began in 2023 with a month-long celebration of live music in venues across the town. Over 50 artists took part, and every event — from folk and ska to Bangladeshi ragas and psychedelic prog — focused on original and emerging talent, selling out shows with visitors from as far away as the US.

In September 2024 and 2025, Sonic Boom Festival took over Burton town centre, with more than 10,000 people filling the Market Place's free main stage. Following the conclusion of the main stage, a programme of 'Aftershock' gigs filled the town with music, featuring home grown artists and those from across the globe, supported by over 70 volunteers. Alongside the festival, there is a youth training programme pilot, 'Turbo', which supports a cohort of about 40 young people to complete Bronze Arts Awards - getting hands-on experience and access behind the scenes at a festival.

Sonic Boom Festival focuses on empowering community-led cultural regeneration, whilst educating and inspiring young people and providing inclusive access to culture. The festival is also strengthening place-making and pride amongst the town's residents whilst providing a profound boost to the local economy.

Burton's cultural calendar extends year-round beyond music. Making Trails' summer art trails—from Burton Swans to the Barrel Roll—transform the town centre with public art celebrating brewing heritage, while The Making House delivers professional-led craft workshops. The Christmas Lights Switch-On draws thousands to Market Place each November for fireworks and entertainment, and Canvas of Light brings contemporary projections to St Modwen's Church and Bass Water Tower in December, demonstrating how contemporary programming celebrates heritage in innovative ways.

Uttoxeter

Redfern’s Cottage, the Museum of Uttoxeter Life, offers a glimpse into life in Uttoxeter through the ages.

Neighbouring Uttoxeter racecourse provides space for national music events and race day entertainment throughout the year with the town centre itself being home to parades, markets and ‘Cracker Night’.

Live & Local

Rural Hub Towns delivered by Live & Local supports a network of voluntary promoters who bring their communities together to enjoy high-quality, entertaining and affordable professional shows. They include live theatre, storytelling, music, dance, family & children's shows and film screenings, and are all presented in their local village hall, church or school.

As part of the two-year Rural Hub Towns project, Live & Local has actively supported the delivery of events and activities through Creative Uttoxeter, to bring the community’s ideas to life with the assistance of the team and artists. The aim is to bring people together through creative eventsconnecting residents, artists, and organisations in unique ways that highlight Uttoxeter’s values of inclusivity, sustainability, and community spirit.

There is a long-standing partnership between Live & Local and East Staffordshire Borough Council, with support from Arts Council England. Live & Local is one of 30 similar networks across the UK who are part of the National Rural Touring Forum (NRTF), providing professional development, market research and cross-regional project development opportunities.

This initiative helps build localised access to culture, strengthens place-making, supports infrastructure for the community, and feeds into the local economy.

Tutbury

In Tutbury, the volunteer-run museum preserves the village's civic history through historic maps, documents, photographs and artefacts.

The village is home to two growing annual festivals that celebrate local culture and bring visitors to the area.

Tap into Tutbury Beer & Cider Festival takes place each May across the village's pubs, offering a four-day celebration with live music, local ales and ciders, and food vendors. Mods & Minis Tutbury Takeover brings classic scooters, vintage vehicles, and 1960s mod culture to the village streets each July.

Professional touring performances through the Live & Local network ensure rural residents can enjoy high-quality theatre and music.

Abbotts Bromley

The Abbots Bromley Horn Dance, performed annually since August 1226, is one of the few ritual rural customs to survive the passage of time in the UK.

Today the Horn Dance, which takes place annually on Wakes Monday and is delivered by local community members, offers a fascinating day out attracting regional, national and international visitors.

2026 is the 800th anniversary of the Horn Dance.

The Abbots Bromley Horn Dance

After collecting the horns from the church at eight o'clock in the morning, the Horn Dancers (comprising six Deer-men, a Fool, Hobby Horse, Bowman and Maid Marian), perform their dance to music provided by a melodian player at locations throughout the village and its surrounding farms and pubs – in total a walk of about 10 miles. At the end of a long and exhausting day, the horns are returned to the church in the evening. Attractions during the day include exhibitions, craft stalls, and of course five local pubs.

This unique heritage event both supports community connection and place-making, and builds tourism and the local visitor economy.

The Vision

By 2031, East Staffordshire will be a place where culture connects us all.

We'll celebrate our distinctive heritage while creating bold contemporary experiences. Every resident will be able to participate in cultural life that moves them, challenges them, and brings them joy.

Our creative sector will thrive through collaboration, innovation, and shared resources. Young voices will shape the future. Families will create lasting memories. Communities will discover what unites them.

Culture won't be something that happens to communities - it will be something we create together, reflecting who we are: resilient, distinctive, and proud.

The Outcomes

For residents:

You'll know what's on, be able to participate easily, and see yourself reflected in what's happening across the borough.

For the creative sector:

You'll have the resources, support, and connections to deliver ambitious work without working in isolation.

For young voices:

You'll have clear pathways into creative opportunities, and your voice will shape what culture looks like in East Staffordshire.

For our communities:

Culture will bring us together - across differences, across geography, across generations - creating pride in place and belonging.

For the Borough:

Culture will drive economic growth, support regeneration, raise our profile, and make East Staffordshire somewhere people want to live, work, and visit.

Strategic Alignment

East Staffordshire has a proud, unique history and the Council is committed to protecting it for current and future generations, using heritage to create a prosperous and distinct place for people to live, work, learn, invest and visit.

We will stand up for our communities, understanding their needs and design services which enhance their lives and instil pride throughout East Staffordshire. These aims underpin our Culture – The Heartbeat of our Communities culture and events strategy, which in turn will contribute to the Council's priorities and Corporate Plan.

Culture also sits at the heart of Burton upon Trent’s place brand, celebrating the distinctive identity that makes East Staffordshire somewhere people want to live, work, and visit. This strategy ensures culture actively supports place brand delivery through coordinated programming, authentic storytelling, and events that reinforce our distinctive character.

This strategy will dovetail the Council’s Strategic Delivery Framework for Tourism and Borough wide regeneration plans, working in tandem to drive prosperity.

In Burton upon Trent, cultural programming will help bring to life the Old Brewery Quarter and Market Place, whilst in Uttoxeter, the Maltings regeneration transforms the gateway to the High

Street, creating new spaces for markets, events and performances. Year-round programming gives people reasons to visit and return. Culture strengthens high streets while building vibrant places that attract investment.

In developing this strategy, we recognise that many organisations have similar aspirations, both locally and regionally. We will work closely with partner organisations and creatives to help the sector grow and become more connected, cultivating an environment which encourages collaborative conversations and joint ventures.

Cultural Assets

East Staffordshire's cultural richness comes from the breadth and depth of our assets - from world- renowned brewing heritage to village traditions dating back centuries.

These assets form the foundation of our strategy, though we recognise that not all heritage sites remain open and our challenge is making the most of what we have while creating new opportunities.

Heritage & History

Our heritage is woven through the borough's fabric. Claymills Victorian Pumping Station preserves industrial innovation with its working steam engines. Uttoxeter's Redfern's Cottage tells the story of everyday life through the Museum of Uttoxeter Life. The Tutbury Museum, entirely volunteer-run, safeguards civic history through photographs, documents, and local artefacts.

Burton's brewing heritage - though the National Brewery Centre has closedremains central to our identity, with heritage buildings, brewing architecture, and living traditions in our pubs and community spaces. The Old Brewery Quarter development will create new ways to celebrate this world-changing legacy through contemporary interpretation.

Performance & Creative Spaces

The Brewhouse Arts Centre anchors Burton's cultural offer with theatre, visual arts, workshops, and community activity - serving as the Borough’s primary cultural venue.

Live & Local's network brings professional performances to community venues across Uttoxeter and rural areas, transforming village halls into cultural spaces. Faith buildings, community centres, and schools open their doors for cultural activity.

Our parks and public spaces - from Washlands to High Streets, increasingly serve as outdoor venues, bringing culture to where people already gather. The challenge is maximising use of available spaces while maintaining quality and safety.

Living Traditions

Ancient rural customs survive across the borough, drawing visitors while maintaining deep community meaning.

Uttoxeter Racecourse hosts national music festivals alongside traditional race days. Burton's pub culture continues as spaces for live music and community gathering, keeping the connection between brewing heritage and contemporary life.

Village festivals, church concerts, and community celebrations maintain cultural traditions year-round.

Emerging Infrastructure

Regeneration investment across the Borough creates strategic opportunities for cultural programming.

This infrastructure enables the borough to scale up signature events, create new cultural moments, and establish East Staffordshire as a distinctive visitor destination.

The strategy ensures cultural programming is embedded from the start, with spaces designed for flexibility, accessibility, and the diverse activities communities want to see.

Creative Sector

Behind the visible assets sits a network of creative professionals, cultural organisations, heritage groups, artists, makers, performers, event organisers, and volunteers - the human infrastructure that brings spaces to life and creates cultural experiences.

Organisations like Making Trails, Burton Music Collective, Trails & Tales, and parish councils show how creative energy and community leadership exist across the borough.

Challenges & Opportunities

We're honest about our assets. The closure of major heritage venues means we must be creative about how we celebrate brewing heritage and historical narratives. Rural areas have fewer cultural facilities than others. Some communities lack accessible venues.

But these challenges drive innovation, pop-up events, outdoor programming, temporary uses of buildings, digital content, and community-led activity can all expand cultural reach. The question isn't whether we have perfect infrastructure, but how we make the most of what exists while building for the future.

Strategic Delivery Pillars

To achieve our vision “Culture, the Heartbeat of our Communities”, we have developed three strategic pillars.

1

Our Home

A Bold Cultural Offer

We will establish East Staffordshire as a distinctive cultural destination through headline events, year-round programming, and celebrating our unique identitydriving profile, pride, visitor economy, and economic growth.

2

Cultivating Communities

Improving Resources & Infrastructure

We will develop shared resources, equipment, knowledge, and support infrastructure so cultural organisations, community groups and creatives can deliver excellent cultural offerings, events and activities efficiently and effectively.

Growing

Together

3 Building Partnerships & Collaborations

We will build a connected, collaborative cultural ecosystem through partnerships across sectors, coordinated funding approaches, with the Council playing an enabling, facilitative role that maximises opportunities for everyone.

These pillars have emerged directly from our research and consultation, including views from the public, community champions, cultural professionals and sector partners, who helped us explore key areas to understand core needs and future opportunities.

These areas included: audiences, the sector, resources, capacity, sector, scale and funding.

1 Our Home Priorities A Bold Cultural Offer

Priorities Implementation

A year-round cultural calendar with flagship events which people recognise, putting East Staffordshire on the map.

Develop a cultural calendar, inspired by heritage, featuring flagship events. (Year 1 onwards)

New programming models such as satellite events and micro-events to test concepts and develop relationships with different communities across the Borough.

Bold and inspiring programming that reflects our diverse communities, appeals to residents and visitors and brings to life new regenerated spaces.

Commence micro commissions pilot as part of a Cultural Festival programme pilot. (Year 1)

Deliver Marketing and PR campaigns raising the profile of East Staffordshire. (Year 1 onwards)

Position culture and events as a catalyst to wider economic benefitsjobs, tourism, high street footfall.

Develop a collaborative Young person’s cultural pathways pilot programme. (Year 2)

Youth-led and focused programming and creating pathways to creative careers.

Develop cultural and events programming plans for key regeneration areas, linking heritage and contemporary creativity. (Year 2)

2 Cultivating Communities Priorities

Improving Resources & Infrastructure

Priorities Implementation

Develop a shared equipment inventory removing barriers to grassroots activity.

Use "Discover East Staffordshire" platform so people know what's happening, preventing clashes and duplication.

Develop toolkits, playbooks, and guides sharing best practice.

Continue to develop the "Discover East Staffordshire" digital platforms to include cultural calendar. (Year 1)

Complete a skills and training needs audit to establish a baseline for workforce development. (Year 1)

Develop an Event Organiser's Toolkit, featuring online resource with licensing, safety, marketing guidance. (Year 1)

Explore easy-access micro-grants enabling community-led creativity and experimenting.

Development micro-grants programme. (Year 2)

Champion training and skills development for cultural workforce at all career stages and support for volunteers who are the backbone of the sector.

Establish a shared equipment inventory. (Year 2)

3 Growing Together Priorities

Building Partnerships & Collaborations

Priorities Implementation

Create a Cultural Sector Forum bringing organisations together regularly for a coordinated effort and amplification.

Establish a Cultural Sector Network of key stakeholders. (Year 1)

Develop Cultural Network Coordinator capacity. (Year 1)

Collaborative funding applications securing more investment for the borough.

Support the development of new entrants or new activity. (Year 1)

Corporate sponsorship and national partnerships raising profile and income.

Develop funding co-application support service helping organisations bid together. (Year 2)

Council as enabler, convener, and facilitator and not the controller.

Create sponsorship prospectus to attracting business investment helping culture and events to be suitable (Year 2)

Delivering together in the Future

These initial actions will create the foundations for delivery of the strategy, with detailed action plans developed in conjunction with a new cultural network setting out deliverables in future years.

These detailed action plans will include:

Specific actions and activities for each strategic aim.

Clear timelines and phasing.

Lead partners and responsible organisations.

Budget allocation and resource requirements.

Success measures and performance indicators.

Links to other key priorities.

The action plan will be reviewed at regular intervals by the Cultural Network and updated annually based on learning, sector feedback, and changing community needs.

Final Thoughts

This strategy is a promise - that every person in East Staffordshire deserves access to culture that moves them, challenges them, brings them joy.

When we deliver this together, children will grow up knowing their creativity matters. Young people will find their voice and their path. Families will make memories that last. Communities will discover what connects them, not what divides them.

We'll build something sustainable, something real, something that belongs to everyone. Not imposed from above but grown from the ground up - rooted in who we are and where we want to go.

East Staffordshire has always had heart. Now it's time to let that heartbeat louder.

Join us on the journey

This strategy is for all of us.

Over the next five years, this vision will come alive on our streets, in our neighbourhoods, cafes, classrooms, community centres, and more. The opportunity is here to bring ideas to action, shaped with residents, organisations, volunteers, businesses and services. This is a call for collaborators.

Come with ideas, questions, friendly critique, passion and care.

Who are we looking for?

What’s coming?

You.

Come as you are, be part of it how you can. You might become a familiar face, or you might take part once. You might be an advocate, connect East Staffordshire to new resources, help unlock new relationships, or be a voice that champions the work being created and shared. You might be a funder, a lead delivery partner, or perhaps you’ll design and host your own activity. Every role matters.

This strategy is a direction of travel. Not a strict to-do list. We won’t have all of the answers on day one. But what we do have is a commitment to building together, learning together and a promise to make something that is truly all of ours.

From Summer 2026, we will co-deliver a celebration of all things East Staffordshire. We want you to take part, your way. Across the Borough, this is a moment for family, fun, heritage, celebration, arts and culture.

Let’s start as we mean to go on. Together.

Giving your feedback

Our strategy is based on consultation with people in East Staffordshire.

Our aim is for the strategy and action plan to continue to develop to be dynamic and meet the evolving needs of the area.

If you’d like to tell us what’s needed or speak to a member of our team about getting involved, please contact:

East Staffordshire Borough Council, The Town Hall, King Edward Place, Burton upon Trent DE14 2EB