Partners key to Coventry’s City of Culture legacy

Fast forward to today and we look back on an extraordinary 12 months of celebrations that saw a million people engage with over 700 events across every ward in the city. 

The support of our 160 corporate partners was fundamental in delivering on our promise to ensure a meaningful legacy for the city. That work is not yet complete; the support of new and existing partners will be key to writing the next chapter of the story for the city that moves. 

Support from all sectors

Organisations and individuals that supported Coventry City of Culture ranged from sole traders to large businesses across a variety of sectors – all linked by their passion for Coventry, its people and using cultural activity to deliver lasting change. 

In addition to supporting a monumental moment in our history, members enjoyed a wide range of benefits from invitations to VIP receptions for the first ever BioLPG-fuelled Fire Garden, Turner Prize 2021 and Nitin Sawney’s Ghosts in the Ruins to meeting the remarkable artists, makers and organisations who call Coventry home.

As supporter Sir Peter Rigby, Chairman and Chief Executive of Rigby Group PLC says: “We were delighted to engage with the City of Culture from its inception and to following and enjoying the journey through difficult times to its conclusion.

It has been a remarkable achievement to have delivered such a broad programme which has lifted the spirits and appreciation of the city to many who were previously not aware of the rich and diverse cultural activities, interests and capabilities of our people. The challenge is now to maintain that impetus.”

Sophie Essex-Masmoudi, Marketing and Business Development Manager from Dafferns added: “For Dafferns, being members of Coventry 2021 from the very beginning at the bid stage was brilliant to be part of. When we won it put Coventry on the map and added recognition to the city and the businesses involved. 

In the run up and during the year there were so many networking opportunities and an array of events which we attended increasing our firm’s profile and brand. One of the many highlights for us was the Turner Prize. From day one, it felt there was a positive buzz in the city centre and surrounding area.”

Collaboration is key

Partnerships between the cultural sector, communities, anchor institutions and the private sector are stronger than ever and absolutely fundamental to the collective city endeavour to ensure that Coventry continues to be a culturally attractive, vibrant and prosperous city to live in, work and enjoy beyond our year as UK City of Culture.

In this next phase, we will continue to support the creation of ambitious, engaging, interactive and playful arts programmes, but we will also coordinate a grants programme that supports individuals and organisations to build capacity and create extraordinary activities that enhance the city’s Green Futures credentials.

As part of our devolved model of delivery, we will focus on connecting communities, businesses, artists and creatives to achieve shared ambitions and lasting change.

The investment made by our supporters to date has enabled the delivery our 365-day programme, engaging national audiences, attracting new visitors and empowering every Coventry resident – regardless of age, background or postcode – to reap the benefits of cultural participation. 

Taking partners on the journey with us

To reflect our new way of working, we are relaunching our corporate membership model. Rooted in research and shaped by the motivations and needs of our supporters and local cultural sector, the model includes four distinct tiers.

The first tier is Member and aimed at those who wish to support the ongoing activities of the trust over the next two years. Benefits include use of the designation mark, their logo featured on selected materials, visibility on the Trust website and social media channels as well as invitations to VIP events and networking opportunities.

The second tier of membership is Funder. This option includes all the benefits of tier 1, but not only will their investment support our work, a significant percentage will be added into the Coventry Community Commissioning Fund to support the delivery of ambitious and impactful community led programmes across the city. 

The third tier is Major Funder and includes all the benefits of tier 1, plus a brokering service to match funders and organisations. Major funders will support our work, but a majority of their investment will be sponsorship of a local arts association or venue. This membership is targeted at those who would like to build a long-term partnership with a cultural organisation in the city and optional staff mentoring opportunities are also available.

The fourth Tier is Legacy Member which includes all the benefits of tier 1, but in addition to supporting the City of Culture Trust, a fixed amount of their financial contribution will be added into an endowment fund. The profits generated from this fund will be awarded on an annual basis to support the green initiatives of artists forever more. 

A future beyond the city of culture

This new model of membership will support us to build on the work that has already taken place, offer a lasting funding opportunity for local artists and facilitate new relationships between businesses and the local cultural sector.  

Emily Coleman is Senior Development Manager at Coventry City of Culture Trust.
 @Coventry2021

This article, part of a series, was sponsored and contributed by Coventry City of Culture 2021.