Agenda item

(A report by Phil Perry, Assistant Director – Leisure and Culture)

The Portfolio Holder – Culture, Councillor Sarah Sharpe, presented a report which provided an update on the work programme of activity designed to support service delivery at the Guildhall, Boston.

The Leisure and Culture Division within the Communities Directorate was responsible for developing and delivering the museum service that was offered through the Guildhall. Noting the importance of the building to the borough of Boston and the need to deliver an efficient service, an action plan had been developed around four themes, which had been approved by Cabinet in February 2024:

·         Sustainability and Improving Financial Resilience;

·         Historic Site and Collection;

·         Exhibition and Event Programming; and

·         Promotion and Marketing.

The thematic areas within the plan were supported by key strategic objectives that were linked to 21 actions: 14 were on target, 2 had been completed or were no longer required, 5 required mitigations to stay on plan and 0 were off target.

Councillor Sharpe highlighted the following key points:

·         Progress: 14 actions on target, 1 completed, 5 with mitigations, and 1 no longer required.

·         Achievements:

§  Successful recruitment of the Museum Events and Venue Officer.

§  61% increase in visitors in November compared to the previous year.

§  Installation of a card machine for merchandise and donations.

§  Relaunch of social media accounts.

§  Submission and progress of grant applications.

§  Development of the exhibition program, including notable exhibitions like the Pilgrim Woman and the De Gaulle Exhibition.

§  Upcoming exhibitions and events, including the 900th anniversary of the Mayfair.

§  Benefits from the National Portfolio Organisation Fund for museum display cases and cultural programs.

§  Successful hire events and collaborations with local organizations.

·         Future Plans: Continued work on grant applications, promotion of the venue for weddings, and development of new exhibitions.

Members’ comments included the following:

A question was asked about how closely the Guildhall was linked with local schools, and how many weddings were held at the venue. Councillor Sharpe advised that schools did visit regularly, with one visit scheduled at the end of February 2025. Additionally, it was noted that six weddings had been held last year.

The approach taken to track the sales and profit margins of branded merchandise was queried. The Principal Museum Arts and Heritage Officer advised that the profit margin was approximately 120%. An audit process was in place to ensure sales were tracked and profitable.

A question was asked about ways that the booking situation could be improved and how limitations like the single toilet and parking could be addressed. The Principal Museum Arts and Heritage Officer advised that promoting the venue was key and that temporary toilets could be considered for larger events, as considering any permanent changes would be challenging due to the building's listed Grade I status. A further query was raised on whether connections had been made with Boston, Massachusetts for potential shared exhibitions. The Principal Museum Arts and Heritage Officer advised that there was a link with the Massachusetts State Library, and that further connections were being explored, particularly with Rhode Island.

The Chairman emphasised the importance of understanding the financial resilience of the Guildhall and requested further detailed financial figures. The Principal Museum Arts and Heritage Officer presented the financial report for the last two years, which reflected a total overall income increase by 2% compared to the previous year.

A question was asked about the possibility of the Guildhall being opened for more days, including Sundays. The Principal Museum Arts and Heritage Officer advised that more opening days would require additional resources. It was noted that a growth bid could support this, and that aligning with town-wide initiatives could be beneficial.

The potential collaboration with Fydell House for facilities and joint bookings, particularly for weddings, was queried. The Principal Museum Arts and Heritage Officer advised that collaboration with Fydell House was ongoing, and that their facilities had been used for events. Further strategic collaboration was an aspiration.

A question was asked about the possibility of the Guildhall being promoted to schools within a 50-mile radius, with leaflets being placed in hotels for tourists. The Portfolio Holder – Culture and the Principal Museum Arts and Heritage Officer advised that promotion to schools, for trips, was limited by funding however wider promotion was possible. Leafleting in hotels was not currently being carried out, but online promotion was being enhanced.

Clarification was sought about whether the 400^th anniversary of the founding of Boston, Massachusetts was being addressed by the Corporate & Community Committee. Councillor Sharpe advised that a six-month consultation period was taking place in which different stakeholders were taking part, and that information was being gathered prior to presenting it to scrutiny.

The possibility of improving signage for the Guildhall and the use of banners for events was suggested. Councillor Sharpe advised that signage improvements had been planned as part of the National Lottery Heritage Fund bid. The idea of a banner across the road was well-received.

A question was asked regarding ways in which financial resilience for the Guildhall could be ensured. The Principal Museum Arts and Heritage Officer advised that external investments and novel ways to increase resilience without Council investment were being explored. Visitor analysis was needed to target strategies effectively.

The Chairman invited Councillor Richard Austin, attending as a public speaker, to address the meeting. Councillor Austin queried the possibility of making the Guildhall the centre of the visitor economy. The Principal Museum Arts and Heritage Officer advised that the Guildhall was to play a core role in the visitor economy, especially leading up to Boston 400 in 2030. Exhibitions and collaborations were being planned. Councillor Austin suggested the possibility of capitalising on national stories like those about Thomas Cromwell. The Principal Museum Arts and Heritage Officer advised that the Team was working closely with the Communications Team for such stories to be promoted as a priority. Councillor Austin also queried the possibility of local industries like agriculture and food packing to be featured in exhibitions. The Principal Museum Arts and Heritage Officer advised that exhibitions on those topics were being planned, supported by the National Portfolio Organisation Storytellers.

The Chairman noted the excitement of the Boston 400 event in 2030 and the prospect of all the work being done. She emphasised that further work needed to be carried out by officers in respect of the financial figures.

RESOLVED:

That the report be noted.