Strategic Plan 2013 – 2016 - Aberystwyth Arts Centre

Aberystwyth Arts Centre 

Strategic Plan 2013 – 2016 

The power of the Arts to transform 

society and to change and enrich lives

Aberystwyth Arts Centre plays a leading role in Welsh cultural life 

for the region, for Wales and internationally. 

Award winning Aberystwyth Arts Centre is Wales’ largest and most dynamic arts centre and is 

recognised as a 'national flagship for the arts'. As an integral part of the University, the Arts Centre 

continues to develop its role as a beacon of creative excellence providing unique and rewarding 

opportunities for the people of Aberystwyth, mid Wales and beyond. The Centre is a vital and 

energetic contributor to Welsh artistic life and cultural identity in both Welsh and English languages. 

Aberystwyth Arts Centre makes a distinctive contribution to the arts in Wales: 

• 40 years of excellence in regional and national arts provision 

• University located with uniquely high levels of community engagement and participation 

• Enrichment of the arts and sciences in a positive bilingual environment 

• Leading the way in arts provision in Wales and beyond 

• Committed to the enhancement of public engagement with the arts in partnership with key 

national initiatives 

Established in the early 1970s, three key strands have been developed to enable the Arts 

Centre to thrive. Firstly, an innovative approach to artistic programming particularly through 

partnerships; secondly, embedding itself within the community through its outstanding 

programme of arts participation and community engagement; and thirdly recognising the 

principle of maximising earned income as vital in delivering financial and artistic 

sustainability. The success of this policy can be seen in the scale and scope of the award-winning 

artistic programme, both producing and presenting, across all art forms and also in 

the substantial contribution to the Centre's sustainability through its commercial operations 

and their positive economic impact on the region. 

‘The range of activity across a diversity of arts disciplines is impressive and in some cases 

unique. It is difficult to think of a comparable organisation in Wales or beyond.’ ACW 

The Arts Centre is confident and ambitious in its ability and has secured major capital and 

project investment over the years. A £4.3 million award winning redevelopment was 

completed in April 2000 supported by Arts Council of Wales Lottery and Aberystwyth 

University. In 2009 an award-‐winning complex of 18 Creative Studios designed by Thomas 

Heatherwick was completed, offering unique spaces for artists, craftworkers and creative 

arts businesses.

In August 2013 the Arts Centre will become part of the newly created Institute for 

Literature, Languages and the Creative Arts at Aberystwyth University, providing fresh 

opportunities for collaboration across the University and for a more focused approach to 

the University’s Public Engagement strategy, further strengthening the Arts Centre’s leading 

role in the development of the Arts in Wales. 

KEY ACHIEVEMENTS 

• Growth of the Arts Centre into a vibrant cultural hub, with over 400,000 attenders a 

year for the artistic programme and 700,000 visitors in total 

• Development of the Centre’s mid-‐scale touring productions to the theatres of Wales 

and development of large scale musical productions, gaining national critical acclaim 

• One of the UK’s most comprehensive and ambitious community arts programmes 

with 80,000 participants annually, compared to the Wales average of 20,000* 

• Challenging and wide ranging exhibitions programme, as a major centre for 

contemporary art in Wales, delivering 165,000 visitors annually compared to the 

Wales average of 62,000* 

• An award winning Creative Studio complex, home to artists, creative arts businesses 

and our major Artists in Residence programme 

• Contributing £10.65 million annually towards the Welsh Economy: for every £1 of 

public subsidy, over £10 of economic impact is generated by Arts Centre** 

• Annual turnover of £4.2million, of which earned income is 75%, against the national 

UK average of 45%*** 

• Higher than national average frequency levels for audiences, with our catchment 

areas extending across Wales and into the UK, plus internationally for key festivals 

• Awards for architectural excellence include Royal Institute of British Architects 

Award in 2010 for the Creative Units and in 2001 for the re-‐development (one of 

only two in Wales); three Civic Trust Awards: in 2010 for the Creative Units (the only 

award in Wales), a Commendation for the quality of the redevelopment 2001, and 

for the original building in 1972; National Eisteddfod of Wales Commendation for 

Creative Units 2010 

* ACW Survey of Revenue Funded Organisations, January 2013 

** Arts Centre Economic Impact Report prepared by Econactive, May 2010 

*** ACE Regularly funded organisations Key data report January 2011

RESOURCES 

The success of the Arts Centre, both over the last 40 years and crucial to its continuing 

development as a leading arts organisation in Wales, is dependent upon 

• Major Stakeholders: Aberystwyth University, the Arts Council of Wales and 

Ceredigion County Council 

• Key Partnerships: with organisations and individuals across the whole creative arts 

sector in Wales, the UK and internationally 

• Audiences, participants and customers: their support, and engagement with, the 

work of the Arts Centre and the University 

• Staff: The professionalism, skill, knowledge and dedication of the staff across the 

artistic and commercial programmes, and the wider University 

FACILITIES 

Facilities for the development and presentation of, and engagement in, the arts, and the 

provision of learning spaces for the Institute and wider University 

• Performing Arts: Concert Hall, Theatre, Studio Theatre, Rehearsal Studios, Cinema 

• Exhibitions: Art Gallery, Photographic Gallery, Ceramics Gallery, Café Gallery 

• Community Arts: Ceramics Studio, 3D Studio, 2D Studio, Photographic Darkrooms, 

Recording Studio, 8 Dance and rehearsal studios, new media studio 

• Creative Studios: 18 studios for artists and creative businesses 

• Commercial: Bookshop, Craft & Design shop, Cafes, Bars, conference spaces

GOVERNANCE 

Aberystwyth Arts Centre is a department of Aberystwyth University and the Arts Centre 

Director reports to the Senior Pro-‐Vice Chancellor, who is a member of the University 

Executive Group. The Arts Centre will become part of a new academic Institute from 1 

August 2013, after which date the Director will report to the new Institute Director, who in 

return will report to the Executive. 

An Arts Centre Advisory Board, established in September 2012, reports to the University 

Executive Group then to Finance and Strategy Committee and the University Council. The 

Advisory Board meets three times a year and membership includes representation from 

Aberystwyth University, Arts Council Wales, Ceredigion County Council and a range of 

external members. The remit of the Advisory Board is: 

• To advise on the ways in which the Arts Centre contributes to the cultural life of 

Aberystwyth University, and supports and works with the academic life of the 

University, consistent with the University's strategic objectives 

• To advise on the implementation of the strategic objectives of Arts Council Wales 

and other stakeholders 

• To ensure that the Aberystwyth Arts Centre meets the financial targets, and 

operates within the financial framework, agreed by Aberystwyth University and Arts 

Council Wales

Aberystwyth Arts Centre 2013-‐16 

Our Vision 

We believe in the power of the arts to transform society and to change and enrich 

lives, to envisage new ways of thinking and being, to share and show our potential as 

human beings. We believe the arts opens to everyone, from young to old, 

opportunities to create: with minds, hands, voices and bodies; offering an infinite 

future of possibilities. 

Our Values 

Our strategic objectives are underpinned by the same values identified in the 

University’s Strategic Plan, enabling us to make an important and valued contribution 

to the Arts for the town, the region, Wales, the UK and internationally. 

Ambitious Innovative 

People Centred Bilingual Responsible 

International Community Based 

Collaborative Open

L-‐R: Architecture Festival (Arts 

Centre/RWAW), Bolshoi Ballet, The Government Inspector (Arts Centre touring production) 

The Arts Centre plays a leading role in Welsh cultural life, for the region, for 

Wales and beyond. Over the next three years we will be working to achieve 

the core strategic objectives of the Arts Centre, Aberystwyth University, Arts 

Council of Wales and Ceredigion County Council by continuing to deliver 

excellence through the following strategic aims: 

• Innovate and Inspire: To innovate and inspire through the research, creation 

and presentation of professional, community and academic work. 

• Professional Development, Research and Training: To be a sector leader for 

research and practice in collaboration with our Institute partners, and to 

provide a creative and inspiring environment for artists, performers, staff and 

students 

• Community Engagement: Through one of the UK’s most comprehensive and 

ambitious community engagement programmes, to reach out and positively 

impact on our communities through active participation in the arts; to extend 

and strengthen community involvement through a programme of outreach, 

engagement and inclusion in both English and Welsh 

• Partnerships: To lead on the development of creative partnerships within 

Wales, the UK and internationally to promote the creation and exchange of 

innovative projects and ideas 

• High Quality, Sustainable Arts Environment: To create the best possible 

physical environment for the creation, presentation, participation and 

enjoyment of the arts, one that is accessible and sustainable, at the heart of 

our communities

STRATEGIC AIM 1 

Innovate and Inspire: to innovate and inspire through the research, 

creation and presentation of professional, community and academic 

work 

STRATEGIC OBJECTIVES: 

1. Work with our arts partners, arts professionals and organisations in Wales, the UK and 

internationally, developing our artistic programme across all art forms, delivering 

creative excellence and encouraging more people to enjoy and take part in the arts 

2. Investigate and develop radical new ways to produce and present our artistic 

programme to our audiences, and to enhance academic learning and facilitate 

interdisciplinary research 

3. Continue to research, commission, produce, present and tour new artistic projects, 

identifying exciting writers, directors, designers and artists, supporting the creation of 

the best in great art, and collaborating with our Institute partners 

Wuthering Heights, Arts Centre touring production


Professional Development, Research and Training: To be a sector 

leader for research and practice in collaboration with our Institute partners, 

and to provide a creative and inspiring environment for artists, performers, 

staff and students 


1. Expand our role as a leading provider of professional development for established and 

emerging artists and performers in Wales, encouraging collaborative working between the 

academic and arts community in a unique environment 

2. Collaborate and work in partnership with artists and arts organisations, Institute Partners and 

University Departments to support and present World class research with impact, providing the 

window to inspire students, staff and our arts community, and the facility to drive the 

University’s public engagement 

3. Lead the field in Arts Management and research in Wales and the UK, helping to develop an 

extensive network of arts organisations and artists, providing opportunities for collaboration 

and the development of best practice 

Scriptography Productions, ‘To Kill A Machine’ by Catrin Fflur Huws, an Arts Centre originated project


Community Engagement: Through one of the UK’s most 

comprehensive and ambitious community engagement programmes, 

to reach out and positively impact on our communities through 

active participation in the arts as well as to extend and strengthen 

community involvement through a programme of outreach, 

engagement and inclusion in both English and Welsh 


1. As leaders in the field of community arts practice, and with facilities unrivalled in Wales, 

develop and expand our highly valued community engagement programme, working in 

partnership with local authorities, agencies and organisations to deliver inspiring community 

projects 

2. Forge closer relationships with local schools and colleges across the region as well as 

promoting the work of the Institute and University in supporting pathways to higher education 

3. Work closely with specific sectors of the community, providing access to the arts to those 

who might not otherwise be able to engage, and addressing Arts Council Wales’ Child Poverty 

Agenda and Ceredigion’s NEET objectives 

Noye’s Fludde Project: joint project with Aberystwyth Arts Centre, Mid Wales Opera & Ceredigion Music Services


Partnerships: To lead on the development of creative partnerships 

within Wales, the UK and internationally to promote the creation 

and exchange of innovative projects and ideas 


1. Lead on major arts projects in Wales to develop and support partnerships with 

Universities, arts organisations, government agencies and industry, creating 

opportunities for staff, students, artists and the community 

2. Continue to play a central role in developing the creative and media hub in Aberystwyth, 

which includes the University and National Library of Wales, to help grow the Arts 

Economy 

3. Invest in new and existing relationships, extending memberships of key external 

networks and groups, and develop close links with key university departments, both 

within the new Institute and through inter-‐disciplinary work 

‘Elwyn’ touring production in partnership with Wales Theatre Company


High Quality, Sustainable Arts Environment: To create the best 

possible physical environment for the creation, presentation, 

participation and enjoyment of the arts, one that is accessible and 

sustainable, at the heart of our communities 


1. Continue to identify and pursue external funding opportunities to invest in our facilities 

to provide high quality flexible spaces within the Institute, developing our digital media 

facilities, enhancing learning and leading the Digital Arts in Wales 

2. Develop and maintain the arts infrastructure for the University, the town and the region, 

equipping the arts and Arts Centre to thrive in Wales 

3. Embed new structures to ensure more efficient use of resources, sharing best practice 

and fostering closer working relationships between academic and service departments, 

delivering financial and environmental sustainability, providing value for all our 

stakeholders 

These five Strategic Aims will deliver the Art Centre programme in accordance with the 

strategic aims of the University, the Arts Council, Ceredigion County Council and other 

stakeholders. By so doing, we will be better able to serve the interests of both Welsh and 

international communities in areas of strategic importance.

Operational Plan 

To meet the strategic objectives of the Arts Centre, Aberystwyth University, the Arts 

Council of Wales and Ceredigion County Council, the Arts Centre’s 2013-‐16 strategic plan 

will aim to deliver the following goals: 

Innovate and Inspire 

• Continue to develop and present an ambitious and high quality arts programme annually, in 

English and Welsh, across all art forms, enhancing the wellbeing of the local community, 

including staff and students, as well as in Wales and internationally 

• Play a central role in delivering the University’s public engagement with the local 

community, Wales and internationally, through the presentation and promotion of research, 

the facilitation of critical debate, and its contribution to the Arts in Wales; establishing a 

framework for two-‐way engagement and vibrant, lasting dialogues 

• Develop our digital and new media facilities to lead the digital arts in Wales as well as 

supporting the delivery of the Institute’s e-‐learning and distance learning objectives. 

• Build on our our international and national festivals and provide opportunities to empower 

University staff through international engagement, supporting international recruitment 

• Commission and produce new productions of classic theatre and tour work across Wales and 

the UK, raising the profile of the Arts Centre, Institute and the University 

• Present a professional summer musical production annually, developing its commercial 

potential as well as providing Institute graduates with valuable work experience 

opportunities 

Professional Development and Training 

• Deliver one of the largest Residency Programmes in Wales for UK and international Artists, 

playing an important role in developing the creative cluster in Aberystwyth, and helping 

grow the Arts economy 

• Extend our professional development programme, building on our ‘Dance Hub’ status, 

expanding our Associate Companies scheme, and providing business training for all Artists in 

Residence and Associate Companies 

• Showcase research work from the University in an important independent platform with a 

national reputation, bringing research to life, inspiring a new generation of graduates 

• Encourage critical debate through a continuing programme of symposia, talks, 

masterclasses, key speakers and projects, collaborating with Institute and University 

Departments on key topics 

• Help identify new sources of funding for research and development activity within the 

Institute, and the presentation of national and international work, through arts-‐based trusts 

and foundations 

• Support research case studies in arts management, festivals, theatre production and 

exhibitions, and utilise the research to develop best practice 

• Develop a network of University Arts Centres, arts organisations, and artists to lead Arts 

Development in Wales and the UK

Community Engagement 

• Provide a programme of courses and workshops across all art forms, catering for all levels of 

ability, attracting a wide range of participants outside the Higher Education system as well as 

collaborating with our Institute partners 

• Deliver large scale community engagement projects working with major project partners, 

leading in activities such as Digital Arts and Humanities provision and developing our role as 

a hub for Film Education 

• Continue to work closely with local schools, colleges, and community groups to develop the 

participation and appreciation of the arts, through initiatives such as the Artists in Schools 

Programme 

• Establish a young person’s consultation group, young ambassador scheme and young critics 

forum, to help develop future strategies for Arts Development in Wales 

• Develop projects in partnership with Arts Council Wales and Ceredigion to help achieve the 

Welsh Assembly’s Child Poverty Agenda and work specifically with young people not in 

education or training (NEET) 

• Continue to play a significant and valued role in contributing towards the cultural, linguistic 

and economic capital of the region and Wales 

• Replacing barriers to participation with bridges 

Partnerships 

• Consolidate our position within the Institute as a key facilitator of Arts Development in 

Wales, the region, the town and University, breaking down barriers between departments 

and Institutions, encouraging collaborative working and inter-‐disciplinary projects 

• Build strong networks of expertise locally, nationally and internationally to promote the 

development of Aberystwyth as a major creative and media hub in Wales, contributing to 

the cultural richness of the region 

• Further develop the Creative Studios Network to enhance relationships between resident 

artists and arts companies, with the Arts Centre, University and Aberystwyth town, providing 

a creative and inspiring environment for emerging artists and students 

• Co-‐produce and collaborate with major UK-‐based arts organisations, strengthening national 

and international partnerships to deliver and present international work 

• Develop and present international work in Wales and partner on EU-‐funded touring 

networks with partners in France, Spain and Portugal 

• Establish a consortium of UK University Arts Centres to provide UK-‐wide benchmarks and 

innovative collaborations, expanding memberships of key external networks 

High Quality, Sustainable Arts Environment 

• Identify and pursue external funding opportunities to redevelop the Great Hall into a 

performance space fit for the 21st Century, providing a flexible environment equipped for 

commercial media production and broadcast, a wide range of arts events, and the 

requirements of our audiences, the Institute and the broader University

• Work with Estates Development and the Institute Executive to plan an effective strategy for 

the sustainable long term maintenance of the facilities, equipment and arts environment 

• Develop the digital facilities and equipment to substantially extend the range of digital and 

media projects, as well as working in partnership with Institute and University Departments 

to help deliver e-‐learning and distance learning objectives 

• Maximise the commercial and entrepreneurial activity within the Centre, maintaining a 

leading role in earned income as a percentage of turnover, and building on external funding 

success to help underpin the viability and sustainability of the centre 

• Undertake a review of activities and staffing structures to ensure resources are fully utilised 

and configured to deliver the strategic aims in a financially sustainable manner, allowing the 

Arts Centre to thrive and succeed for future generations 

• Work with the University to establish environmental KPIs for annual review, adhering to core 

access, equal opportunity and language policies 

‘The Centre’s exemplary training, research, participation and 

outreach work continues to enrich the lives of local people and 

artists, and maintains a reputation for excellence.’ Arts Council Wales

The Arts Centre is an outstanding example of an outward facing, financially 

astute organisation whose reputation for artistic excellence enhances the 

University’s reputation and enriches the local community. 

Arts Council Wales 

I feel prouder than ever that we have such an outstanding Arts Centre in 

Aberystwyth. 

Friends of Musicfest 

The staff were very helpful and understanding in enabling the young people 

concerned to be able to share in the Arts Centre’s ethos of cultural 

opportunities for all. 

Activity Project Co-‐ordinator, Ceredigion County Council 

Aberystwyth Arts Centre, Aberystwyth University, Aberystwyth SY23 3DE 

Box Office 01970 62 32 32 Admin 01970 622882 

www.aber.ac.uk/artscentre

Strategic Plan 2013 – 2016 - Aberystwyth Arts Centre

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