Bradford is on the up. There is no doubt about that. There is a palpable sense of anticipation and excitement as things change for the better.

But if the bid to gain the title City of Culture 2025 succeeds, then that resurgence will take on a whole new life that could see hundreds of millions extra invested in the district.

The man tasked with making sure that happens has no doubt that success with that bid will be transformational for Bradford.

Richard Shaw has been appointed Bradford City of Culture 2025 Bid Director. He shared his vision of just how much the district – and the businesses within it – stand to benefit with Bradford Means Business…

Richard Shaw is doing a lot of listening. Just three weeks into his new role when he spoke to us before Christmas, he is determined to get as many peoples’ views as possible, meeting folk from all walks of life and all sectors.

He believes one of the keys to success in making sure Bradford is successful is making sure the bid is distinctive to Bradford – that it could only come from here.

As part of that, he wants to highlight what makes the district ‘so extraordinary and remarkable’.

Bradford is “a city where the wind of change is in the air. A city of entrepreneurs with such a rich heritage, so many faiths, such diverse communities and most importantly a city where such a large proportion of its population are under 20,” says Richard.

“It’s going to be the interests and passions of the people who live, work and study here who will drive the bid.”

He is resolute in his aim to make the bid as inclusive and collaborative as possible – and that includes a key part to play for business as well as the arts and cultural sectors.

Richard says everyone wins if Bradford is chosen, not just businesses or organisations involved directly in cultural activities.

“Business will reap the benefits of a successful bid because it will help drive the local economy, attract new investment and contribute to the investment proposition of the city and region,” he said.

“It will improve the quality of life for their staff which will help attract and retain the best people here.  And arts and culture also provide a foundation stone for young people’s lives giving them skills that they can use in the working life – digital and literacy skills, creative skills, exposure to team-working and more.

“The economic and social benefits of winning are enormous; generating new investment, bringing new jobs, resources and more visitors to the region and offering new skills and opportunities for people who live, work and study here. Hull recently revealed that £676m worth of new public and private investment has been injected into the city between 2013 and 2019 – an incredible legacy from its UK City of Culture year. There’s no reason why Bradford can’t reap the same benefits, if not more.”

Alongside that investment figure, Hull, the 2017 City of Culture, has also seen 800 new jobs created, according to the evaluation report that was published towards the end of last year.

And although it does not take on the mantle until 2021, the next City of Culture, Coventry, has already attracted massive investment of around £40m on the back of it.

With these kind of figures in mind, Richard has no doubt how significant it could be for Bradford to emerge victorious.

“It’s a big challenge but an even bigger opportunity for the city for the investment proposition, to help drive tourism, create jobs, grow cultural capacity and new partnerships, provide the springboard for regeneration as well as change the narrative of the city on the national stage,” he said.

“Bradford is the sixth largest city in the UK. It is a city of great architecture and rich cultural heritage, but the competition is about achieving step changes and tackling challenges in cities and Bradford has multiple challenges – not least in its urban renewal of a place built for the industry and population of a different century.

“Bradford is often misunderstood as a city by the rest of the UK and stereotyped by the media. It needs to change perceptions and to rekindle the pride of its people.

“Winning UK City of Culture can help accelerate regeneration and bring major social and economic benefits to the city and just the act of bidding itself will help bring the city together in a long-term cultural strategy.

“This is a city with a rich heritage and an increasingly youthful and diverse population. We want to reposition the role of culture in promoting Bradford as a place to live, visit, work and study. A bid has the potential to engage our whole population to participate in the culture and heritage of the city.”

The bid needs as much support from all sectors of the city and the district that it can get, and ways for businesses and others to get on board will become clearer over the next few months.

In the meantime, he is looking for support from all sectors.

“We need the whole city to help promote the bid so sign up to our newsletter to get the latest information. Follow us on Twitter, Facebook and via our website www.Bradford2025.co.uk. If you are a business wanting to partner with us, a local company who has a great idea for publicity or someone who has an idea to help or partner with the bid – please email info@bradford2025.co.uk or Richard directly on richard.shaw@bradford2025.co.uk. In 2020 we’ll be announcing a series of roadshows where you can find out more about how to get involved.”

Born in Leeds, Richard’s father was squadron leader at RAF Church Fenton to the north east of the city.

The move back to Yorkshire is definitely something he sees as a homecoming after 30 years in London working in the arts and media industry, holding prominent positions at several of the UK’s leading arts, cultural and media organisations including the British Film Institute; the National Theatre; English National Ballet and Lion Television.

But it wasn’t just a return to his roots that lured him back north.

“I was always planning a move back to Yorkshire after 30 years of London and when this came up I sensed a huge opportunity – this city stands a very strong chance if we can align everyone in the same direction. And because I think Bradford both needs and wants this title, that gives a bid some enormous momentum,” said Richard.

“I sense the winds of change in the air in the city. In a recent Telegraph & Argus poll 73% of people said Bradford should go for the City of Culture title, which is different to how it might have been a few years ago.”

Asked about the particular qualities he brings to the role, Richard says he has strong experience in building bids and in driving collaboration.

“My background is half in public engagement in the arts (dance, theatre, film, music) and half in TV production and development so I have a good knowledge of many art forms and a wide experience of culture but I’ve also spent many years in commercial business. I know how to build bids and drive a narrative. Winning business in TV is similar to this process and that was my job for over 10 years. I’m also naturally collaborative which is going to be key in this process”

Richard believes Bradford would be perfect for City of Culture 2025. “It already is a profoundly cultural city, in so many ways.

“And it’s a city of cultures – plural. This city and region has so many treasures – a world class concert hall, a spectacular city centre theatre in the Alhambra, a new 4,000 seat venue being refurbished in Bradford Live, world-class art galleries like Salt Mills and the Cartwright Hall, the National Science & Media Museum, Theatre in the Mill,  Playhouses in Bradford & Ilkley, Kala Sangam and the King’s Hall and Winter Garden, the Haworth Parsonage, two great literature festivals, two world heritage listings in Bradford City of Film and the World Heritage Site of Saltaire, plus thriving museums and arts centres around the region. 

“It’s also the birthplace of one the world’s greatest living painters and of free school meals, of the Labour Party, of radical political thought, of international trade, with a passionate and committed independent creative sector and voluntary movements, not to mention the staggering Yorkshire countryside just a few minutes away from the UK’s tallest fountain and the country’s largest city centre water feature in City Park.

“In our bid culture means so much more than the narrow definitions that some people use when they talk of ‘the arts’. We’re interested in things that can challenge preconceptions of what culture can be.  I want to find imaginative ways for our bid will celebrate Bradford’s food, sporting, faith and film things for which Bradford is rightly famous – all of which need to find their place in our plans.  We will want things that bring the streets, parks, buildings and landscapes alive. We will want things that can work at different scales and in unexpected places, things born out of and that happen in the local communities of Bradford, things that are playful and entertaining, that can appeal to new audiences and promote active participation.”

He says even if the bid is not successful, there will still be huge benefits for the city and the district simply as a result of the work done to try and win it.

Sunderland, which was favourite for the 2021 title ahead of Coventry, has used the work done through the Bid as a springboard to improved cultural and arts sectors, and it has seen the way it is perceived improve.

Richard said: “I hope we’ll be able to lever new investments into the region similar to the investment that has gone into The Leap and the Producing Hub which have already come into the city, help forge a new cultural strategy for the city that will put arts and culture front and centre stage in the life of the region, promote collaborative working and create new opportunities for people to share experience and grow their skills.”

The district’s cultural strengths alone make it a very strong candidate for the title, but Richard says there are a number other qualities inherent in the region that greatly strengthen its case, pointing to “the passions of its people, the deep seated ambition to improve the quality of life for everyone, the ambition to invest in skills and to challenge outdated stereotypes of the city on a national stage.”

“The content and character of the bid will come from partners, the people of the city, employers, businesses, communities and the extraordinary talent that I know is here.”

And the rewards of success will be huge, Richard says.  “The bid is a huge opportunity for Bradford to shout proudly about its extraordinary cultural heritage and to celebrate the new generation of artists, musicians, writers, performers, producers, entrepreneurs and businesses that bring this great city to life today

“We need to capture as many voices as we have across the district to find themes and stories about Bradford, its people and its place in the UK, to make a compelling case to the judges. And as Europe’s youngest city, Bradford’s young voices will be instrumental in helping to shape our vision.”

Bradford will be competing against a number of cities and areas that already have announced their intentions to bid for the UK City of Culture title, including Lancashire, Medway, Southampton and Tees Valley. The result is expected to be announced in December 2021.