Cultural Strategy

A message from our Chief Executive, Ros Morgan

Our world-leading cultural institutions rely on people returning in large numbers to remain viable or even re-open.

Whilst the Government has unveiled a tidal wave of initial support measures to help businesses survive the current pandemic, as a representative of 500 leading businesses and 100 top property owners in the area, it is our duty to offer additional support to keep the Heart of London beating.

Our members and partners include some of the world’s most distinguished institutions – The Royal Academy of the Arts, Her Majesty’s Theatre, the English National Opera, the National Portrait Gallery and the National Gallery – which exist in an intricate area wide ecosystem of artists, designers, performers and creative businesses.

In a firm display of our enduring and unconditional support for the cultural sector, and its vital role in making the West End such a unique place, we would like to announce the forthcoming publication of a Cultural Strategy for the Heart of London area, which we have developed with cultural placemaking experts, Futurecity.

The Cultural Strategy encompasses our commitment to promoting the area as the “Cultural Heart of London” and it endeavours to create the conditions needed to better connect businesses and cultural players within the Heart of London area to:

  • Promote the area’s unique history and character through new consumer channels
  • Assist businesses by providing the cultural infrastructure to generate initiatives and increase consumer footfall to the area
  • Build systems that enable cross-disciplinary conversation, collaboration and partnerships
  • Attract collective investment by establishing cultural clusters for specialised businesses and cultural activity

We look forward to sharing details of the official launch for the Cultural Heart of London, which will take place this autumn. Whilst this will be an occasion to reflect on the last few months, it also has to be a celebration of London and the West End’s unique spirit and an opportunity to discuss how to protect and promote its extraordinary creative potential.

If you have any queries about the forthcoming publication, please contact our Head of Consumer Marketing, Mark Williams.

Full details to be announced soon.

With warm regards,

Ros Morgan, Chief Executive
Heart of London Business Alliance