We know the Case for Culture is just the start. What matters is how we will deliver on our aspirations.


Our ambition is to lead nationally in participation in culture, reaching an extra 500,000 people per year.

There are still gaps in our provision and places that require further investment. Collectively, we will explore how we can proactively support areas where engagement is low, extending our reach to people who are still not benefiting. We will capitalise on the very latest innovations in digital technologies to reach out and engage with new audiences.

Our region has an ageing population and we will ensure that age is not a barrier to creating or accessing cultural experiences. We also recognise the opportunity that exists to build on the excellence of our sporting heritage and the powerful links that can be made with our digital and creative industries to help extend our reach in future. Libraries and museums have an important role to play, acting as a vital resource at the heart of many of our communities – and we have ambitious future plans to develop our offer.

Children and Young People

We want to extend our reach by another 285,000 children and young people per year.

By 2030, we are committed to ensuring that every young person in the region has regular access to a cultural experience as part of their education at primary and at secondary school level. We are also keen to work with partners on the creation of a Cultural Curriculum.

We will build on our strengths and develop opportunities for children and young people, ensuring they are able to enjoy greater access to the arts and heritage in the region.

We want to extend our communities’ appetite for culture even further, and increase opportunities for creative learning.

The benefits are compelling – building individual confidence, happiness and health. Ensuring access to a creative education and cultural experiences will enable our region to grow a population that is more economically and socially active.

Talent and Progression

We know the dynamism, productivity and skill of our workforce will be vital to our future success.

The cultural sector has a critical role, working collaboratively with our schools, colleges and universities.

We want to support our cultural organisations to help provide the right conditions to develop the skills of our workforce, realising the potential of our people and supporting their progression.

We want to become known as a region where people can progress and develop their careers in arts and heritage. A place where Turner Prize, BBC Young Musician or Europa Nostra award winners are nurtured and developed.

Economic Value

We will work with the creative industries in the North East to significantly increase the 70,000 jobs in the sector.

There is huge potential to invest in culture to create more and better jobs and enhance the value from cultural tourism.

Already the creative and cultural industries in the region are estimated to generate more than three quarters of a billion* additional economic impact. But we know we can do more, building on the investment that has already been made.

We want to support our sector to become more entrepreneurial and outward-looking, attracting more tourists and creating more jobs.

We will enhance our links with creative industries, developing a dialogue with key national partners including Creative England, the Creative Industries Federation and UKIE, the trade body for the UK’s games and interactive entertainment industry.

We will pioneer the creation of ‘Cultural Investment Zones’ offering incentives to support private investment.

Quality of Life

Arts and heritage enhance quality of life through creating vibrant urban centres and rural areas.

We want to make the North East a distinctive and attractive place with a strong cultural identity.

We want to nurture conditions that support innovation and secure investment, helping us to attract and retain the talent and the skills we need to grow.

We want to build on and develop this distinctiveness of place and our rich natural and historic environment, so we become recognised internationally for the quality of life we offer, enabling our region to become an even more attractive and inspiring place to live and work.

Innovative development of our venues, places and programmes will help our business community and universities to gain the cutting edge they need to compete and prosper.