With Jessica Brewster, Incoming CEO and Steve Mitchell, Head of Events, Hires and Partnerships
For June 25 Spotlight, we sat down with. Jessica and Steve at the iconic Pitville Pump Room where we talked about AI Agents, cycleways and TV production, but mostly about the big contribution that The Cheltenham Trust to the cultural life and wellbeing of Cheltenham.
Formed in 2014 as a charitable trust, it took over stewardship of Pittville Pump Room, Cheltenham Town Hall, The Wilson Art Gallery and Museum, Leisure at Cheltenham, and the Prince of Wales Stadium from Cheltenham Borough Council.
Steve has been Head of Events since 2022 but has been involved with the trust for over 6 years, initially starting out as a freelance events manager. Key challenges have been recovering from the effects of COVID on events attendance and ensuring access to them now is affordable as more people struggle with the cost of living.
He strongly believes that the Trust venues are for everyone living in or visiting Cheltenham, so accessibility for disabled or less advantaged people is a key priority. Being the guardians of listed heritage buildings is a privilege but also has its challenges, so they are working closely with the Borough Council and organisations such as Gloucestershire Deaf Association to help more people fully enjoy what the venues have to offer.
Jessica has a tailor-made background for her new role. This Cheltonian has run London and regional theatres – most recently the Roses in Tewkesbury – and theatrical companies. She has been a TV producer and director (notably on “Bake Off”) and led arts venue regeneration. As a result, she has a strong focus on audience engagement, collaborations, partnerships and the art of storytelling.
And the Trust has a powerful story to tell. All its venues are strongly linked to the town’s culture and wellbeing. As Jessica said, “It’s about really being well in ourselves, happy with ourselves, using our bodies and brains in the most fun way. All our resources are about that.”
The task is to get the story heard more widely. And each venue has “hidden talents” to talk about.
For example, the Town Hall may not be the obvious choice for 18-25 year olds, yet it holds so many events they would love. The Wilson not only delivers world class work – often in association with places like the Hayward Gallery – but has a huge and enviable collection of historical artifacts and archives? It’s a task Jessica clearly looks forward to.
She believes culture is at the heart of Cheltenham’s identity, and we discussed how the town’s unique blend of culture, technology and creativity makes it such a great place to live, work and do business. The Trust can be a “connector” across all these endeavours.
Partnerships and collaboration with Cheltenham’s cultural and business ecosystem are key to its future development. They have already worked successfully with No Child Left Behind, Black Lives Matter, Pride and National Star College. However, more partnerships with local businesses, be they sponsorships or collaborative events, will play a big part in future.
To show the benefits for business, a social impact report is in the pipeline. They are also exploring creative ways to use the Trust’s amazing assets, communicate their mission and attract wider support. These may include better systems, new branding and making the Town Hall more of a “shop front,” not just for culture but for wellbeing and community health as well.
We’re looking forward to what comes next.
