Curated place consultancy approach
case study: International Outdoor Arts Festival at Seaton Delaval Hall
We were commissioned a feasibility study by the North of Tyne Combined Authority for an International Outdoor Arts Festival centred around Seaton Delaval Hall in 2025.
We produced a comprehensive report covering analysis of the current market and competitors, context and governance of the site, an extensive stakeholder consultation and practical recommendations around travel, accommodation, event management and site constraints.
The brief
The feasibility study is about programming a major international festival taking place with the National Trust owned Seaton Delaval Hall in Northumberland at its centre, with consideration to the wider footprint of the historical estate. The festival would utilise a wide range of outdoor spaces with the possibility of combining large scale productions and small-scale outdoor arts activities. It will draw on the history of Seaton Delaval Hall as a place of drama, theatricality and playfulness.
The provisional programme we were required to outline included an assessment of:
the uniqueness of this offer and a review of the optimum time of year, frequency and length of the festival
an initial concept to build on in future years
load in, load out and build time arrangements for equipment
green room arrangements for performers
potential audiences and promotion/marketing opportunities
site audience capacity and requisite provision for personal care
public transport links, car parking and park and ride opportunities
scope for franchising of food and drink providers
logistical arrangements for staging, lighting and amplification
opportunities for partnership and involvement of children and young people
the scope for big screen projection of performances; and
opportunities for live-streaming and digital access.
We were also required to consider the heritage setting and any conservation/ecology considerations and protections needed, as well as to assess the likely expenditure required to deliver such an event and indicate potential sources of income. Particular consideration was also given to the diversity of access issues which the site may present, particularly for those with physical mobility, sight or sound related challenges.
The feasibility study also took into account the Green Event Code, giving indications on how the carbon footprint could be minimised.
The approach
We approached this brief by deploying the following key methodologies:
Desk Research
Site Appraisal & Asset Mapping
Stakeholder Workshops (internal and external)
Stakeholder Interviews
This approach provided rich qualitative and quantitative data to develop the recommendations from, and ultimately contributed to the recommendations and creative programming suggestions proposed.
The outcome
We produced a document outlining the key findings, constraints and opportunities drawn from each area of research, which concludes with a series of recommendations for the client to take forward. The recommendations were developed using both social mobility data and consumer drivers and trends to define the new offer with longevity though a solid value proposition beyond the assumed intrinsic value of arts.
In our report, we covered:
Leisure and Festival market analysis
Context and governance of the site
Stakeholder consultation outcomes
Competition analysis with case studies
Transport and accommodation analysis and recommendations
Event management and delivery
Site & constraints analysis
Recommendations on further opportunities, funding and resources
Following the publication of the extensive report we have been invited to present our findings and recommendations to the National Trust Senior leadership Team at Seaton Delaval Hall in May to help implement both a new event for the North East and positioning the Hall at the centre of a proposed “National Heritage, Culture and Events Centre” for the National Trust.
Interested in working with us on feasibility and cultural strategy, or looking at developing the skills to work in this field?
Get in touch with us today!
