Alley Arts & Conference Centre Strategy 2018-2023 - For Derry City & Strabane District Council By Janie Crone Associates
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Alley Arts & Conference Centre
Strategy 2018-2023
For Derry City & Strabane District Council
By Janie Crone Associates
Alley Arts & Conference Centre Strategy 2018-22 1|Page
CONTENTS
EXECUTIVE SUMMARY 4
1. INTRODUCTION 5
1.1 Alignment to Local Assembly and Council’s Strategic Directions
2. METHODOLOGY 7
3. CONTEXT 8
3.1 National Context 8
3.1.1 Funding 8
3.1.2 Arts Participation 9
3.2 Regional and Local context 9
3.2.1 Population 10
3.2.2 Deprivation 10
3.2.3 Disability 10
3.2.4 Infrastructure 10
3.2.5 Arts funding in Derry & Strabane 10
4. The Alley Arts & Conference Centre 2007-2017 12
4.1 Review of accomplishments 12
4.2 Description of facilities and services 13
4.2.1 Theatre & programming 13
4.2.2 Gallery & Exhibitions 13
4.2.3 Conference centre 14
4.2.4 Civic Centre 14
4.2.5 Heritage & Museum Services 14
4.2.6 Tourism & Visitor Information Centre 14
4.2.7 Festivals & Events 15
4.2.7.1 Community Engagement & Participation 15
4.2.7.2 Arts Development 15
4.2.8 Access & Inclusion 15
4.2.9 Marketing 16
4.3 Performance analysis 16
4.3.1 % occupancy of venue 2007-2016 16
4.3.2 Audience analysis 17
4.3.3 Market place and competition 18
4.4 Costs 19
5. Issues, challenges and opportunities for development 20
5.1 The Alley and its environs 20
5.2 Civic Centre 21
5.3 Gallery & Exhibitions 22
5.4 Conference Centre 22
5.5 Arts Development 22
5.6 Festivals & Events 22
5.7 Heritage & Museum Services 23
5.8 Programming 24
5.9 Tourism & Visitor Information Centre 24
5.10 Café 26
5.11 Marketing 26
5.12 Access & Inclusion 26
5.13 Funding 26
Alley Arts & Conference Centre Strategy 2018-22 2|Page
5.14 Partnership working and networking 27
5.15 Cross Border 28
5.16 Organisational 30
6. The Alley Arts & Conference Centre Strategy 2018-23 31
6.1 Vision 31
6.2 Key Themes, Aims and Outcomes 31
6.2.1 Cultural destination of choice 32
6.2.2 Participation & Engagement 32
6.2.3 Sustainability 34
7. Alley Action Plan 2018-23 35
8. Outcomes & Impact Evaluation 39
8.1 Measures of Success and Performance 39
8.2 Monitoring & Review Cycle 40
Appendix 1 Key trends in Arts & Cultural Activities 41
Events & Venues
Marketing
Participation and engagement
Appendix 2 SWOT & PEST analysis 43
Appendix 3 Actions from DCSDC Community Plan, Business & Culture Service 46
Delivery Plan and Strabane Local Action Plan
Appendix 4 DCSDC Community Plan – priority areas and outcomes for Tourism, 48
Arts & Culture
Appendix 5 Customer research survey 2017 49
Appendix 6 Urban Park Proposal Development 62
Appendix 7 Flann O’Brien Literary Festival 63
Appendix 8 People and organisations contacted as part of the consultation for 65
the Strategy
Alley Arts & Conference Centre Strategy 2018-22 3|Page
EXECUTIVE SUMMARY
A four month period (May-August 2017) of research and consultation was carried out in the
development of the Alley Arts & Conference Centre Strategy, with a staff workshop, 24 face-to-
face interviews, directly mailed questionnaires, survey monkey, telephone and email
communication.
The consultation confirms that the Alley has a very positive profile within the town and district
with audiences, community arts groups and promoters, and great value is placed on having a
professionally run theatre and cultural venue at the centre of the community which is considered
a neutral venue. Since it opened its doors in 2007 the Alley has been at the heart of cultural life
and has had a pivotal role in the development and support of community arts throughout the
town and district in Strabane.
With the reform of Local Government in 2014 and the combination of what was Strabane District
Council and Derry City Council the Alley is now striving to find its place in an enlarged council that
encompasses Northern Ireland’s second largest urban population in Derry City (+100,000 Derry
City and 149,470 for DCSDC), and is now one of a large number of cultural venues where once it
was the cultural venue in Strabane District Council.
There is a perceived imbalance between the councils efforts in Derry and Strabane with comments
like, ‘Derry gets it all’, ‘we are the poor relations’, ‘we get what’s left’, and ‘we are being forgotten
about’. These comments have relevance in the development of the strategy in that the Alley being
the only owned, funded and managed theatre and arts centre in DCSDC has many strengths and
positives for the council to demonstrate its continued commitment to the Strabane area.
The focus of the strategy is on the Alley’s position as Strabane’s cultural hub and how it develops
its position as the cultural venue in the region / district becoming the cultural destination of
choice. Other aims include the Alley’s reach into the community through the delivery of
programmes of participation and engagement that support the development of new audiences,
community arts, and improve the health and wellbeing of the whole community. Building and
maintaining strong and robust partnerships will be essential to support the work.
The vision for the Alley is that it is ‘Strabane’s cultural hub and centre of community and civic pride
– leading the way in arts participation and engagement, and enabling access and inclusion of
everyone.’
Underpinning the Strategy are three key themes – Cultural destination of choice, Participation &
Engagement, and Sustainability, with aims and actions that support the delivery of these:
To be the cultural hub and centre of community and civic pride;
To contribute to revitalising the town centre;
To deliver vibrant events and festivals;
To increase participation in arts, heritage and cultural activities;
To increase use of the Alley as the key cultural venue in Strabane;
To strive for the highest standards in enabling access and inclusion;
To build and maintain resilient partnerships;
To support and facilitate the community arts sector;
To support career development.
Alley Arts & Conference Centre Strategy 2018-22 4|Page
1. INTRODUCTION
Derry City & Strabane District Council’s Service Delivery Plan 2017/18 provides an action
under the Directorate Improvement Objectives for the: Delivery and initiation of the 5 year
Strategy for the Alley Arts & Conference Centre in line with Community Planning priority
outcomes.
Janie Crone Associates was awarded the contract to conduct research, review and
consultation for the development of a 5 year Strategy for the Alley Arts & Conference
Centre and explore options and costs regarding models for future service delivery. The
Strategy incorporates an action plan and a methodology for ongoing impact assessment, all
of which will be consistent with the Community Planning and Local Area Plan outcomes.
The Alley Arts & Conference Centre Strategic Plan 2018-23 is the result of a comprehensive
process that has included extensive research and consultation (see Methodology below,
page 7). The vision, aims and outcomes reflects the position of the Alley at the centre of
community and civic life in Strabane, while the Strategy builds on past achievements and
identifies areas for future work that will strengthen the ability of the Centre to serve the
region in the most effective and resourceful ways.
1.1 Alignment to DCSDC Strategic Directions
The draft Programme for Government (PfG) states that; ‘Cultural engagement impacts
positively on general wellbeing. Cultural participation is known to bring benefits in learning
and education; and there is a significant association with cultural engagement and good
health and satisfaction with life. Culture is key to our sense of identity as individuals and as
communities. Cultural offerings encourage visitors and day-trips, creating and maintaining
jobs in cultural tourism; and contribute to the development of creative industries in our
economy.’ In supporting the importance of cultural engagement the PfG has an indicator
(27) – Improve cultural participation with a measure: % engaging with arts/cultural
activities in the past year.
The Community Planning process is a new statutory duty involving partnership with all tiers
of government, the community and voluntary sector, and business and through which has
developed the DCSDC Inclusive Strategic Growth Plan 2017-2032. The outcome under
Tourism, Arts & Culture is – ‘We live in the cultural destination of choice’ – together with a
number of actions The actions within the Community Plan have an impact on the
development of the Alley Strategy and there needs to be a close correlation of the Alley
Arts & Conference Centre Strategy particularly between it and the development of the
DCSDC Culture Strategy and the Strategic Audience Development Programme.
The Strabane Local Action Plan focuses on issues that are specific to Strabane Town and
has identified an outcome under Tourism, Arts & Culture – ‘We have a better promoted
and improved tourism/cultural product’ – with a number of actions to achieve this
outcome.
The Business Improvement District (BIDS) Business Plan 2016-2021 also identifies
measures that will support the arts and cultural sector of the town through creating an
entertainment programme of regular events for both the daytime and night time economy
and proactively marketing the town. There are other measures around access and
Alley Arts & Conference Centre Strategy 2018-22 5|Page
experience that will make the town more accessible and welcoming and bring footfall back
into Strabane.
The Alley Strategy needs to reflect the PfG framework together with the outcomes based
approach of the DCSDC Community Plan and Local Development Plans, and build
partnerships that could bring combined benefits to the arts and cultural sector and
Strabane town.
Additional to this is the North West Growth Plan developed in 2016 between DCSDC and
Donegal County Council, providing for a ‘shared approach to sustainable development of
the region as a whole’.
The Business & Culture Directorate are also in the process of developing a number of
strategies to guide their work over the next five years. These include:
1. Tourism Strategy
2. Arts & Culture Strategy
3. Museum & Visitor Services Strategy
The Alley Arts & Conference Centre Strategy needs to be aligned with these strategies to
reflect the long term aims and direction of development within these services over the
next five years.
Alley Arts & Conference Centre Strategy 2018-22 6|Page
2. METHODOLOGY
The development of the 5 year strategy has been guided by review and research analysis of
council and other relevant documents and by a consultation process with stakeholders.
The review and research has included council and other relevant documents, the key ones are
listed below:
DCSDC Inclusive Strategic Growth Plan 2017-2032 - Our Community Plan, June 2017
(draft 29)
DCSDC Corporate Plan and Performance Improvement Plan 2016/17
DCSDC Business & Culture Service Delivery Plan 2017/18
The North West Strategic Growth Plan - A Model for Regional Development and Growth
of the North West of the Island of Ireland, 2016
Strabane Town Local Community Plan Final V1, and Sperrin and Derg LCP’s
BID in Strabane Business Plan 2016-2021
Riverine Master Plan
Draft Programme for Government Framework 2016 – 21
Consultation was carried out over a four month period from May – August and started on 3rd
May with a workshop with the Alley Arts & Conference Centre staff to carry out a SWOT
analysis. Permanent and casual staff have been given opportunities to feed into the strategy
on an on-going basis throughout the process by face-to-face interviews, emails and
commenting on drafts.
The consultation has included 24 face-to-face interviews with key DCSDC council staff
(sometimes more than one interview), Donegal County Council staff, cultural venue managers
within the north-west region (including Donegal), business community organisations, Libraries
NI and others. There have also been extensive email exchanges and telephone conversations
over the past four months in order to involve a wide spectrum of people.
Questionnaires were sent out to community arts groups and promoters of events, and a
survey monkey questionnaire was sent to audience members / customers that have attended
the Alley for at least one event or performance. In total 71 responses were returned. The
summary of the audience customer research survey are in Appendix 5, page 49.
Alley Arts & Conference Centre Strategy 2018-22 7|Page3. CONTEXT
3.1 National Context
We are living in a rapidly changing world with challenging economic conditions, and fast changing
global business and technological environments. The Internet has created a new landscape of
digital engagement and communication that adds new dimensions to the relationship with
audiences with websites, dedicated apps, and online magazines as tools.
3.1.1 Funding
The UK is in a time of austerity economics and welfare reform that impacts to the greatest extent
the most deprived people and areas. Cuts to public funding are squeezing budgets and the funding
environment has become incredibly scarce and competitive.
For the past five years the arts has faced financially challenging times with unprecedented cuts
leaving many arts organisations struggling to survive. Northern Ireland lags behind the rest of the
UK in terms of governmental funding for the arts in general with the 2015 cuts reducing the
region’s annual per capita spend on the arts to little more than 10p per person.
In 2011 the Northern Ireland Assembly announced that the arts budget would be cut by £1.4m
over the next four years. In 2014 the Northern Ireland Tourist Board (NITB) events fund was cut
for festivals and cultural events which had a knock-on effect for the local economy.
The budget from the NI Executive to Arts Council in 2015 was reduced by 11%, a cut of £1.38m,
and in 2016 there were 10% cuts to the Department of Culture, Arts and Leisure's annual budget.
The present situation is that with political deadlock the Arts Council of Northern Ireland has been
forced to withhold 50% of all grants for its annually funded organisations.
The prevailing view is that the arts have public value because they promote social and economic
goals, such as economic growth, social inclusion and health and wellbeing benefits. A 2013 study
by the Local Government Association estimated that for every £1 spent by councils on the arts,
leverage from grant aid and partnership working brings up to £4 in additional funding to the area,1
and councils generally understand the value that arts and culture brings and the positive impact it
has. Cultural engagement is recognised and documented as impacting positively on health and
wellbeing and the PfG includes ‘improving cultural participation’ and ‘improving our attractiveness
as a destination’ within its outcomes framework. This is reflected in policies within Public bodies
such as Public Health Agency in its Making Life Better Strategy 2013-2023.
However, the funding environment is extremely challenging and many arts organisations,
particularly community based, are finding it difficult to stay afloat and it is not envisaged that this
situation will improve over the next few years. Funding is the single biggest challenge facing the
arts sector presently and the Local Authorities diminishing budgets is increasing the pressure on
budgets for arts and culture. Indications are that the cuts will increase in the next four years.
And there is a cost to reducing support for arts and culture as it is already understood that
investment in arts and culture drives a better quality of life and wellbeing, can promote tourism
and stimulate the growth of creative industries, a trigger for economic development, are essential
1http://www.local.gov.uk/c/document_library/get_file?uuid=5d54ddf4-1025-4720-
810afd077d5dbf5b&groupId=10180)
Alley Arts & Conference Centre Strategy 2018-22 8|Pageto educational development and can build a town’s / regions reputation helping to create pride
and a place where people want to live and work.
Northern Ireland is currently in a political and economic vacuum with a draft Programme for
Government but no implementation and no agreed budget. The unpredictability of the exit from
the EU and particularly the Border issue will not be resolved for at least 2 years.
3.1.2 Arts participation
The 2014 General Population Survey found that 79% of the adult population in Northern Ireland
had engaged with the arts either as a participant or attendee within the 12 months prior to the
survey, with 43% attending an arts event or activity 3 times or more. Equal amounts of men and
women are engaged in the arts. Youth engagement is strong with 96% of 16 to 24 year olds
enjoying the arts. There was an overall reduction in the amount of older people engaging in the
arts. There was also a reduction in the proportion of disabled people engaged in the arts from 64%
in 2011 to 52% in 2014. The survey shows a relationship between arts engagement and
deprivation. In England it was found that the effect of area-level deprivation is considerable with
those who live in the most deprived areas to have engaged with the arts less (60%) compared to
those that live in the least deprived areas 85.9% . In NI at an event level, people who live in the
most deprived areas are more likely than those from the least deprived areas to attend street art
and culturally specific festivals, like the Mela in Belfast. Engagement in rural (80%) and urban
(78%) areas shows very little difference and therefore geography does not seem to be a barrier to
the arts. There seems to be an overall declining trend in attendance in arts activities or at events
which has declined from 81% in 2011 to 77% in 2015.
3.2 Regional and Local context
In 2012 the Northern Ireland Executive published its programme for government, which included a
commitment to reduce the 26 councils in Northern Ireland to 11. This came into effect in 2015 and
Strabane District Council amalgamated with Derry City Council to become Derry City & Strabane
District Council (DCSDC). A number or powers that were previously the responsibility of central
government transferred to the local council and it also became responsible for a new community
planning power which places responsibility on the council to work with key partners to develop a
long-term plan to improve the social, economic and environmental wellbeing of the district. This
Plan is the Strategic Inclusive Growth Plan 2017-2032 and provides the framework and direction of
activity and resource allocation over the next 15 years. Within the community planning process
was the development of local community plans with specific actions to local areas. Within the
context of this Strategy the Strabane, Derg and Faughan DEA Community Plans are also of
relevance.
The economic and social catchment area of Strabane extends into east Donegal as its natural
hinterland, particularly the Lifford area and including St Johnston, Raphoe, Convoy, Ballybofey and
along the Finn River valley. The exit from the EU adds considerable uncertainty to the relationship
over the next couple of years as negotiations take place between the UK and EU. The exit from the
EU has the potential to significantly change the dynamic of cross border trade, commuting and
social engagement and in developing this strategy there must be cognisance of the implications
that may lay ahead. The Stormont House Agreement of 2016 may lessen the impact in that it
commits to the development of the North West Region of the Island including support for specific
resources to assist with regional development and growth.
Alley Arts & Conference Centre Strategy 2018-22 9|Page3.2.1 Population
The 2011 Northern Ireland census recorded a population of the old Strabane District Council area
of 39,843 residents, 13,300 of which live in the urban areas associated with Strabane Town and
the remaining c26,500 living in rural areas that include local towns of Castlederg, Newtownstewart
and Sion Mills and villages.
The population structure is changing. Where once the district had the youngest population the
prediction is a change in population structure from younger to older and a fall in population age by
2037 with increasing numbers of older people and a declining population. This will have
considerable implications at both economic and social levels.
Strabane and district is not a homogeneous population. Although 99.5% are white the area does
have 0.5% other ethnicities including Irish Traveller, Asian mainly Indian and Chinese, and a very
small 0.02% Carribbean and Black African2 population. The Strabane Ethnic Community
Association, first formed in 2004, now has membership of 150 families with over 21 nationalities
represented.
3.2.2 Deprivation
The 2010 Northern Ireland Multiple Deprivation Measures (NIMDM) ranked the DCSDC area as the
second most deprived council of the eleven councils in Northern Ireland with 43% of the
population living in an area defined as deprived. DCSDC has the highest proportion of its
population who suffer from income (38% and the lowest earnings of any of the 11 council areas in
NI) and employment (8%) deprivation3.
3.2.3 Disability
The 2011 census showed that just over one in five of the resident population in Northern Ireland
(21% - 374,646 people) reported a long-term health problem or disability which limited their day-
to-day activities. Strabane had the highest proportions of residents with a long-term health
problem or disability at 24.47%.
3.2.4 Infrastructure
DCSDC is a reasonably remote region within the north west of Northern Ireland with poor
transport infrastructure. Its rail line has poor service provision, and the road links to Belfast and
Dublin are not of motorway or dual carriageway standard so driving times are slow. The airport
reduces the isolation of the region only where business and tourism are to and from the UK.
3.2.5 Arts funding in Derry & Strabane
In 2015-16 the Arts Council Exchequer funding to Derry and Strabane area was £1,329,223
through 24 awards, and a further £952,290 of 49 awards through the Arts Council Lottery funding.
The UK City of Culture 2013 Legacy Fund to 2016 provided an additional £900,000 through 47
projects. The partnership investment by the Arts Council NI and Derry City & Strabane District
Council was to continue the momentum created by City of Culture and enhance the arts
programming of the city’s venues and arts organisations. The Arts Council NI is investing £1.5m
through the Local Government Challenge Fund offering councils up to £150,000 with the local
authority match funding another 50%. The investment must be for new and additional projects
and programmes to those within council arts current spending. DCSDC will use the money for
2 http://www.lgsc.org.uk/fs/doc/Strabane%20S75%20Statistics.pdf
3 http://www.thedetail.tv/articles/derry-strabane
Alley Arts & Conference Centre Strategy 2018-22 10 | P a g eYouth Arts Development Programme, Festival Engagement Programme, Audience Development
Programme and Visual Arts Residencies.
DCSDC Budget Allocation within DCSDC Business & Cultural Directorate has a net
Culture budget of £7,229,269 of which 20% is spent on arts and
culture.
Marketing F&E Tourism
A&C VMS
Alley Arts & Conference Centre Strategy 2018-22 11 | P a g e4. THE ALLEY ARTS & CONFERENCE CENTRE 2007 – 2017
The Alley Arts & Conference Centre was opened in March 2007 and is a Derry City &
Strabane District Council owned and operated venue situated in the centre of Strabane
town. The Centre incorporates a theatre complex, art gallery, conference centre with 6
break-out rooms adjacent to the Library space, and the Strabane Visitor Information
Centre. The auditorium has retractable seating for up to 270 people which allows for
customisation of seating numbers and flexibility of use in that it can convert into a flat
floored exhibition hall, round table conference area or a banquet hall. The venue employs
8 core and 30 casual staff.
The Alley Arts & Conference Centre was guided by an Action Plan during 2012-2015 which
incorporated a vision, three objectives, actions and outputs. This action plan will be
reviewed as part of the development of the new strategy.
As a multi-functional centre the Alley encompasses a number of services and facilities
outlined in detail below. Many of the services overlap in planning and delivery.
4.1 Review of achievements
During 2017 the Alley celebrated its 10 year anniversary and in developing a new strategy
it is useful to reflect on past activity, achievements and highlights, and how they contribute
to the cultural, social wellbeing and economic wellbeing of Strabane.
Contributes to the cultural activity of Strabane
Pivotal to the arts and the development of community arts in Strabane and district
190 days of programming 2017
Supports local arts groups
Built strong relationships with community arts groups particularly with the long
established Strabane Drama Festival and Inclusion Dance Group
Contributes to the social wellbeing of Strabane
Arts & Disability Charter Mark Status
Autism Friendly venue
Café is run through a social economy business model and in partnership with New
Horizons
Inclusion Dance Group originally through the Let the Dance Begin a Creative
Community Well Being Partnership Project
Access & Inclusion Programme based in the Alley
Contributes to the economic wellbeing of Strabane
Employs 8 core and 30 casual staff
90,540 people used the venue in 2017
127 events programmed
63 Arts Development workshops
19,187 tickets sold for events and performances
64% occupancy
QUEST accreditation secured
Tourism NI Star Rating Scheme
Alley Arts & Conference Centre Strategy 2018-22 12 | P a g e4.2 Description of facilities & services
The Alley Arts & Conference Centre is a multi-functional centre which delivers a wide range of
facilities and services as seen in the diagram below. Supporting all these strands is the Marketing
Department and the Access & Inclusion Project both of which liaise across all the services.
Theatre /
Programming
Gallery &
Civic Centre
Exhibitions
Heritage &
Cafe & Bar Museum
Alley Arts Services
&
Conference
Centre
Arts Conference
Development Centre
Visitor NOTE: The Alley is used by DCSDC Festivals
Festivals &
Information & Events providing ticketing for events and
Events
Services festivals in Strabane.
Visit
Derry
4.2.1 Theatre & Arts Programming
The Alley Theatre houses a 270 auditorium which on average programs 190 days of events
annually, with 127 events and 63 workshops in 2017. Programming is achieved three ways:
through promoters hiring the venue, through a split arrangement with the event promoter or in-
house. Audiences and occupancy are dealt with separately below.
4.2.2 Gallery & Exhibitions
The Alley Gallery is a large open space in an L-shaped arrangement situated upstairs and over the
café and reception area. It has an active programme of visual arts and other exhibitions, normally
of 4 weeks duration.
Alley Arts & Conference Centre Strategy 2018-22 13 | P a g e4.2.3 Conference Centre
The council own five meeting rooms that are adjacent to the theatre within the Library complex
with varying capacities from 12 to 60 people. The largest room - the Civic Room - holds up to 80
people seated and 120 unseated and is owned by the Library Service NI. The theatre also can be
set up in conference flat floor style with tables and chairs seating for up to 120. The rooms are
hired out for meetings and training by organisations but it is not actively marketed for Conference
use and the product is not well-developed.
4.2.4 Civic Centre
The Alley, together with the Library complex, is the civic centre of Strabane in being both the most
prominent buildings in the centre of the community and a hub for people to gather providing the
focal point for social and cultural activities. The external civic space along the frontage of the
building and the Market Yard provides space for outdoor civic use and has been enhanced by two
sculptures – ‘Myles After Myles’ at the gable end of the Library, and ‘Where Dreams Go’ in the
Market Yard.
4.2.5 Heritage & Museums Services
A Museum service was established by Strabane District Council in 1997 the core of which is the
Dunbar Collection of photography, Victoriana, Militaria, fine arts and folk life. The collections are
in the process of being relocated to the Tower Museum in Derry City with the member of staff also
being relocated there.
Museums and heritage programming is presently co-ordinated by the Museum function which
includes the use of the Alley for display. The Alley curates exhibitions, illustrated talks and stages
heritage related events at the Alley, and has provided outreach to schools, community and history
groups throughout the district. The museum service has also supported the production of an
illustrated book on Strabane photographer Herbert Cooper, as well as an exhibition on the
photography of Strabane native R.J. Welch.
4.2.6 Tourism and Visitor Information Centre
Although the development of tourism product within Strabane would enhance the town and
increase footfall including to the Alley, it is the responsibility of the Tourism Department within
DCSDC and therefore not relevant to this strategy. However, tourism development that can
increase activity in and around the Alley is relevant.
The Strabane Craft Collective, now Studio 1 @ The Alley provides high quality arts and craft goods
for sale within the foyer of the Centre. This provides local products for sale and a point of contact
to the artists and craft makers in the region.
Strabane Visitor Information Centre, one of the Northern Ireland Tourist Board's approved
networked tourist information facilities, is based within the Alley Centre and provides a valuable
resource within the town centre for information and signposting for tourists and the community.
The Visitor Information Centre provides additional services to the public. There are a considerable
amount of local history, family history and genealogy enquiries from locals and visitors and they
hold the key to the Old Town Cemetery.
4.2.7 Festivals & Events
A staff member from the DCSDC Festivals & Events Department is based within the Alley with
responsibility for co-ordinating the Strabane and district festivals and events, while ticketing for
Alley Arts & Conference Centre Strategy 2018-22 14 | P a g ethose events and festivals is done through the Alley. The marketing of the festivals and events is
carried out by a DCSDC Marketing Officer also based within the Alley.
4.2.8 Community Engagement & Participation
Since the Alley opened in 2007 it has had a strong ethos of community engagement and
participation. It has been the spring board and catalyst for the development of community arts
and the formation of many arts groups over the past ten years. The Alley has facilitated the
growth of community arts in Strabane and district working in partnership with Voluntary Arts
Ireland until 2012 and also very much through its own efforts.
Community arts are thriving in Strabane and district with over 30 groups involved in a range of
arts activities from drama, music and choirs to art and craft classes. Youth provision is particularly
strong with numerous drama groups, dance classes, performing arts schools and academies. Many
of the arts groups come to perform in the Alley Theatre on an annual basis - Drama Festival, North
West Music Festival, Encore, Arts Academy and others.
The Alley has good relationships with many of the local schools who use the Alley for their annual
school productions. These include Holy Cross College, St Columba’s Primary School, St. Mary’s
Primary School and at times the Gaelscoil and Clouchcor Primary Schools. Some of the Donegal
schools would have taken part in the Schools Drama Festival and some attend children’s
performances that are programmed annually.
4.2.8.1 Arts Development
The Arts Development programme was guided by an Action Plan 2013-15 which provided a
framework for the delivery of arts development in Strabane and district. The consultation at the
time of the development of the action plan found that the Arts Development Service is valued
widely throughout the district working to support local arts groups, organisations and individuals
to nurture and support everyone’s potential to be creative particularly new and emerging creative
talent, while providing new and hard to reach groups and individuals opportunities to participate
in creative arts activities.
The main aim of the arts development programme has been to increase the number of people
participating in arts activities and support the provision of a wide range of quality activities and
events. Currently there is an Arts Council funded Arts & Older People Programme running which is
engaging men in the arts through music – Music to Your Ears.
4.2.8.2 Access & Inclusion
The Public Health Agency awarded funding to SDC and DCC in 2015 as a continuation of the work
started during 2013 UK City of Culture and reflecting the findings of the Disability Action
programme 2013 to deliver an Access & Inclusion Project within a Local Government setting. The
council employed an Access & Inclusion Co-ordinator who has since rolled out a programme of
activities with the aim of improving participation and increasing engagement in arts and cultural
life of the pan disability community.
The Access & Inclusion Co-ordinator has been based in the Alley although her remit is across the
whole district. However the close working contact has meant that the Alley has been used to pilot
many of the projects initiatives having gained the Arts & Disability Charter and Autism Friendly
Venue, and also supported in disability training and reviewing access.
Alley Arts & Conference Centre Strategy 2018-22 15 | P a g e4.2.9 Marketing
The Alley has an in-house marketing officer who is part of the councils Marketing Department and
with a dedicated budget for the Alley. The officer provides the marketing for theatre
programming, arts development, exhibitions and festivals through traditional media outlets,
printed materials and web based marketing.
The marketing role also covers audience development through focussed marketing activities and
data collection for the Mosaic and Foundation Reports provided by Audiences NI annually.
4.3 Performance Analysis
Data has been analysed from the past 10 years regarding percentage occupancy of the Alley
through the number of events and tickets sold per event or performance. Audience NI Mosaic
reports from 2013-15 about audiences attending the theatre have also been analysed and average
percentages shown in a pie chart. The market place and potential competition has also been
looked at although within the market place is also the possibility of collaboration.
4.3.1 % Occupancy of venue from 2007 – 2018
% occupancy
2007-18
80%
70%
60%
50%
40%
30%
20%
10%
0%
2007-0808 2009
09 2010
10 112011 12 2012 132013 14 2014 15 2015 16 2016 2017 2018
TABLE: Breakdown of occupancy %
YEAR HIRE HOUSE / SPLIT ARTS DEVELOPMENT NUMBER TOTAL %
OF EVENTS TICKETS OCCUPANCY
2007-08 89 events 59 events 17 events
17,311 tickets 8,389 tickets 2,939 tickets 165 28,639 64%
72% 53% occupancy 64% occupancy
occupancy
2008-09 72 events 39 events 2 events
13,569 tickets 6,903 tickets 315 tickets 113 20,787 71%
73% 69% occupancy 61% occupancy
occupancy
Alley Arts & Conference Centre Strategy 2018-22 16 | P a g e2009-10 55 events 50 events 6 events
9,525 tickets 7,163 tickets 670 tickets 112 17,358 62%
69% 55% occupancy 45% occupancy
occupancy
2010-11 69 events 35 events 4 events
13,136 tickets 4,354 tickets 178 tickets 108 17,668 66%
76% 48% occupancy 53% occupancy
occupancy
2011-12 70 events 38 events 6 events
12,906 tickets 4,151 tickets 385 tickets 114 17,442 67%
79% 50% occupancy 56% occupancy
occupancy
2012-13 46 events 44 events 6 events
8,320 tickets 3,423 tickets 836 tickets 94 12,579 65%
70% 57% occupancy 56% occupancy
occupancy
2013-14 75 events 50 events
12,731 tickets 4,342 tickets None 125 17,073 63%
69% 51% occupancy
occupancy
2014-15 53 events 33 events 41 events 86
8,320 tickets 2,963 tickets 389 tickets 41 w/s 11,672 61%
63% 54% occupancy 90% occupancy
occupancy
2015-16 64 events 54 events 49 events 118
12,517 tickets 3,733 tickets 634 tickets 49 w/s 16,884 71%
80% 49% occupancy 79% occupancy
occupancy
2016-17 65 events 48 events 25 events 113 12,510 54%
9415 tickets 2849 tickets 246 tickets 25 w/s
62% 36% occupancy 56% occupancy
occupancy
2017-18 64 events 63 events 63 events 127 19,187 64%
12,272 tickets 6,292 tickets 623 tickets 63 w/s
74% 51% occupancy 72% occupancy
occupancy
The occupancy capacity of the auditorium is up to 270 people, and 120 for flat floor format with
tables and chairs. The café / bar with tables and chairs can seat 70 people in a standard tables and
chairs format with an option to extend to 150 people standing.
Occupancy has been consistently within the 60-70% band over the ten years that the Centre has
been open. In 2008-09 and 2015-16 occupancy peaked at 71%. In 2016-17 a new box office
ticketing system had been installed and as a result incurred some loss of data in which case has
reflected in the occupancy figures for that period.
In a review of performance indicators across seven theatres and arts centres in Northern Ireland
for the DCSDC Cultural Strategy it was found that where the centre had a large amount of
workshops and few performances the average occupancy was 49%, and where there was a large
amount of performances and few workshops average occupancy was 62%.
Across thirteen other theatre and arts venues the Alley is demonstrating a higher than average
occupancy and that has been consistent across ten years of operating, although consideration
must be given to how these figures are calculated in-house.
Alley Arts & Conference Centre Strategy 2018-22 17 | P a g e4.3.2 Audience analysis
Audiences NI Mosaic Reports for 2013-14 and 2014-15 of the demographic and geographic
analysis of audiences to the Alley Arts & Conference Centre conclude that audiences attending an
event at the theatre are coming mainly from within a 20 minute drive time radius from the
theatre.
The figures in general break down as – 47% from Strabane town / 24% from the rural hinterland
which is the old Strabane District Council area / 15.6% from Donegal / 3% from Derry / 4.3%
Omagh / 3% rest of NI / 3% other.
3%
16%
Strabane town
3%
Rural hinterland
4.30% 47% Omagh
Derry City
RoI
Other
24.30%
4.3.3 Market place & competition
An arts centre is a multi-functional venue with a specific remit to encourage arts practices in all its
forms and to provide facilities such as theatre space, gallery space, venues for musical
performance, workshop areas, educational facilities, and technical equipment, and they often
have a community focus. The centres can also often incorporate other functions such as tourism
services, heritage and museum services and conference and sometimes civic functions. Most arts
centres will have café / restaurant and bar facilities that combine to make them important
creative hubs and meeting places. Arts Centres play a central and important role in the arts and
cultural life of the towns and cities they are in, contributing to both the daytime and night time
economy and one of the reasons visitors come a place.
Northern Ireland has a number of regional arts centres and theatres owned and operated by the
respective district council. There are others that are set up as Trusts or Companies Limited by
guarantee and managed through a Board of Directors often also as a registered charity. These are
funded through a number of funding bodies and organisations which can include the local district
council.
Alley Arts & Conference Centre Strategy 2018-22 18 | P a g eThe diagram below provides a visual picture of arts centres and theatres within a 30km radius of
the Alley Arts & Conference Centre and could be considered its direct competition for audiences.
The Strule Arts Centre in Omagh is the most similar in that it is owned and managed by Fermanagh
& Omagh District Council with a similar range of functions and services. There is however also the
potential for collaboration between places such as the Regional Cultural Centre in Letterkenny and
the Balor Arts Centre in Ballybofey and these are discussed below in chapter 3.
Regional Cultural
Centre,
Letterkenny
27kms
Playhouse
An Grianán M Forum
Theatre Waterside
Letterkenny Derry City
27kms
Alley Arts & 23kms
Conference
Centre
Balor Arts Centre
Strule Arts Centre,
Ballybofey
Omagh
24kms
30kms
4.4 COSTS
A performing arts venue as an industry is capital intensive with regard to wages / staff, capital
investment in buildings, technical requirements such as sound and lighting, and marketing.
The Alley is funded directly through DCSDC and its budget has remained the same over the ten
years. The potential to source other funding opportunities has declined however, and the Arts
Council withdrew funding to regional theatres that are owned and managed by Local Authorities
in 2008/09.
Alley Arts & Conference Centre Strategy 2018-22 19 | P a g eAlley Arts & Conference Centre 2016-17 accounts
Theatre & Programming
Income Cost Expenditure Cost
FUNDING
DCSDC 406,170
Grants 0
received
EARNED INCOME
Ticket sales and venue 48,483 Salaries & wages 257,880
rental
Bar takings 22,987 Administrative and running costs 175,466
Rental income 405 Building & maintenance 34,044
Other 78,073 Programme costs 88,728
Total 556,118 Total 556,118
5. ISSUES, CHALLENGES & OPPORTUNITIES FOR DEVELOPMENT
This section draws out the current issues and challenges that need to be addressed and explores
the opportunities for development of the Alleys services, facilities and environs.
The Alley is striving to find its place in an enlarged council that encompasses Northern Ireland’s
second largest urban population in Derry City (+100,000 Derry City and 149,470 for DCSDC), and is
now one of a large number of cultural venues where once it was the cultural venue in Strabane
District Council.
The Alley, as a Local Authority run arts centre has enabled a cultural venue in an area of high
deprivation, low employment and little access to arts and cultural activities prior to its opening. As
a cultural venue it has managed to influence, advocate, support, and facilitate the growth of a
vibrant and diverse community arts sector in Strabane and across the district. The strength is that
the Alley is owned, funded and managed by DCSDC and can place itself as the centre of good
practice for other cultural venues to aspire to and the centre of piloting new initiatives such as
being at the forefront of access and inclusion and the CRM ticketing system.
The Alley is very much valued by the local community who consider it a neutral space and think it
contributes to the economic, social and cultural experience of Strabane. 38% of customers who
answered a survey as part of the consultation for this strategy said that they could not think of
anything that would improve the venue experience. Where there were comments they were
about the congestion in the foyer area and the ambience of the bar and café area in evenings, the
wish for a pre-show meal option, better parking options and draft beer.
5.1 The Alley and its environs
The Alley has a central location within Strabane, along the main route, Railway Road, into the
town from the A5 Omagh to Derry road and crossing point into Lifford and Donegal, though is
Alley Arts & Conference Centre Strategy 2018-22 20 | P a g evirtually ignored in relation to signage from any direction as any directional / tourism signposts are
for the Visitor Information Centre only. As a starting point it would be important to highlight the
Alley from the A5 and place signage to enable people to know that there is a cultural centre worth
visiting in the centre of the town.
The Alley is already a focal point within the town of Strabane for a wide range of activities, and the
adjoining Library adds to the civic function of the building, while the external civic space has been
enhanced with the addition of two pieces of sculpture – Flann O’Brien and Ambrose the Pig.
However, at present the Market Yard is used more as a thorough fare from the Canal basin car
park to Railway Road. There is much that could enhance the area surrounding the Alley through
exploring the opportunities to develop the Market courtyard and adjacent lot, and linkages to and
enhancement of the SCORE site.
More can be done to create engaging public spaces in the area surrounding the Alley, primarily the
Market Yard and link to SCORE site. The Market Yard provides an ambient area off the main street
that is safe and secure and could be more utilised. The addition of a corner stage could provide
the opportunity for pop-up performances and open mike sessions of both music and spoken word.
The covering of the Market Yard similar to the Derry
Craft Village would enhance the space considerably
and provide wet weather cover for outdoor
programming.
The lot that shares a boundary with the Market Yard
detracts from the aesthetics of the space and could if
acquired really enhance the whole area, providing
greater space and scope for outdoor events and
functions. It would also enable disabled car parking
space to be provided nearer to the Alley improving
accessibility.
The Alley foyer is light, airy and welcoming but could do with some internal orientation and
signage. The signage to the gallery is hidden by a structural post so it is not obvious that there is a
gallery up the stairs or that there is an exhibition in it. The arts and craft shop within the entrance
foyer is a perfect placement of high quality locally made items by a collective of local artists.
However there is nothing to tell the visitor this. Information in the foyer and in the general Alley
marketing could increase footfall, sales and strengthen linkages to local artists who could also be
providing exhibitions and workshops within the Alley Gallery. Placement of any signage needs to
do its job but also be aesthetic in size and positioning.
5.2 Civic Centre
The Alley, together with the Library complex, is the civic centre of Strabane in being both the most
prominent building in the centre of the community and a hub for people to gather providing the
focal point for social and cultural activities. The development of the vacant plot adjacent to the
Alley Arts & Conference Centre Strategy 2018-22 21 | P a g eAlley and the revamping / redevelopment of the SCORE site with better linkages to the Alley
would enhance the whole area adding a real vibrancy to the centre of Strabane.
5.3 Gallery & Exhibitions
An objective in the Business & Culture SDP is the delivery of a Visual Arts Residency Programme
aimed at developing the exhibition infrastructure within DCSDC and leveraging private sector
investment in the arts. This would be further supported through the Challenge Fund Visual Artists
Residencies with the culmination of four exhibitions.
The gallery could be further animated through:
- A programme of workshops and artists talks;
- Meet the Maker and workshops with Studio 1 @ The Alley arts and craft collective;
Through the consultation the most popular choices for visiting the gallery would be – 61% local
history, 55% craft workshops, 53% visual arts, 41% heritage and 27% illustrated talks.
There is an opportunity to develop the first room of the gallery as a semi-permanent display telling
the story of Strabane town. This would provide a visible heritage aspect to the Centre and support
the Visitor Information Centre service which facilitates numerous enquiries about local town
history. It would also support storytelling and reminiscence sessions, curriculum linked history, a
focal starting point for Peace Tourism development, a backdrop for local history talks and the
possible development of a walking tour of Strabane.
5.4 Conference Centre
The Alley has very good non-residential conference and training facilities that can manage varying
sizes and flexibility. The auditorium can seat 270 people with rooms that can be used for
interviews, meetings, product launches, networking events and presentations, while the Alley staff
can provide focussed co-ordination and technical support.
To date the conference service and facilities have been poorly marketed and underutilised. To
develop the centre for conferences the Alley needs to develop the conference package and
information, a pricing structure, and marketing. It is felt that to really pursue a conference product
there would need to be a designated co-ordinator and that any development needs to be
balanced with resourcing in terms of staffing, time and return on investment.
5.5 Arts Development
The Arts Development programmes delivered through the Alley over that last decade have
supported the development of community arts in Strabane and district. They have often been the
catalyst for groups to form – some survived, others did not – but today Strabane and district has a
thriving community arts base, and many of the groups use the Alley for performances.
Since 2015 there is a greater understanding of the impact that taking part in the arts can have on
health and wellbeing. An all Party Parliamentary Group for Arts, Health and Wellbeing was
launched in January 2014 and together with this and many other organisations working in the field
policies and priorities have changed. The focus for arts development is now partly coming from
health and social cohesion perspectives with drives to promote programmes for older people such
Alley Arts & Conference Centre Strategy 2018-22 22 | P a g eas the ACNI Arts & Older People, and providing opportunities for people with disabilities and
supporting disabled arts through the Arts Council4 and Public Health Agency.
Youth arts programmes are also a focus with the Year of Youth initiative as DCSDC’s commitment
after its unsuccessful bid to become European Youth Capital (EYC) 2019. Youth have been included
in the councils ACNI Challenge Fund application, along with the Arts Council Lottery funded Youth
Squad Take Over which invites young people to develop their own arts base performance.
Arts Development activities are a crucial link with audience development, supporting access to the
arts and the increased active participation.
5.6 Festivals & Events
Festivals contribute to the tourism product; they can be important both for urban regeneration
and development, can contribute to the impact of the image of the town, and are an important
part of the life of a community and can develop pride and social cohesion.
The Alley Theatre should be the key venue and central to programming within festivals and
events, particularly when they are co-ordinated by DCSDC.
There are already a number of key festivals within the Strabane calendar of events but there is
room for further development by building on the existing and developing new product. The
Strabane Local Action Plan identifies the need to develop more festivals and events in Strabane to
improve the footfall into the town centre and increase visitors, and the development of signature
events.
Culture Night is now celebrated across the island of Ireland and this could be developed in
Strabane with the Alley as central focus in the town and additional events as fringe to core
activities. There is also the opportunity to collaborate cross border and draw in the east Donegal
hinterland with the Balor Arts Centre and Cavanacor Gallery. Culture Night is a good mechanism to
build new audiences with dip-in arts programming which can include the more challenging artistic
events, and requiring less commitment from the audience, meaning people are more willing to try
new things out.
Strabane needs a signature event or festival – something that is unique to Strabane. Literary
festivals are becoming popular and attract wide audiences with discovernorthernireland.com
tourism website highlighting them as immersive experiences. Within the west and north-west
there is the Verbal Arts Centre in Derry City, the Seamus Heaney HomePlace in Bellaghy, the
Beckett Festival and Wilde Weekend in Enniskillen, the Lughnasa International Friel Festival
between Donegal and Derry, and the Benedict Kiely Literary Weekend in Omagh.
The obvious choice in Strabane is the Flann O’Brien Literary Festival and on the
discovernorthernireland.com website he is highlighted as one of the literary greats in Northern
Ireland. Strabane has been embracing Flann O’Brien in that past few years with the sculptures of
him by Holger Lonze beside the Library, and the sculpture of the Ambrose the pig in the Market
Yard adjacent to the Alley complex. The Flann O’Brien Literary Festival has been run for two years
previously in 2013 and 2014 by a local community arts group, The De Selby Institute. See
discussion about the festival and potential options for development at Appendix 7, page 63.
4 http://artscouncil-ni.org/the-arts/participatory-arts1/arts-disability
Alley Arts & Conference Centre Strategy 2018-22 23 | P a g eAnother suggested signature event – a Pan Celtic (style) Festival - links to Strabane’s very strong
traditional Irish and Scottish music heritage. The aim of Pan Celtic as an organisation is to promote
and strengthen Celtic languages, culture, music, song and sport and to encourage inter-Celtic
tourism, trade and commerce, and exchange of information - http://www.panceltic.ie/info.asp.
The annual Pan Celtic Festival in Carlow incorporates music, dance, singing, storytelling, poetry,
busking, visual art, parade, and food market, and involves people from all Celtic countries.
5.7 Heritage & Museum Services
At this present time there is no definable heritage product in Strabane although there are certainly
opportunities to develop heritage product and deliver heritage related events, exhibitions and
outreach education.
Strabane and district have several strong strands of history and heritage including collections that
could be developed within the Heritage & Museum Service. These strands include Strabane’s
photographic heritage of Robert John Welch (1859–1936) and Herbert Cooper, the town’s position
as once being the centre of printing in Ulster, its position as the largest rail junction in Ireland
during the first half of 20th century, and the history and heritage of the canal.
There are other opportunities to develop heritage in Strabane and the wider district:
- Decade of Centenaries 2014-2024
- Peace Tourism
- Develop Strabane Old Courthouse as a heritage attraction / venue
- History of Brass Bands since the Blowhards in the 1890’s
- Heritage week
- Heritage seminars
- Link with the Ulster American Folk Park and family history / genealogy
- Ulster Scots linkages with the Solus Centre and Sion Mills Pipe Band
- Birth of Youth Culture in Ireland (1950’s) and Show Bands like the Clipper Carlton
The history of Strabane Town as an exhibition within the Alley Gallery has been discussed above
and there is an action in the Strabane Local Action Plan to investigate the possibility of establishing
a museum as a key heritage attraction.
5.8 Programming
Issues affecting programming are the availability of product in that there is not as much product to
choose from, particularly within drama and touring productions. Promoters of bigger acts will not
come to the Alley because of limited seating and ticket prices need to stay affordable for local
audiences.
Audience development is a key activity that can support the development of more challenging and
artistic programming. Under the Challenge Fund a Strategic Audience Development Programme is
currently being developed that will be implemented through Arts Development activities.
A Customer Research Survey was carried out as part of the consultation for this Strategy and the
most commonly requested events that would encourage people to attend the theatre more often
were live music of various genres including classical, jazz, traditional and country (50% of
respondents), 33% comedy and 28% drama.
Alley Arts & Conference Centre Strategy 2018-22 24 | P a g eThere are opportunities to programme events that are part of Regional, National and European
initiatives:
Irish Language Week annually 1-17 March (at present in Strabane the activities area mainly
through Gaelscoil Ui Dhocartaigh)
2019 European Year of Cultural Heritage
2019 Year of Irish Language
2020 Columcille flagship project between DCSDC and Donegal County Council
Decade of Centenaries to 2025
Capital of Culture 2023
5.9 Tourism & Visitor Information Centre
All the services and facilities under the umbrella of the Alley Arts & Conference Centre feed into
tourism in that programming in the theatre and gallery, festivals and events, heritage and
museum services, and conference centre services and facilities add to the tourism product of
Strabane and district.
The town of Strabane has become a gateway to Derry City, Donegal or south to Dublin while
bypassing any need to enter into the town. This bypassing is further compounded by the brown
tourism signage that virtually ignores the Alley or town centre with no directional signage to it.
Strabane needs to be put on the map, improving its profile and starting with some signage.
The main tourism portal for DCSDC visitderry.com has the Alley under arts and culture things to
do, but there are no listings under events and no information about accommodation or places to
eat. The issue may be that Visit Derry is a membership based organisation and the hospitality
sector in Strabane does not feel that it is worthwhile being a member because there is no real
profile of Strabane in the Visit Derry listings.
Where there is tourism product it is strongly linked to heritage however the two developed tourist
ventures – Gray’s Printing and the Wilson Homestead – are on extremely limited opening times.
There is a possibility of placing a contemporary visual arts printmaker at Gray’s Printers enabling
the heritage building to be open to tourists and developing a new business within it. The
printmaker would also be animating the space and creating new products for sale but also for
exhibition that could link back to the Alley Gallery.
The audit of heritage and cultural assets commissioned in 2015 provides material for tourism
product development, particularly for Strabane town and its strong industrial heritage of printing,
railway and the canal, but also within the arts.
Derry City is already benefiting from Peace tourism in that people are visiting the city to places like
the Bogside and the murals, taking Peace Tours and visiting the Bogside Museum and the Tower
Museum to learn about the conflict. There are opportunities to develop Peace tourism within
Strabane – once described as one of most bombed and battered towns in the region. 60 Minutes,
a CBS News archive5 visited Strabane in 1974 and 1995 talking to the same people during conflict
and post ceasefire. There is other resource material at the Conflict Archive on the INternet6, local
newspapers, collections within the Tower Museum, and other.
5 http://www.cbsnews.com/news/from-the-archives-northern-irelands-troubles/
6 http://cain.ulst.ac.uk/
Alley Arts & Conference Centre Strategy 2018-22 25 | P a g eYou can also read
