Notting Hill Carnival Strategic Review - Intelligent Space

(e) cultivating new audiences for traditional Caribbean and African music.
25. We would like to see a greater level of partnership between the Notting Hill Carnival and the
Caribbean food and drink industry. The former has been instrumental in promoting the latter, the
value and potential growth of which should not be underestimated. We believe that significant
opportunities and synergies exist to not only strengthen the Carnival’s economic base through
branding and sponsorship, but also increase the quality and professionalism of the food and
beverage offered. We therefore recommend the development and implementation of a
Caribbean-cuisine centred Food and Drink Strategy for the Carnival which:
(a) encourages the development of mutually beneficial strategic partnerships between such
organisations as the Caribbean Cuisine Consortium and the Carnival;
(b) ensures that 100 per cent of the income from stall concession fees is given to the Carnival
organisers and not retained by the local authorities; and
(c) explores the possibility of the local authorities working with the Carnival organisers to
consider the establishment of a limited number of alcohol sites which would be a significant
source of revenue for the Carnival and could cover the costs associated with providing toilets.
Future Vision: The Way Forward
26. The Notting Hill Carnival should be embraced. It is a major world-class event that should be
supported both politically and financially. We also recognise that clusters of carnival creatives
can be found throughout London. Having initiated this review, we firmly believe that the Mayor
of London should continue to provide a strategic role in overseeing the implementation of the
recommendations in this report. We also believe that these recommendations should form the
cornerstone of a four-year London Carnival Development Programme, which will:
(a) act as a catalyst to drive the development of the carnival industry in London; and
(b) focus on the priority areas of:
• Strategic management and leadership
• Community outreach and development
• Event operation and management
• Fundraising and finance
• Sustainable economic development
• Marketing, branding and promotion
The programme should adopt a phased approach to implementation and should be informed by
all stakeholders in order to ensure that appropriate benefits are derived from the success and
growth of the Notting Hill Carnival.
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