What can Manchester International Festival teach us here in Herefordshire?

It’s hard to measure the success of a summer festival on one thing alone. It’s more than drawing a decent crowd, more than contributing to the local economy, more than the sum of its parts.

You could argue that festivals shouldn’t be judged by atmosphere, accessibility or the 3am experiences of paying attendees either. Isn’t it impact that really counts? A good festival fills the community with pride. Maybe it makes the neighbours a little jealous.

Michael Connolly, who lives in Wormelow in south Herefordshire, knows where to find some of that festival magic. It’s up north and he’ll soon be going there to discover how it happens.

“As a teenager growing up in rural Lancashire in the 1980s, Manchester was the place to visit to garner a wider cultural experience, whether just for that teenage cool or to develop your mind,” says Michael. “I now believe that this cultural journey can be delivered to an audience pretty much anywhere.

Michael, a volunteer arts and culture marketer here in Herefordshire, is connecting up with the team behind Manchester International Festival to learn about community engagement and private sector investment in the arts.

He’ll spend time with the Creative Engagement Team to learn how MIF successfully bring together local residents, businesses, national audiences and international artists.

MIF started in 2007. It takes place every two years and has an enviable reputation for smashing it out of the park. For the 2019 festival (July 4-19) Yoko Ono’s been commissioned to create the public opening event; actor Idris Elba will collaborate with Young Vic director Kwame Kwei-Armah to premiere a new music-theatre piece; and grime MC Skepta’s on board to stage an immersive rave experience.

“Over the last 11 years and six festivals MIF has tapped into the city’s reputation to celebrate regional culture at the same time as drawing artists from around the world, while continually increasing the participation and attendance of the local population,” says Michael, whose research trip to meet the MIF team is being funded by the Herefordshire’s a Great Place Go & See bursary scheme.

Michael wants to know how Manchester International Festival has enabled and encouraged businesses to invest directly in arts and culture. He wants to know how communities in Herefordshire can develop and strengthen those relationships in the way that Manchester International Festival has.

When he returns home – inspired, armed with new knowledge and skills that could help Herefordshire arts scene - he’ll blog and talk about his research. He’ll also use the information to develop a business plan for his own social enterprise.

It’s a building block. Not only a key component for festival success, but a step towards a self-sustaining arts scene.

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