Arts Charity Aims for 50% Free Events by 2030

Cheltenham Festivals has unveiled a five-year strategy, "The Next Chapter," with the ambitious goal of offering 50% of its events and activities for free by the year 2030. This initiative signifies a deepened commitment to engaging young people and expanding its reach into underserved communities.

The charity, responsible for the annual Jazz, Science, Music, and Literature festivals, plans to host reading groups for parents and children in Cheltenham's most disadvantaged areas. Over the next five years, it aims to work with 500,000 children and young people.

This strategy follows a concerning National Literacy Trust report showing a 20-year low in children reading for pleasure. Cheltenham Festivals will also target schools with high disadvantage, SEND schools, and alternative education providers across Gloucestershire, aiming to double its engagement in economically deprived areas of Cheltenham.

Furthermore, the charity intends to reinvest £37 million into the cultural economy over the next five years, funded by ticket sales and sponsorships. This funding will support outreach programs, enabling individuals from social housing and refugee support charities to access festival events they wish to attend.