Nottingham's Creative Quarter: It's better than b******s!

You might say it was when they talked about the money, or the skills, or the mentoring. And all of those things matter.
But for me the defining moment of the Creative Quarter workshop held in Nottingham was the moment when someone near the front delivered the judgement: “This isn’t bollocks.”
Too right.
I’m not being flippant (not much, anyway). This was unvarnished evidence that an audience of people who’ve seen economic initiatives come and go like trains in the night thought that Nottingham’s plans to develop a whole new quarter of the city actually made sense.
And so they should. For there are two key differences between the Creative Quarter plan and the now-wearily familiar CGIs of dreamboat developments that were wheeled out to wow us during the credit boom: this one’s tapping into an existing heritage – and it’s got money behind it.
Friday’s workshop at the Antenna creative hub saw people talk about Nottingham’s industrial past, the potential for social and environmental returns, inclusiveness, even the difference extending Nottingham’s political boundaries might make (yes, that one again).
But the single most important byte of information was contained on a Powerpoint slide flashed up by John Yarham, the City Council’s director of economic innovation. What did it show? £37 million for a venture capital fund, £20 million for a technology grant fund, £8 million of investment in infrastructure, money for start-ups, and business rate incentives.
As I’ve blogged before, when we talk about the creative quarter and the money lined up behind it, we’re really talking about a broad sweep of activities which range from programing, data analytics and life sciences through to creative design, digital content and media. All have knowledge at their heart, all have been present to varying degrees in the Nottingham economy for decades.
The audience at Friday’s event came largely from the creative design and media end of that spectrum. Some tuned in very quickly to the huge implications of the Creative Quarter initiative (Susi Henson, with some tough business experiences under her belt, spotted rent rises immediately), others were wondering how to connect with it, a few wanted to weld it to their own cultural cause.
It’s bigger than that, and the political and economic imperatives underneath it mean it will inevitably do some things a few people in the room won’t like. That’s business.
Yet there were some fascinating contributions to the debate about what Nottingham’s Commercial Quarter is going to be driven by. Adam Bird, the Esendex CTO whose idea of downtime is a quick 100 miles on a bicycle, banged on about business stepping up to the bar and collaborating in the name of economic progress.
This wasn’t woolly idealism, but the product of Bird’s own experience of what it takes to nurture an environment attractive to the techies which firms like his can collectively feed off.
This is about more than well-paid jobs: it’s about events they like to gather at, surroundings they feel at home in and facilities they value. It is understanding that these people look for a fulfilling way of life rather than a Perspex tech palace with ultraband bragging rights.
So it’s wrong to dismiss Bird’s approach as wishful thinking which ignores hard-headed commercial reality. It’s anything but: businesses who want to make the most of the commercial quarter – whether it’s being a part of it or selling services into it – need to understand that. Some of the businesses that grow or set up there will be familiar, traditional animals. Others may have a different cultural feel.
Councillor Nick McDonald, who leads the city council portfolio on jobs, skills and business, also made a number of interesting observations. The Creative Quarter has to deliver politically, and this is why it actually covers a broad range of business and a hefty chunk of the city – including Eastside, a stalled regeneration zone which should have been full of gleaming flats and offices by now if you believed the noughties CGIs.
It’s also the reason why a central component of the Creative Quarter/City Deal hooks into the massive issue of skills and youth employment. This is a nasty problem which has been darkening our corridors for far too long and all initiatives of this kind must have a component which answers the question: what does the future hold for our kids?
This tracks back to Adam Bird’s point: businesses cannot criticise an economy if all they’re going to do is take something out of it. If they think GCSEs are meaningless and don’t rate the skills of job applicants…well, do something about it.
While some involved in the workshop were nervous about attaching too much expectation to an initiative which, as Confetti's Craig Chettle put it, is still in the foothills, McDonald was happy to admit that Austin (home of ‘Keep it Weird’) was part of the inspiration, and pointedly said that Nottingham had been too inward-looking in the past and shouldn’t be ashamed to brag a bit.
There is, potentially, a massive amount to brag about at the moment. Besides the Creative Quarter and the wider City Deal, we have the tram expansion (£600m), the A453 widening (£140m), the transport interchange (£60m), the enterprise zone.
Very few cities can offer such a portfolio of opportunity for the next generation.
Nick McDonald said one of the reasons why the city had been shy about shouting about itself abroad was that overseas ‘jollies’ tended to up on the front page of the Nottingham Post.
The surprise would be if the opportunity presented by the Creative Quarter doesn’t make headlines at MIPIM and beyond. It’s a big story.