Taking place every 20 years, once every generation, Preston Guild celebrates the city’s 800 year-old guild-charter status.
In 2012 the festival was envisioned as ‘the best yet’, fostering new partnerships and seeding a new understanding of the vital role of culture in place-making and tourism. From this a bold ambition grew to creatively re-imagine the city and it’s cultural tourism appeal.
And Preston is a city ripe for re-imagining, combining a rich architectural heritage, a fast-growing cultural and creative industries scene, an ambitious University and the Harris Museum & Art Gallery with its surprising and visionary approach to contemporary art programming.
Delivered in a series of mini-phases to incrementally build stakeholder engagement and local partnerships, our early strategic work in Preston has supplied some of the groundwork for that re-imagining.
One outcome has been the Preston Cultural Framework, a mechanism to bring together a range of priorities and partners, including new voices essential to place-making, such as the city’s independent creative sector.
It’s a framework to dynamically re-imagine Preston in the here and now, rather than once every Preston Guild, the charmingly adopted local phrase for a rare, but extremely welcome event.